On 14 April 2025, Malaysia didn’t just lose a former Prime Minister.
We lost a moral compass.
A gentle statesman.
A leader who proved—through action, not rhetoric—that kindness is not a weakness, but the very essence of enduring leadership.
Tun Abdullah Ahmad Badawi, lovingly known as Pak Lah, passed on at 85.
But for those of us who had the privilege of walking a few steps alongside him, his spirit continues to whisper through small acts of decency and grace that shaped a nation’s heartbeat.
A Campaign of Character, Not Charisma
In 2004, I was part of the creative team at Bloomingdale Advertising entrusted with crafting the narrative for Pak Lah’s General Election campaign.
That election would go on to deliver a landslide victory: 198 out of 219 parliamentary seats for Barisan Nasional.
But what made this campaign different wasn’t the win. It was the man behind it.
Working alongside his inner circle— dubbed the “Fourth Floor Boys,” we shaped a campaign rooted not in bombast, but in belief.
Pak Lah’s message was simple, sincere, and powerfully human:
“Work with me, to work for you.”
“Malaysia is for all. Today’s Government is shared by all races.”
“Saya bukan menjadi Perdana Menteri untuk seronok dan bergaya, tetapi ini adalah amanah dan ibadat bagi saya.”
This wasn’t a branding exercise.
It was a national conversation about purpose, dignity, and unity.
The campaign’s soul mirrored the man himself—measured, mindful, and full of quiet resolve.
The Little Things That Stayed With Me
Pak Lah had a way of turning professional interactions into deeply personal moments.
He’d call me “Moolkeet”—a gentle mispronunciation I never corrected. There was something tender about it. As if, in that minor misstep, he made me feel seen and valued.
But the most unforgettable moment came not during strategy meetings or campaign reviews, but at a time of profound personal loss.
The Day Kindness Spoke Louder Than Grief
It was 20 October 2005. Pak Lah’s beloved wife, Datin Seri Endon Mahmood, had passed away from cancer.
I stood among the thousands paying our final respects, quietly approaching to offer my condolences.
Through his grief, he looked at me with genuine concern and asked:
“Moolkeet, thank you very much … has Bloomingdale been paid for their work?”
That single sentence floored me.
Here was a man mourning his life partner.
And yet, he took a moment to check if my agency had been paid.
It wasn’t political theatre.
There were no cameras, no PR handlers.
Just one man making sure another was okay.
I nodded, humbled. “Yes, Sir. Bloomingdale has been paid.”
He patted my shoulder gently and said, “If there’s anything you need, please do let me know.”
That’s not just leadership. That’s love in action.
What Pak Lah Taught Me About True Leadership
In a world where ego often wears the crown, Pak Lah ruled with empathy.
He didn’t lead by fear or flourish.
He led by listening.
He offered space for dissent.
He embodied inclusivity, even when it was politically inconvenient.
In today’s hyperpolarised landscape, his approach feels like a masterclass in moral leadership—a blueprint Malaysia desperately needs.
He wasn’t a headline hunter. He didn’t weaponise social media. Yet his impact was seismic.
Pak Lah believed leadership was amanah—a sacred trust, not a show.
His Legacy Lives in Us
As communicators, marketers, and storytellers, we often seek narratives that inspire.
Pak Lah gave us one by simply being who he was—authentic, gracious, human.
Even in farewell, he teaches us that a leader’s legacy is not measured in votes or policies, but in how they make others feel.
And how they show up when the world isn’t watching.
Rest well, Pak Lah.
You called me “Moolkeet.” And I never minded.
Because everything you said came from a heart this nation will never forget.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
