Time transforms dramatic, humorous situations into fun with WiFi 7

Malaysian Telco Time is launching WiFi 7 technology and is offering free WiFi 7 devices to its customers with their existing plans. 

To celebrate this launch, Time has released two brand films in collaboration with Fishermen Integrated as part of its "Tiada Lagi Drama Pukul 7 Dengan WiFi 7" ('No more 7 o'clock drama with WiFi 7') campaign. 

The films showcase the benefits of WiFi 7 by comparing it to resolving everyday Internet dramas.

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It also delivers the message that turns common Internet frustrations into light-hearted scenarios that whether it’s streaming in 8K without buffering or managing smart home devices seamlessly, WiFi 7 solves these common challenges with ease.

The first film, titled "Jurang antara dua darjat" ('Two degrees of separation'), sees a young lady informing her father that she wishes to marry her partner. 

The father, known as "Papa Boss" and played by Malaysian actor Zulkifli Ismail, disapproves of the marriage, adding that his daughter's partner is not an equal. 

The partner then reveals that he wants the best for his daughter and that he can provide her with great internet connection with Time. 

Moved by the stable internet connectivity, Papa Boss approves of the marriage. 

The second film, "Cinta Paranormal" ('Paranormal Love'), sees a man seeking help from a shaman, played by actor Chew Kin Wah. The man says he gets glimpses of his ghost lover but is unable to fully see her. 

The shaman uses his magic staff to conjure the spirit but fails. The young man realises that the shaman can't help them and gets demoralised. 

The shaman later says he needs to channel an even stronger power. He later reveals a WiFi 7 router that is able to sharpen the ghost lover from a mere glitch to 8k quality. 

Through the brand films, the campaign delivers the message that common Internet frustrations can be turned into light-hearted scenarios. Whether it’s streaming in 8K without buffering or managing smart home devices seamlessly, WiFi 7 solves these common challenges with ease.

 “As Malaysia’s most helpful brand, we take pride in being the first to offer WiFi 7 devices for free to our valued customers. In partnership with Fishermen, we’ve highlighted WiFi 7’s game-changing benefits, including higher capacity for multiple devices, smoother streaming, stronger signals, lower latency and faster speeds. This campaign is a memorable and entertaining way to show how our customers can truly enjoy a better Internet experience with WiFi 7," said Andrew Yeoh, group head of marketing at Time. 

 “Since the pandemic, the need for stronger home broadband has skyrocketed. With Time's WiFi 7, we wanted to capture everyday Internet issues and creatively show how WiFi 7 can eliminate those problems. 'Tiada Lagi Drama Pukul 7' plays on local cultural references to make the campaign relatable and fun, while showcasing the strength of WiFi 7," said Andrew Tan, executive creative director and partner of Fishermen Integrated. 

“Year three of our collaboration with Time Internet marks another exciting milestone in our journey of blending creativity with entertainment. Under Yeoh’s visionary approach of ‘entertain first, sell later,’ we’ve had the privilege of working with a client who not only values creativity but fosters a genuine partnership," said Joyce Gan, group client service director and partner at Fishermen Integrated. 

"The trust and creative freedom they’ve given us allow us to take bold risks, even with a product launch, focusing on delivering entertaining content that resonates with audiences. This level of collaboration is rare, and it speaks to the mutual respect and shared vision that drives our work forward," Gan added.

Time is known for its humorous brand films and campaigns. Earlier this year, Time cut through the sea of sentimental Chinese New Year ads with its own humour-filled campaign titled "Your Father's Ad". 

"Your Father's Ad" follows a conversation between an Indian family whose sister questions why they're all Indian when they're in a Chinese New Year ad. 

The film later takes viewers on a journey that showcases the interests of each family member, allowing them to be who they want, what they want, when they want. 

The ad ends with the message telling customers that they can customise their internet any way they want, like it's their father's company. 

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