Using Cinematic-Parody Concept, ShopeeVIP+ Advertisement Makes Every Scene Engaging to Watch

There is something different about the way Shopee is introducing its latest subscription programme, which now offers expanded access including Netflix. Rather than immediately filling the screen with a series of promotions, its latest advertisement chooses to transport viewers into the world of the phenomenal series ‘Squid Game’, one of Netflix’s most popular shows, known for its high-tension games and iconic visuals.

The colour palette is cold, featuring guards in pink uniforms, game arenas, and the giant doll standing in the middle of the field. At first glance, the atmosphere is designed to mimic the original film set. The narrative follows characters who feel fatigued while on guard duty or dizzy during games, only to find themselves engrossed in shopping via a ShopeeVIP+ subscription. Interestingly, the presence of piles of Shopee packages and delivery couriers in the middle of the game arena is presented in a much lighter, parodic context.

Unexpectedly, this concept of entering the ‘Squid Game’ universe has successfully captured attention across various platforms. To date, the latest ShopeeVIP+ advertisement has been viewed 6 million times on YouTube, 4 million times on Instagram, and over 5 million times on TikTok.

This is the cinematic style of the latest ShopeeVIP+ advertisement. The most consistent elements appearing are the Shopee couriers and the ‘Guards’, who are brought together in various unexpected situations. Here are some of the cinematic-parody elements that make each scene interesting to watch:

Contrast is what makes the comedy work. The Shopee courier is not depicted as being swept up in the tense atmosphere; instead, they appear as someone with a single, simple mission: the package must be delivered.

Furthermore, there is a scene where a Guard appears to be staring seriously at a mobile phone. What is being watched? It turns out it is not something threatening, but rather the ShopeeVIP+ shopping page featuring massage tools and, in another scene, balm on the screen. This simple detail immediately transforms a character that previously appeared intimidating into a figure with very relatable everyday needs.

The humour continues into other rooms. In the gathering area for the guards, some are seen sitting relaxedly, playing with devices, watching screens, or even enjoying various activities as if having ‘me time’. However, it turns out they are actually scrolling through Shopee. The text “It is so worth subscribing to ShopeeVIP+” then appears amidst the scene.