Bringing back the human touch this Mother’s Day

A PSA to our readers – this Sunday is Mother’s Day!

For those of you who have been wrapped up in a blanket of deadlines, it’s still not too late to buy a bouquet or a gift for your Mum. She may nag and scold you, but nothing replaces a mother’s touch. Driving that message is Maxis in its latest Mother’s Day short film titled “A.I. < M.I.”

Set in the near future, the film tells the story of a young girl’s relationship with the artificial intelligence that takes care of her. While the AI assistant could assist the film’s main protagonist in managing her basic needs – scheduling her day, preparing her food and even driving but what it could not do was sense her emotions. Check out the full video below:

The video shared on Maxis’s social media platform has so far raked up over 76,000 views on YouTube and 580,000 views on Facebook.

Sharing his thoughts on the video Bernard Lee Head of Marketing Communications at Maxis said, “We wanted to connect with the digital natives by tapping into the new fascination with Artificial Intelligence, and chatbots this Mother’s Day. The film offers a glimpse into what’s next, but is deeply grounded in how some things don’t change, that technology will never replace the human touch. So we felt that pitting the best form of A.I. against the best representation of humanity – Mothers was a great fit.”

The campaign was conceptualised by Leo Burnett together with Directors ThinkTank.
“When we first approached the mother’s day brief for Maxis, we told ourselves we did not want to do a typical film that guilt tripped Malaysians into loving their mothers. So instead we drew inspiration from the new generation’s symbiotic relationship with technology. 

From there, comparing a mother’s kindness to the cold, calculating assistance of artificial intelligence came naturally. We felt that this was a new, fresh take on a Mother’s Day ad. For a technology brand like Maxis’, it proved to be a perfect fit.” said Adrian Ho, Creative Group Head of Leo Burnett.

The video also carried links to special Mother’s Day deals on the MyMaxis App. 
Client : Maxis
Agency : Leo Burnett, Malaysia
Executive Creative Director : Andrew Low
Managing Partner: Andrew Leong
Creatives: Walter Teoh, Adrian Ho, Abby Tai, Wong Jing Wei, Rociel Chan
Agency Producer : Roseniyati Abdullah
Senior Account Director : April Toh
Account Manager: Albert Tang
Senior Account Executive: Jean Lim
Project Management: Julia Boudville

Film Director : Rajay Singh Directors ThinkTank
Executive Producer : Heng Tek Nam
Post House : VHQ KL
Music : Fuse Adventures in Audio Malaysia

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