(Marketingmagazine.com.my) - Seems like nobody is horsing around this coming Chinese New Year as marketers pump up the volume to cash in on feel-good festive messages that resonate well with Malaysians. It is no secret that advertising spend takes an upward spike during festive seasons and Malaysia is probably one of the few countries in the world where this has become a permanent trend.
We start with this Petronas TVC, which marks the beginning of the year which comes as an opportunity to start afresh for many, bringing with it a sense of hope and optimism. The campaign comprises three-minute web film titled Young Hearts, 60-second and 30-second versions of the film aired as TVCs, plus a community programme for Petronas staff called Sentuhan Kasih.
The web film captures the excitement of its two main characters on the eve of Chinese New Year as they prepare for the celebrations. The story follows them as they shop for CNY essentials and gifts for the family, soaking in the festive atmosphere with youthful exuberance and enthusiasm.
|Creative agency:||Leo Burnett|
|Art Director:||Tam Jian Zhong|
|Agency Producer:||Melanie Ranatunga|
|Client Servicing:||Tony Khoo, Van Sharma, Eda Ariffin, Victor Loh, Kristen De Silva|
|Media agency:||Zenith Media Sdn Bhd|
|Media Planners:||Liew Soo Ken, Mandy Chan, Mahira Mohd Dahlan|
|Production house:||Reservoir World|
|Director/Photographer:||Quek Shio Chuan|
|Edit House:||Meccanica EFX|
This one will get the tears rolling from the first frame - family is forever. It has clicked almost 400,000 views!
Tenaga Nasional Berhad
TNB scores big time with this spot by Leo Burnett, directed by ace creative, Tan Yew Leong with Chilli Pepper Films.
A simple but brand relevant message executed in a loving home without the usual fuss of exasperation.
|Agency:||Leo Burnett Malaysia|
|Creative Director:||Iska Hashim|
|Junior Art Director:||Andiry Tan|
|Art Director:||Chan Hock Liang|
|Head of AV:||Iskandar Siva|
|AV Producer:||Saqina Latif|
|Group Account Director:||Megat Camin Rizvi|
|Account Manager:||Ashikin Yusof|
|Production House:||Chilli Pepper Films|
|Film Director:||Tan Yew Leong|
|Executive Producer:||Fendi Harjoh|
Ong Mali (or Good Luck is coming) never fails to draw the viewers. Ah Beng and friends come to Tesco for a mountain of good luck as RM188, 000 worth of Tesco Vouchers are up for grabs with Ah Beng's nationwide roadshows. Creative handled by Spin Communications and media by Maxus. This TVC has clicked almost 300,000 viewers!
Eu Yan Sang Malaysia
Eu Yan Sang tugs at the heart strings as a father and son do not have an open conversation about the future and tragedy sets in at the wrong time. True tear-jerker!
One of my favourites is this KIA spot which just disarms the viewer in a charming and endearing way while getting the message of road safety across. Douglas Lim rocks! Agency handling is 'Dolphin, The Social Media Agency’.
We sign-off with this special Chinese New Year film done in China about abandoned children in rural China that numbered over 60 million.
Their parents work in cities, half of which only returns home during Lunar New Year once every few years. This Lunar New Year, Coca-Cola makes these children's wishes come true by bringing their parents back home, which the video features three of these families.