Haircare brand Gatsby has released a new spot featuring Singaporean rapper and musician ShiGGa Shay in a rap battle against…ShiGGa Shay.
The spot, part of a campaign to promote the brand’s new range of hair pomades, was conceptualized by Arcade, and sees Shay engaging in a rap battle with two versions of himself – a sleek Shay in a tailor-made suit and a Shay who is styled more in street wear.
Contrasting setting were chosen for each version –with “Sleek ShiGGA” at one point throwing down the rhymes in a gentlemen’s parlor while “Street ShiGGa” raps in a biker garage-themed barbershop. Towards the video’s conclusion, viewers are asked to pick a side – “The Sleek”, or “The Street”.
You decide.
The video and digital campaign are supported by a series of activations, including in-store and on-campus pop-up barber shops. Participants will also be able to get their hair professionally styled according to there choice of “The Sleek” or “The Street”.
“We wanted a new and unique concept that would resonate with young males in Singapore, whilst bringing them a quality pomade at an affordable price. Working with a talented local rapper was a great experience and the results so far have been really positive,” Takaya Ueda, sales and marketing director at Mandom Corp Singapore, said.
“Collaboration is a big part of what we do. ShiGGa Shay bought into our concept right from the start, wrote most of the lyrics himself and really got into both the roles he played. The result is a really authentic piece of work,” Arcade founder and CCO Mark Taylor, added.
Credits:
Mark Taylor: CCO
Gary Tranter: CCO
Angelina Tan: Account director
Tracy Ong: Account executive
Shaun Lee: Creative services director
Sunny Chuang: Art director
Pek Li Jun: Copywriter
Keith Chang: Producer
Michelle O’Brien: Senior planner
Takaya Ueda: Sales & marketing director of Mandom Corp Singapore Pte Ltd
Shane Sng: Senior Marketing Executive (Men’s Grooming: GATSBY)
Hiroshi Harada: Founder/Group CEO of Innovative Phenomenon International Pte Ltd
Production – Reckn Studios:
Davian Teo Wee Ping: Director
Glenn Yong Zhu Xiang: Producer
Paul Daniele Viray Prado: DP
Yong Jun Jie Jonathan: Editor
Ysabel Wong Yoke Yan: Producer
Color grading: Kraftw5rkz
Sound design: songzu
