BE the Vietnamese Super App

BE, Vietnam’s most popular ride-hailing app, has teamed up with The Friday Vietnam to launch a new campaign that’s creating a buzz across the country. The campaign positions BE as a super app, offering a comprehensive range of services. These include ride-hailing, food delivery, package delivery, and ticket booking for trains, planes, and more.

Building on BE’s familiar superhero motif, the ad immerses viewers in a vibrant Asian pop culture landscape. It blends ’90s Hong Kong music, Stephen Chow-style comedy, Vietnam disco dancing, anime, and K-pop, all set within a distinctly Vietnamese context. For Asian viewers, this cultural mashup will likely resonate deeply and instantly.

Though packed with diverse pop culture elements, the ad cleverly unfolds through a series of continuous, humorous situations over its two-minute runtime. Viewers are kept on their toes, unable to predict the next twist as the five BE superheroes loyally shadow the protagonist, acting as a team of capable sidekicks. Through this superhero squad’s antics, BE’s features are ingeniously showcased.