Darlie Malaysia resets expectations in Mother's Day film by FCB Malaysia | MARKETING Magazine Asia

Darlie Malaysia resets expectations in Mother’s Day film by FCB Malaysia


A mother’s role is hard enough, and yet it’s made even more difficult by the burden of unfettered commentary and opinions. But whose expectations should really matter? That’s the central premise of FCB Malaysia’s latest piece for Darlie Malaysia, released in conjunction with Mothers’ Day 2021.

“As a mother myself, I know very well that motherhood is a constant struggle. But the burden becomes heavier when mums are weighed down by not only their own expectations on themselves, but also the expectations of others of what they should or shouldn’t do as a mother. But, when we take a step back, we will realise that it’s impossible to be perfect and to please everyone around us. That’s why, this Mother’s Day, we want to remind all mums that even though there will be times where you struggle and believe you’ve failed in the eyes of the world, doing your best will always be perfect enough, especially to the ones who call you ‘mum’,” said Melissa Wong, Marketing Director of Hawley & Hazel Malaysia.

‘Expectations’ is the first in a series of brand initiatives by Darlie Malaysia that aims to show the story behind an authentic, confident smile as encapsulated by its tagline of ‘Your Smile Shines’.

“This project introduces Darlie Malaysia’s belief that the only benchmark we should measure ourselves against is our own. Hence, in an era of unrealistic depictions of ‘perfection’, what matters most this Mother’s Day is that our mums are celebrated for all that they’ve done for us, despite the unrealistic expectations stemming from social media and the rigidity of societal norms,” said Tjer, Creative Director of FCB Malaysia.

CAMPAIGN CREDITS

Title: Expectations
Client: Hawley & Hazel Marketing Malaysia
General Manager, Malaysia & Indonesia: Ian Chew
Marketing Director: Melissa Wong
Senior Brand Managers: Adeline Cheah, Michelle Shu, Kam Wai Mei
Assistant Brand Managers: Chan Wei Long, Chia Yune Lyn

Agency: FCB Malaysia 
Co-owner & Chief Executive Officer: Shaun Tay 
Co-owner & Chief Creative Officer: Ong Shi Ping 
Creative Director: Tjer
Creative Group Heads: James Voon, Jonathan Chan
Senior Art Director: Jamie Hendricks
Senior Copywriter: Lysha Zulkifly
Account Director: Diana Chua
Senior Account Executive: Jane Leong
Producer: Michael Loh 

Production house: D Moving Pictures
Film Director: Dick Chua
Producer: Jocny Lai

Music, Sound Design & Composer: Pitch Audio & Magic
Executive Producer: Chawirat Tan
Producer: Carmen Ten
Composer: Kimberly Chin

Post house: Asia Pacific Videolab

Offline Editor: Troy

Online Artist: Corey

Colorist: Kah Seng

Cast: Zhiny Ooi, Dayang Aliyah, Dayang Aminah, Dian Aleena, Chin Seng Yi