StarHub introduces Hublings in playful ‘We got you’ brand push

StarHub has rolled out a new brand platform titled “We got you”, created with TBWA\Singapore, as it launches its 5G Unlimited+ plans in Singapore.

The platform cements the telco’s push to position itself around connection and peace of mind rather than the category’s usual focus on speed and data. It introduces the “Hublings”, a cast of all-green, non-speaking characters designed to represent the brand’s promise of reliability and care.

According to StarHub, the Hublings act as quiet helpers working behind the scenes to ensure seamless experiences. They front the campaign film, which takes viewers into their playful world as they work to keep customers connected.

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The brand platform debuts alongside StarHub’s new 5G Unlimited+ range. The plans offer unlimited 5G local data, global roaming, and contract-free options, positioning them as a “worry-free” upgrade for customers who want consistent connectivity whether they are in Singapore or travelling.

The campaign is the first major expression of StarHub’s creative partnership with TBWA\Singapore, which came on board as its agency of record in 2023. It will run across social, YouTube, bus wraps, digital screens, and outdoor formats from 14 November 2025.

“'We got you' is more than a campaign; it’s our brand promise in action. In our hyperconnected world, we believe staying connected should be simple, seamless and worry-free. Our new 5G Unlimited+ Plans and adorable Hublings aim to deliver just that," said Jun Shea, VP of consumer marketing, StarHub. 

In tandem, Peter Khoury, chief creative officer at TBWA\ Asia and Singapore said, "At its core, 'We got you' is a brand promise of care and connection, and the Hublings are our creative way of personifying and showing that in action. The all-green characters are warm, playful and delightfully human, representing StarHub’s consistent and personal dedication to its customers. They bring the brand promise to life in a fun and memorable way, making it clear, simple, and unmistakably StarHub”.

This follows StarHub’s recent move to deepen its content ecosystem through a strategic partnership with Mediacorp. Under the collaboration, Mediacorp’s streaming service mewatch will carry StarHub TV+ content packages, giving viewers access to global blockbusters, live sports including the Premier League, and curated Asian titles in one place.

The tie-up responds to increasingly fragmented viewing habits by creating a unified content destination with flexible micro-packages and free subscription options. Advertisers are expected to gain from the combined scale and capabilities of both companies through precision-targeted live TV ad insertion, enabling more effective reach and measurable outcomes across integrated TV and digital platforms.

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