Apple Fox Cider: What the Fox?

Mischievous misfits and influencers star in this curious film for Apple Fox Cider created by DenkiTenki, the recently launched production arm of independent creative agency UltraSuperNew.

If you’ve ever wondered about the rigorous aesthetic assessment criteria applied to creative that pours into shots’ towers, under the category ‘Bonkers’, we have a scale starting at Level 1: Mildly Bonkers, to Level 5: Seriously? WTF was that? Do it again!

This mixed-media animated film qualifies as Level 5 and beyond and – with its innocent childlike glee and seven shades of batty – is kind of irresistible. Promoting APB’s new cider range, it features a ‘who’s who’ of Singaporean influencers and wacky wonders, such as the Bronies, two Singaporean male fans of My Little Pony, and Auntie Shirley, a 70-year-old cosplaying grannie.

Celebrating local oddities such as stolen bus stops, Singapore’s obsession with covered walkways and ‘salted egg things’, the whole heady confection is packaged in a catchy song with very bad rhymes by underground rappers Mediocre Haircut Crew, feat. folk singer-songwriter Annette Lee.

It also seems to pose a few meta questions about marketing and capitalism, while closing with the gnomic message: “The universe is expanding like a pyramid scheme.” Quite so.