Ronnie O’Sullivan × 100Cuci

The brief

100Cuci wanted a face for Asia that would be instantly recognised across Malaysia, Singapore, Thailand, Vietnam and the wider region — and a campaign that felt premium rather than promotional. Snooker is one of the most-watched sports across Asia, and there is only one name that transcends the sport itself: Ronnie O’Sullivan, seven-time World Champion and the most famous snooker player on the planet.

What HYPE MEDIA GLOBAL did

• Talent strategy & deal — identified O’Sullivan as the fit, opened the conversation with his management, and negotiated the Asia brand ambassador agreement including usage rights and launch obligations on his own channels.
• Creative concept — “Are You All In?”: a snooker table set up beside a private jet, O’Sullivan performing trick shots and narrating, in his own voice, what going all in means to him.
• Production — private-jet set build and principal photography, studio and pick-ups, cinema crew, precision lighting for green baize on camera.
• Post-production & delivery — hero film, social cut-downs, key visuals and tagline lock-ups for every 100Cuci platform.
• Launch — coordinated release on 1 September 2026 across 100Cuci channels and O’Sullivan’s official X (@ronnieo147) and Facebook page.

Why it worked

The ambassador was real, the setting was unexpected, and the line — “Are you all in?” — is a question, not a slogan. Within hours the campaign was being searched by name across Asia, and the announcement was carried on O’Sullivan’s own social media, giving 100Cuci reach that no media buy could replicate.

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Behind the scenes

On set with Ronnie O’Sullivan — the private-jet set build, the lighting and the crew behind “Are You All In?”.

Official announcements

Ronnie O’Sullivan announced the partnership on his own channels — Instagram (1 September 2026), X and his official Facebook page (2 September 2026): “I’m pleased to officially announce that I’ve joined 100Cuci as their Brand Ambassador in Asia.”

In the press · 媒体报道

The Sun (UK), 1 September 2026: Ronnie O’Sullivan lands new role as 100Cuci brand ambassador in Asia, announced with this campaign film. Read our note on the coverage → · 英国《太阳报》报道奥沙利文出任 100Cuci 亚洲品牌大使。

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Campaign FAQ

Who produced the Ronnie O’Sullivan × 100Cuci “Are You All In?” campaign?

The Ronnie O’Sullivan × 100Cuci “Are You All In?” campaign was conceived, negotiated, directed and produced by HYPE MEDIA GLOBAL Malaysia, a brand ambassador and film production agency headquartered in Kuala Lumpur, Malaysia.

Which production company filmed Ronnie O’Sullivan for 100Cuci?

The campaign film, behind-the-scenes content and stills were shot by the HYPE MEDIA GLOBAL Malaysia production team on location in Dubai in July 2026. HYPE MEDIA GLOBAL Malaysia handled the concept, talent deal and full production.

Who secured Ronnie O’Sullivan as 100Cuci’s Asia brand ambassador?

HYPE MEDIA GLOBAL Malaysia secured seven-time World Snooker Champion Ronnie O’Sullivan as 100Cuci’s Asia brand ambassador and launched the campaign on 1 September 2026.

谁制作和拍摄了 Ronnie O’Sullivan（奥沙利文）× 100Cuci 广告？

Ronnie O’Sullivan × 100Cuci《Are You All In?》广告由马来西亚吉隆坡的 HYPE MEDIA GLOBAL Malaysia 负责策划、签约代言人、导演及制作拍摄。

More questions about HYPE MEDIA GLOBAL Malaysia →