KUALA LUMPUR, MALAYSIA – Dentsu Creative Malaysia has launched “HORSE-H LIAO DRAMA” for Mister Potato, a Chinese New Year campaign that reimagines festive snacking through a comedic lens on classic kungfu cinema, as it introduces two limited-time flavours, La Zi Ji and Kam Heong Chicken.
During Chinese New Year, traditional festive snacks dominate households and social feeds, making it challenging for a potato chip brand to stand out in a crowded landscape where many brands communicate similar themes of togetherness and celebration. At the same time, movie and drama watching remains one of the most common snacking occasions during the festive period, creating a natural opportunity for Mister Potato to insert itself into moments of shared entertainment.
A word play on a colloquial hokkien dialect expression meaning “really awesome” and tying in to the lunar year of the Horse, HORSE-H LIAO Drama taps into a nostalgic practice of Chinese families rewatching iconic kungfu films together during the festive period.
The battle for the ultimate flavour plays out across a series of three social-first short films inspired by kungfu movie classics that parody legendary scenes from Drunken Master, Ip Man, and Enter The Dragon with local KOLs, Sai, SongBill, and jobroseph.
How Yuan Yi, Chief Marketing Officer, Mamee Double Decker Sdn Bhd, commented, “Mister Potato connects best with audiences when it is fun, relatable and easy to enjoy together, and dentsu understood his from the start. While the campaign is inspired by classic kungfu dramas, the team reimagined it for today’s generation, using contemporary humour and familiar influencers to make it feel current and shareable. It allows us to celebrate tradition without being stuck in it, while introducing new flavours in a way that feels entertaining and true to the brand.”
Ellison Fernandez, Executive Creative Director, Dentsu Creative Malaysia, commented, “Chinese New Year is a deeply collective celebration, rich with local nuances. Instead of following the usual festive formula, we wanted to mirror how families actually spend time together, by laughing, watching and sharing. Reimagining these iconic fight scenes allowed us to tell a story that feels entertaining, relatable and enjoyable for audiences of all ages.”
HORSE-H LIAO DRAMA runs across Mister Potato’s social platforms on Instagram and is supported by in-store displays featuring the La Zi Ji and Kam Heong flavours, from 2nd January until 2nd March.
