Samsung Malaysia kicks off Ramadan with emotionally charged spot titled Family Portraits
Cheil Singapore has launched a thematic campaign for Singapore in celebration of Hari Raya Aidilfitri. The TV commercial, titled ‘Family Portraits’, details scenes typical of today’s busy lifestyles.
Family time is often sacrificed when children grow up and move on with their own lives. In a bid to preserve memories of a complete family, the matriarch turns to desperate means. Her little act rouses much guilt in her children.
“Sometimes, we’re distracted by our everyday commotions that we may neglect those who truly matter. Hari Raya is a perfect time to reconnect with our family. Samsung wishes to take this opportunity to remind everyone about the importance of family togetherness,” says Kwon Jae Hoon, Managing Director, Samsung Malaysia Electronics Sdn. Bhd.
The 5-week campaign also launched with an online contest where fans are encouraged to share their Hari Raya portraits. The 100 most heartwarming entries win a Samsung Family Movie Treat each, where family bonding is once again in focus.
Print, radio, digital and retail materials support the campaign. The contest and details can be seen at www.portraitsofraya.com
“Family portraits define togetherness. We hope this campaign urges everyone to come together and create new memories this festive season,” Jimmy Lee, Creative Director of Cheil Singapore explains the concept.
This is Samsung’s first foray into brand convergent festive marketing.
The TVC was directed by Al Isaac and produced by his team at SuperWonderful.
1 Comment
…of making a commercial 2 minutes longer than it really needed to be.