Last year in May, Apple released a campaign that set the social media ablaze — certainly, not for the reasons it expected.
The ad, titled “Crush!”, featured a hydraulic press obliterating a symphony of creative tools: guitars, books, cameras, paint, sculpture, even an old arcade machine.
The message?
All of it could now be replaced by the ultra-thin iPad Pro.
It was cinematic, sleek… and brutally controversial.
Creatives globally felt affronted.
Was Apple celebrating innovation or crushing the very soul of creativity?
The backlash was swift. Apple apologised.
The ad was pulled.
But by then, the campaign had done its job: everyone was talking.
That’s the paradox of bold marketing in 2025.
It courts risk.
But it also cuts through noise, evokes emotion, and makes a brand unforgettable.
That’s the lesson Malaysian brands need to embrace.
Because while global players are daring to provoke, many of us are still asking, “Is it safe?” before we ask, “Will it move people?”
When Two Coffee Brands Went to War
Closer to home, a cheeky billboard war between ZUS Coffee and Wonda Coffee proved that Malaysian marketing isn’t short on guts.
It’s just rare that we see it play out so publicly.
It started when ZUS put up a billboard that read: “ZUS Coffee kegemaranM Nasir” (“ZUS Coffee is M Nasir’s favourite”)—a tongue-in-cheek nod that playfully hinted at the name’s cultural resonance.
Wonda shot back with its own billboard featuring the legendary singer M Nasir himself, countering with: “Kopi Wonda kegemaran M Nasir.”
Malaysians laughed, screens lit up, and social media buzzed.
People took sides, brands became conversation pieces, and a category as routine as ready-to-drink coffee suddenly felt alive.
It was bold. It was local. It was brilliant.
And crucially—it wasn’t afraid.
Safe Is No Longer Safe
Let’s be honest.
For years now, the Malaysian marketing playbook has leaned heavily toward caution.
Pandemic-era messaging, understandably subdued, conditioned many brands into restraint.
But we’re now well into the second act of recovery and the audience has changed.
Consumers today have razor-sharp filters.
They scroll fast, think faster, and expect more than safe slogans and templated tropes.
They crave connection. Relevance. Wit. Risk.
In a region exploding with youth, culture, and digital natives, Malaysia can no longer afford to be the “nice guy” in the creative race.
Safe ads are forgettable.
Only bold ones earn attention—and loyalty.
From Emulation to Invention
Too often, we wait for inspiration to arrive from the West, or at best, from Singapore or Bangkok.
By the time we replicate the trend, the moment has passed.
But Malaysia has its own stories, its own humour, and a uniquely diverse voice.
We don’t need permission to lead.
We need the conviction to believe that what we create can stand shoulder-to-shoulder with the best.
Our local brands—be it fashion, F&B, telco, or tech—must start owning their cultural identity instead of diluting it to sound “global.”
What’s truly global, in 2025, is work that is proudly local and deeply human.
A Message to the Gatekeepers of Malaysian Marketing
Stop killing the idea your creatives are secretly in love with.
That’s probably the one the public will remember.
To young marketers: Don’t wait for the system to change.
Push it. Question it. Challenge your team to do better.
Malaysia’s voice in advertising doesn’t need to be safe to be respected.
To the veterans: You didn’t build your careers on safe.
You built them on daring work, late nights, and “crazy” pitches.
Now is the time to rediscover that energy—not to compete, but to inspire.
From Recovery to Reinvention
The second half of 2025 isn’t about bouncing back.
It’s about breaking through.
We don’t need more brand safety nets—we need brand boldness.
The kind that surprises.
The kind that offends a few, delights many, and stays with all.
Because great campaigns don’t just capture attention.
