Viral Campaign
with Timati
Timati sings chanson, rock and K-pop in ads for the "With Friends It's Cheaper" feature. The full story of how to shoot an ad campaign in three months, at one location, in a single shooting day.
Timati feat. AliExpress
Timati stars in an AliExpress ad, rapping first — but brand reps ask him to switch genre: the brief is to promote goods under 400 rubles, and rap is "too expensive". So he sings chanson. Then K-pop. Then rock. The client is still unhappy. Full 3-minute version plus 20-second pre-rolls with interest-based targeting.
"Rap is expensive"
The idea: show the behind-the-scenes of making an ad. Timati plays himself, willing to sing in any genre to close the deal. The concept follows the "Ad Jingles Festival" series for Tmall, which racked up 72M+ views and tripled branded searches.
4 looks in 1 day
Four locations, one shooting day. The whole process — from idea to launch — took three months. Timati turned out to be open to experimentation: the team expected resistance ("drop the chanson, drop the K-pop"), but the artist slipped into each character with ease.
- Agency: Zebra Hero
- Production: Hoodyakov Production
- Performance: MGCom
- Talent: Global Star Agency
Long-form content works
First — the full 3-minute story explaining how Timati ended up singing chanson and K-pop. Then — 20-second genre cuts as pre-rolls with interest-based targeting together with MGCom. "It's a mistake to think users aren't ready to watch content longer than 30 seconds. They are" — with the right targeting.
