The Ox cancels all its plans this year until a familiar character gives him a needed push

As everyone stays indoors, again, Your Maker and IPC has used this opportunity for its 2021 CNY ad by showing this year’s Zodiac animal, The Ox, doing the same and canceling any plans of leaving his home.

After losing his job as a gym instructor and his endorsement deals, due to pandemic, the film shows that the Ox has given up on everything, especially himself.

However, with the help of a familiar character, IPC’s 2020 CNY campaign, the rat named Jack Chow (which is actually a hamster), they are able to convince the Ox to pull himself together and make the best of the circumstances.

With Jack Chow’s motivation along with an opportunity from IPC shopping center, the film takes us through the Ox’s journey of rediscovering his passion for spreading healthy vibes to others.

The film acts as a piece in IPC’s efforts to help visitors channel their inner Ox and be a fitter version of themselves, despite all the challenges they’ve been through.

According to IPC, the initial idea for this year’s CNY campaign was to have the film invite Malaysians to visit the shopping center to experience a one-of-a-kind on-ground interactive fitness activation.

However, as things didn’t go as planned, IPC came up with a new plan.

“With the implementation of the renewed movement control order, we had to immediately pivot our original on-ground plans to a digital one to offer our community an alternative rewarding consumer experience,” said to Marketing Manager of IPC Shopping Centre, Mark Tan.

“Our goal is to provide our community with the interactive experience that they are used to while visiting IPC Shopping Centre but with a twist and while it wasn’t easy, we somehow managed repackage our usual on-ground festivities and turned it into an “Ox-mented” (augmented) reality home workout challenge using the titular Ox from our film.”

The film’s making was created by Your Maker and Minerva Productions.

Watch the film here:

MARKETING Magazine is officially accepting submission for the Experts’ Choice Awards CNY 2021 TVC. Submit your TVCs here.

MARKETING Magazine is not responsible for the content of external sites.

The 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 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene