In a Chinese New Year (CNY) advertising landscape crowded with tear-soaked reunions and predictable moral lessons, MR D.I.Y. Malaysia has chosen a different route: it has put the family back on trial. Anchoring its Chinese New Year 2026 campaign is The Family Trial 2: Storm of Reunion, a 10-minute web
It all started at a funeral. I never thought an ending could mark a new beginning. I went to pay my respects to an old friend, an amazing Art Director I worked with, and there I met his son. We spoke for a while. What struck me was not just
After ten years in advertising purgatory, Dos Equis has done something most brands are too timid to attempt. It has brought back its most famous asset and openly admitted that life has been rather dull without him. Yes, The Most Interesting Man in the World is back. And he returns
Careers are rarely linear, and Ian Lingarajan’s journey is a clear example of how creative paths can evolve in unexpected ways. In the latest episode of The NexGen Show, the copywriter reflects on his transition from music and teaching into advertising, sharing honest insights on stability, creativity, and what copywriting
Once upon a time, after nearly 14 years in a global agency network, working locally and overseas, I’d had enough. Fourteen years is long enough for deadlines to become your weather. Long enough for “urgent” to sound normal. Long enough to measure your weeks in briefs, edits, client moods, and
In a media landscape shaped by short attention spans, platform fragmentation and rising performance pressure, marketers are constantly asking the same question: what still works at scale? In Malaysia, the answer remains remarkably consistent — local drama. Despite shifts in consumption behaviour, drama continues to command attention, spark conversation and
Resorts World Genting has introduced “CNY in the Sky”, a Chinese New Year 2026 campaign that reframes festive traditions through immersive storytelling and high-altitude experiences. At its core, the campaign centres on a new brand film crafted to bridge time-honoured Lunar New Year themes of reunion and renewal with Resorts
Airline safety videos are, by design, functional. They exist to inform, to instruct, and—if we are honest—to be politely ignored by frequent flyers who have memorised every buckle and oxygen mask motion by heart. Which is precisely why Philippine Airlines’ decision to reimagine its onboard safety briefing as a short-form
Marriott International and BBH Singapore have launched a new ad campaign for Marriott Bonvoy, the global hospitality group’s award-winning loyalty programme, built around one simple idea: loyalty can be easy. Most travellers assume loyalty programmes are made for frequent flyers or business elites, take a lot of effort and are
Malaysia’s advertising market has crossed a psychological threshold. Digital is no longer the future, the challenger, or the “fast-growing segment”. It is the market. By 2024, digital media already commanded 77% of total adex, according to MAGNA. Social media alone accounted for 41%, followed by search at 24% and other
