Malaysian Media Awards Winners Showcase

2012 | |

Meet Fab Skuad, The Load Lightening Troopers

Advertiser: Procter & Gamble
Brand: FAB
Creative Agency: -
Credits: -

Every laundry detergent TVC feels the same, and there are many of them. FAB, well-known to many househoulds, faces intense competition. FAB needed to differentiate themselves on TV, but how to break away from normal TV experience and use it to engage audiences?

To many housewives, moms, or single working females, doing laundry is unexciting, and a chore. What more with household cleaning, cooking etc. At the end of the day, she is completely tired. The strategy: conversation starter for the like-minded community. The idea: FAB, the trusted and loyal housekeeper that helps lighten routine chores. Thus introducing, the load-lightening troopers: “FAB SKUAD”.

11 semi-reality 30 minute weekly episodes were created, airing on TV3. Before, call for entries at in-store (Mydin & Giant) and TV kicked off the search for individuals that best deserved their loads lightened. Adibah Noor, leader of the squad, and team made guest appearances in-store during the call for entries, they then solved winners’ problems. Weekly, the FAB SKUAD solved different problems in the simplest, cost effective manner – something realistic that winners can repeat themselves thereafter.


  • FAB sold out when FAB SKUAD aired. Sock re-directed from other countries.
  • Light-hearted programme won over Malaysians, garnering healthy TV ratings TVR3.8 (vs. 2010’s programme on same timebelt with Skuad FAB).
  • Number of Facebook fans increased 50% during campaign with healthy sharing rate at 7.73%