After racking up millions of views and drawing praises from netizens for its wit and creativity, the viral video of mobile brand TNT entitled “Tattoo” has been recognized as Best TV material by Bestads, the world’s best global ad industry website.
Bestads selects the best advertisements in every medium each week from submissions all over the world, as judged by a top creative director or team.
The first Filipino video to top the Bestads list within the past three years, “Tattoo,” is part of TNT’s “Mag-SIM Reg Para Hindi SIM Dead” campaign and is one of three videos aimed at encouraging subscribers to register their SIMs to avoid permanent SIM deactivation and all its hassles.
A reminder of how good it feels to laugh
“Tattoo” was handpicked by guest judge Maria Devereux, Head of Innovation and Executive Creative Director at Accenture Song, North America.
“This film reminded me how good it feels to laugh,” noted the multi-awarded Los Angeles-based creative. “A simple idea that touched on a relatable pain point for anyone who hates the complexity of life admin, which as far as I can tell, is pretty much everyone,” she added.
“We are honored with this recognition from Bestads, which proves the power of creative storytelling to touch people and move them to action – while eliciting a good laugh,” said Francis E. Flores, SVP and Head of Consumer Wireless Business – Individual at Smart.
“This is a result of all the creativity, hard work, and the collaboration among the TNT and Smart teams as well as our partner agency, who are all committed to inform our subscribers about the importance of SIM Registration,” he added.
Over 40 million views across channels
In the clever and creative film, TNT sticks to its brand promise of delivering ‘saya’ or fun – even in a public service reminder that shows the universal pain points of dealing with administrative processes.
The video features a man visiting a remittance center to claim his cash but fails to provide his One-Time Password (OTP) for lack of a registered SIM. To prove his identity, he resorts to showing his graduation photo, driver’s license, SSS ID, and birth certificate—all tattooed on his body!
The video has garnered over 40 million views across social media channels like YouTube, Facebook and TikTok, with netizens praising it for being “unique,” “funny,” and “unskippable, effectively urging them to finally register their SIM.
Leader in SIM Registration
As of May 8, Smart and TNT continue to lead SIM Registration in the country with 44.9 million registered subscribers, which is 67.75 percent of their declared subscriber base.
With the recent announcement of the deadline extension of the SIM Registration Act, Smart continues to encourage subscribers to register their SIMs before July 25, 2023.
To register, TNT and Smart Prepaid subscribers can visit the https://simreg.smart.com.ph/ portal, while Smart Bro subscribers can refer to http://www.smart.com.ph/viewbroadbandsms for instructions on getting their OTP. Smart Postpaid users, on the other hand, are already considered registered based on the latest advice of DICT.
TNT is powered by Smart, the Philippines’ Fastest and Best Mobile Network according to Ookla, the global leader in mobile and broadband network intelligence.