Mencari Pak Duta

Mencari Pak Duta is a campaign by Flock, a creative agency in Jakarta, for Telkomsel, 2026. Categories: Campaign, TVC, Digital.

Challenge

Keep the Duta SIMPATI platform moving with a new film, and carry three separate product claims, 5G signal, quota rollover and entertainment, without the film turning into a product demo.

Insight

A brand ambassador is someone people talk about far more often than they actually meet. In a kampung, that is exactly how a legend behaves.

Idea

Turn Duta SIMPATI into local folklore. One man chases a figure the whole village swears by and nobody can catch, and every clue he is handed is a pun that lands a product truth.

About this work

This is the next chapter of the simPATI campaign built around Duta as brand ambassador, after Nonton Pasti SIMPATI put him inside the shows people were watching. Here he becomes village mythology instead: a stone inscription, a pair of sandals kept like a relic, and elders who talk about Pak Duta the way people talk about a saint. One man, Dustin Tiffany, follows the trail across a football pitch, a pizza kitchen and a community hall, and at every stop he is told the same thing: Pak Duta has already left. Wordplay is the engine, and every clue pays off a product truth. Pak Duta was a forward on the field, so he forwards the winning strategy by 5G video call. Early in the month he rolls pizza dough, late in the month he has quota that rolls over. The community hall is where he always has something to watch. Three things to sell. Three jokes doing the selling. Pak Duta finally shows up, and only to take his sandals back. The film ends on an argument about ownership rather than a chase. He has always said "SIMPATI is my duty", so Dustin counters that DUTY is an acronym, DUstin TiffanY, which makes the sandals rightfully his. Pak Duta thanks him for bringing them home anyway, then the sandals fire like rocket boosters and he is gone again.

Mencari Pak Duta for Telkomsel

We haven't made that one yet. Maybe it's serendipity, let's make it together.

Creative first. Effective always.

Flock is led by two of Indonesia's most experienced industry leaders, combining creative pedigree and business acumen built across global networks, major corporations, and the country's most demanding client accounts.

Arsyad (standing) is an Executive Creative Director. His career spans Lowe, JWT, Monks, and Ogilvy Jakarta. He helped shape Flock's creative direction in an earlier chapter, and is now back to continue that work.

Nikken (sitting down) is the Managing Director. With 20+ years across Dentsu, Macs909, JWT, MullenLowe, Romp, and now FCN, she has led work for nearly all of Indonesia's major telco brands, plus automotive, FMCG, finance, tech, and beauty. Driven and meticulous, she is known for turning business relationships into friendships.

Client voices

What our clients say.

Future Creative Network

FCN brings together Indonesia's top creative companies, each with different expertise, into a single, cohesive ecosystem. One collaborative platform, delivering tailored, high-impact solutions for every client's diverse needs.

What sets it apart is a rare combination of scale and agility, the range to adapt and perform at the highest level for everyone we work with. What started in a small apartment in 2016 is now the largest local creative marketing and innovation ecosystem in Indonesia, built to empower local creative founders.

2016The Establishment1 company, 1 small apartment, 1 mission

2017Fastest Growing in IndonesiaThe fastest growing independent agency in Indonesia

2018First 'Agency of The Year' in IndonesiaFirst local agency to obtain the prestige 'agency of the year' at Citra Pariwara

2019Fastest Growing Agency in the worldThe fastest growing agency by Adweek

20202nd time 'Agency of The Year' in IndonesiaSecond time 'agency of the year' at Citra Pariwara

2021Biggest Digital Powerhouse in SEAAcquiring Olrange and becoming the biggest powerhouse in SEA

2023Top 10 Fastest Growing Large AgenciesThe fastest growing large agencies in the world by Adweek

2024Creative Agency of The YearCrowned as the Creative Agency of The Year at Citra Pariwara

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