Freedom Bank and SEED replace ad spots with four-episode 'Ya/My - IP' series

August 30, 2026 · tribune.kz

On August 24, Freedom Bank and agency SEED released the first episode of Ya/My - IP, a four-part sketch series built to stand in for the standard 15-second ad spot when promoting the bank's Freedom Business app. Daniyar Dzhumadilov plays every role in every episode, taking on the manager, accountant, warehouse keeper, packer and courier hats that a small-business founder wears in the early days. Each episode centers on a single app feature: a voice AI assistant, business cashback, AI-generated product card creation and free ChatGPT access, with new episodes airing each Monday for four weeks across YouTube, Instagram, Freedom Kino i TV inside the Freedom SuperApp, cinema pre-roll blocks, digital placements and outdoor boards. Ten days before the premiere, SEED launched Instagram and Threads pages for Ütiksiz, a fictional t-shirt label selling shirts left creased by the dryer, and framed them as a working shop. Some users submitted preorders and UGC creators pitched partnerships before realizing the brand was part of the campaign. SEED described the crumpled shirts as "rays of support for every entrepreneur and a symbol that Freedom Business is a place that can service your business."

Episodic branded content built around individual product features gives advertisers with complex, multi-function apps a way to explain each one without cramming benefits into a single cut-down spot. Splitting distribution across an in-house streaming service, cinema pre-roll, YouTube and social also means one production funds several buys instead of one, a template media planners handling fintech and SMB-focused clients can benchmark against straight short-form ad campaigns. The Ütiksiz teaser adds a second lesson: a believable fake product page drew preorders and creator outreach before a single paid placement ran, generating earned reach that a media plan alone would have to buy.