ASIA-PACIFIC – FEBRUARY 2011 – In its Chinese New Year commercial, which started airing last week, PETRONAS once again highlighted the importance of family bonds and filial piety in a narrative style that is compelling and engaging. Print and digital support the 90-second TV spot. The campaign also marks the first time a Facebook application was developed for the annual CNY festive campaign.
“Their Hope” explores the silent wishes of a group of elderly citizens in a changing society where parents are often taken for granted as their children relentlessly pursue success and independence. The 90-second TV commercial, which has had over 90,000 views within a week of its debut, brings to life a collection of insights and thoughts from parents who express their hopes and wishes for this Lunar New Year.
Old Mr. Lee wishes he could walk faster so that he could keep up with his son; the absent-minded Mrs. Eng wishes that her daughter would be more understanding; the ailing Mr. Chow wishes not to burden his children; Mrs. Chong wishes for the chance to share more time with her son; while Mr. Keong longs for visits by his children.
By highlighting their wishes, the PETRONAS festive commercial drives home the simple message of how easy it is to bring joy and a smile to the elderly – just by spending more time with them and giving them the love, respect, attention and understanding that they deserve.
Considered to be the paramount virtue in Chinese culture, filial piety – to care for one’s parents; to show love, respect, understanding and support – in a larger context transcends mere parent-child relationship and includes devotion to the larger society and nation.
Since its debut in 1996, festive advertisements by PETRONAS have been capturing the hearts and minds of Malaysians through stories that are reflective of moral values, cultural diversity, harmony and tradition.
Said Tan Kien Eng, CEO, Leo Burnett Group Singapore and Malaysia, “Not many brands around the world can claim that their campaign has such a pull on people. For the past 15 years, Leo Burnett Malaysia has been creating enduring, insightful stories for Petronas that touch people’s hearts. The brand’s success in this area saw various brands and companies in Malaysia trying to emulate this kind of communication style, which only Petronas can own (with its credibility and soul) as a multinational oil company.”
Continued Tan, “The Petronas festive campaigns garnered multiple local, regional and global recognitions including the Clio New York International, People’s Choice Award, Cannes Gold award, putting the Petronas on the pedestal as a desirable brand name.”
CREDITS
Client: Petroliam National Berhad (PETRONAS)
Creative Agency: Leo Burnett Kuala Lumpur
Creative Director: Tan Yew Leong
Writer: Ken Wong/Jovian Lee
Art Director :Ken Wong Woon Kian
Media agency: Mediavest
Media planner: Rahman Muhammad
Media buyer :Caroline Chen
Production Company :Chilly Pepper
Director : Tan Yew Leong
Editor :Affendi of Mirage
Post Production :APV
Exposure TV, press and online (Facebook and FB applications)
