[BTGAF] Lucky Me 'thin relaunch'

From the archive. Originally published on migmol.com on 2020-11-01, recovered and republished here in 2026 at its original address. Unedited except for formatting.

Part of BTGAF, a run of brand teardowns published on the original migmol.com between 2020 and 2021.

When you’re not the target consumer but you watch a YouTube pre-roll ad to the end, you know the team behind it is good. 10/10; probably one of the best YouTube ads I’ve seen ever.

What did these guys do right?

The whole thing can be summarized in the first 5 seconds. Before you could skip the ad you already saw: a) there was drama and a looming confrontation, b) there was an appearance of a famous internet celebrity that piques curiosity, c) you see the brand’s logo so even if you skip the ad you have brand recall, d) you are forced to read the video title (Ang pinakahihintay naTHIN) and you already know the premise of the whole video. So even if people skip the ad (and the brand doesn’t pay for anything) that’s a check on brand recall and a check on communicating the brand message.

They used the talent appropriately. I’m not really a fan of Mimiyuuuh so I don’t know if the character has toned down or adjusted his approach, but he was great in this ad. I’ve been forced to try his Waze voice directions and I’ve seen/heard his Shopee or Lazada (uh oh) ads, and it was annoying AF. BUT (and before the fans hate) this video captured his character without coming across as annoying. The character also perfectly suited the premise of the video, but again done in a tasteful manner.

The blurring of virtual and IRL is something everyone can relate to. Part of the video’s premise is the in-real-life confrontation of people who post complaints online. People relate because we’ve all encountered trolls/bashers and we’ve all probably, irate or calmly, have left comments for a brand online. This ‘exposure’ and confrontation triggers a natural defensive response that will make people more curious about what happens next. The brand is also careful to not paint people who leave comments in a negative light. Instead, the material shows off the brand’s quirkiness while masterfully treading the line between being perceived as defensive and showing that they listen to their consumers and have improved their product.

The video shows that the brand loves and listens to its consumers. At the end of the day this was a ‘relaunch’ of an old recipe (hehe). The satisfaction of the brand’s ‘bashers’ were part of the video as well. I don’t eat Lucky Me on a regular basis, but even I know that the noodles are probably better now. And that’s something I’ll think about the next time I walk down that instant noodles isle.

Perhaps the only thing that could have been done better with the material is the acting at the end as we reached the resolution, but perhaps that’s already nitpicking.

So many layers and elements were considered without overly complicating the material. This is just such a well planned and executed YouTube ad. Kudos to the agency and brand team. This is how you do it, folks!