Naga DDB Tribal spins new CNY tune for clients they 'suka'

With Chinese New Year around the corner, Naga DDB Tribal is staying true to its tradition of creating festive greetings through a song titled "鼠哥 suka huat" (Brother Rat likes prosperity). For those who are unaware, "Suka" sounds similar to "鼠哥" (Brother Rat).

Composed in-house, the song is dedicated to its clients and partners, and makes references to the Chinese New Year videos that the agency has created for brands including KFC, Hong Leong Bank, Digi, Panasonic and Watsons, among others. Music production studio The Rec Room was also involved in the song.

Last year during the Year of the Pig, the agency found a creative way to offer the Chinese zodiac the limelight it deserves by creating a stock library named “Pigxel”. The stock library was filled with more than 200 non-offensive, pre-censored pig images to usher in the Lunar New Year.

In 2018, Naga DDB Tribal uncovered the story of Kampung Hakka at Mantin in a piece of content titled "Love Letters from Mantin" and sent its clients custom-made kuih kapit (love letters).

In a statement to A+M, COO Clarence Koh said "鼠哥 suka huat" is the brainchild of a talented team of individuals at the agency. "We gave them a brief last Friday: Let's take all the Chinese New Year campaigns done for our clients and celebrate the hard work our clients, partners and agency have put in," he said.

With input from the agency's Chinese vernacular team, Naga DDB Tribal came up with the quirky word play of "suka", which also sounds like "鼠哥 "(Brother Rat). "We love what we do, and we shall enjoy the abundance of fortune after all that hard work. It's a simple tribute to everyone involved in making this one of the busiest Chinese New Year period for the agency," he added.