Caltex, a subsidiary of Chevron Corp., VMLY&R and Def Jam Southeast Asia, Universal Music Group’s flagship hip-hop label, have announced the launch of #Caltexunstoppablestar, a campaign aimed at engaging musicians and fans across Malaysia, Thailand, and the Philippines. The rap challenge, leveraged across social media platform TikTok, celebrates the joy of driving and the freedom of journeys.
The challenge, created and executed by VMLY&R, features a unique 60-second rap song co-written and co-produced for Caltex by SonaOne and performed by artists across three countries: Philippines, Thailand, Malaysia. The rap is divided into four 15-second sections, each increasing in speed and difficulty. With the addition of TikTok’s AR filters, users can create their own rap video to express how they cannot be stopped from enjoying their journey.
“VMLY&R and Def Jam Southeast Asia helped Chevron encapsulate Caltex’s #unstoppable ethos through a fun and unique campaign. With Caltex’s unbeatable mileage, users can keep on going, and fuel stops become one less thing holding them back from what they want to achieve, be it performing as a rap artist or running daily errands!” said Dean Gilbert, General Manager for Marketing and Sales Support, Chevron Corporation.
Valerie Madon, Chief Creative Officer, VMLY&R Asia, said: “Singing in our cars is a universal joy, and Caltex is focused on enabling drivers to enjoy their journeys. Sharing energy and new music through this project encompasses the human spirit we are championing and keep empowering as the VMLY&R brand.”
The song, written and produced for Caltex by Def Jam Southeast Asia, features a catchy, tongue-twisting, free-flowing rap. Participants are encouraged to use Caltex’s special TikTok AR filters to glam up their rap and put their best wheel forward to win numerous prizes that will be up for grabs.
“Hip-Hop is highly influential across the region,” said Calvin Wong, CEO of Universal Music Group Southeast Asia. “With some of Southeast Asia’s biggest rappers including Malaysia’s Joe Flizzow, Thailand’s Daboyway and the Philippines’ Matthaios performing on the track, we’re excited to see how fans and users take the song to the next level through this partnership.”
Within just 10 days of launch, the campaign has already garnered over 650 million views on the hashtag page with several unique submissions from participants. The campaign is running in Malaysia, the Philippines, and Thailand from February 18, 2022 to April 24, 2022. You can find a link to the rap, create your own video and participate in the challenge on TikTok here.
View some of the most popular participant videos (at the time of release):