In an exciting move for marketers in Southeast Asia, Google has launched its very first YouTube creator series, showcasing the vibrant Singaporean personality Annette Lee in her hilarious alter ego, Aunty M.

This innovative series aims to clear the fog surrounding Google and YouTube Ads Solutions by teaming up with select YouTube creators. The idea, brought to life by The Carrot Collective and VIRTUE Asia, focuses on proving that these advertising methods can be both effective and accessible.

In the inaugural episode, Aunty M—known for her witty takes in shows like #ChatsWithChantelle and #AsianParentTings—dives into the world of marketing, specifically to promote her fiery sambal belacan business. Expect fast-paced, relatable content that takes the seriousness out of advertising as she converses with marketing pros across the region.

Despite the growing trend towards digital advertising, the discourse around ad products often stays stuck in technical jargon. Samit Malkani, Google’s group marketing creative manager for Southeast Asia and South Asia, emphasizes the need for fresh storytelling: “The world doesn’t need more boring B2B content. Our products are evolving, and so should our approach to marketing.”

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