Client: SC Johnson — Mr Muscle / Duck | Category: FMCG, Home Care, Kitchen & Bathroom Cleaning | Scope: Integrated TVC Campaign, TV Commercial Production, Digital Videos, Social Content, POSM, Merchandise, Retail Activations | Markets: Malaysia, Thailand, Philippines | Ambassador: Kim Seon Ho | Air Date: September 2024 | Formats: 30s, 15s, 6s | Languages: English, Thai, Bahasa Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
A regional celebrity TVC in one language is already a complex production. The same TVC across three languages — English, Thai, and Bahasa Malaysia — is a different order of difficulty entirely. Multilingual TVC production means more than swapping subtitles. Voiceover has to be re-recorded, on-screen typography re-set, scripts adapted so the humour and tone survive translation, and the celebrity's charm and delivery protected across every language version. Get it wrong and the film feels translated. Get it right and audiences in Kuala Lumpur, Bangkok, and Manila each feel like the campaign was made for them.
Mr Muscle x Kim Seon Ho — the regional TVC, produced across English and Bahasa Malaysia for three Southeast Asian markets.
Duck x Kim Seon Ho — the Thailand-version TVC.
For Mr Muscle Malaysia's collaboration with Korean actor Kim Seon Ho, we developed an integrated TVC campaign designed to refresh the perception of home cleaning — making a functional category feel lifestyle-led, aspirational, and entertainment-driven. Leveraging Kim Seon Ho's strong fanbase and regional influence, the campaign uses cinematic visuals and playful lifestyle moments to reframe home cleaning as effortless, modern, and genuinely enjoyable. Developed across TVCs, digital videos, social content, POSM, merchandise, and retail activations, the campaign builds a cohesive brand world that balances celebrity storytelling with clear product communication — strengthening Mr Muscle's visibility in Malaysia's competitive home care category while expanding its appeal to younger, pop-culture-driven consumers across three Southeast Asian markets and three languages.
Capabilities applied to this project: Mr Muscle Kim Seon Ho TVC, multilingual TVC production Southeast Asia, regional celebrity TVC production, Korean celebrity TVC campaign, K-celebrity FMCG TVC, TV commercial production Kuala Lumpur, home care TVC campaign Malaysia, multi-market TVC adaptation, TVC production house Malaysia, integrated celebrity campaign, English Thai Bahasa Malaysia TVC, category perception refresh campaign.
Got a regional TVC that needs to land in multiple languages and multiple markets without losing a thing?
