Google Southeast Asia is shaking up the marketing scene with its groundbreaking YouTube creator series, "Marketing Unfiltered with Aunty M." This fresh new take blends humor and advertising tips, all while focusing on Southeast Asian entrepreneurs.

Starring the talented Singaporean YouTube sensation Annette Lee, Aunty M is a straightforward, no-nonsense host who tackles the confusing world of marketing lingo—all while showcasing her fiery sambal belacan business. This unique character-driven approach will resonate deeply with audiences looking for engaging and relatable content.

In a strategic pivot away from the usual dull B2B formats, Google aims to connect with marketers and entrepreneurs by using a style that feels accessible and culturally rich. Backed by a comprehensive paid social media campaign, the series will be available on Google's YouTube channels across Singapore, Indonesia, Thailand, Vietnam, and the Philippines.

The debut episode follows Aunty M on her quest to interact with marketing experts, sharing real-world advice on leveraging Google and YouTube ad solutions. It brilliantly marries storytelling with practical knowledge, making digital advertising approachable for Southeast Asia's vibrant entrepreneurial landscape.

Samit Malkani, Google's group marketing creative manager for Southeast Asia, emphasized the need for fresh storytelling that resonates with marketers. "We no longer need more boring B2B content. Our series allows us to interact with our audience on their terms in culturally relevant ways," he stated.

Taking cues from popular U.S. talk shows, the format includes engaging full episodes, relevant mid-form segments, and quick highlights aimed at boosting reach and frequency.

David Webster, CEO of The Carrot Collective, pointed out that the series aims to transform how B2B marketing is perceived. "By integrating character, humor, and cultural insights, we've built a platform that does more than just inform. It fosters connections, grabs attention, and promotes deeper engagement," he noted.

Zoe Chen, strategy director at VIRTUE Asia, praised Annette Lee's portrayal of Aunty M, stating that her relatable comedic style truly captures the cultural essence of the region. "As an entrepreneur herself, she bridges the gap between complex ad solutions and entertainment seamlessly," Chen said.

New episodes of "Marketing Unfiltered with Aunty M" will be released throughout 2025, marking a bold initiative for Google to reevaluate how ad products are communicated. This aligns with a broader trend in Southeast Asia where brands infuse purpose-driven, creator-led content into their marketing strategies.

In a parallel move, Samsung Singapore recently engaged comedy icons like Jack Neo, Mark Lee, and Henry Thia to promote the AI features of its Galaxy S24 through humorous sketches—showing that entertaining content truly resonates in today’s marketing landscape.