Petronas unveils Chinese New Year commercial
Petronas’ festive television messaging continues with its latest Chinese New Year commercial highlighting the importance of family bonds and filial piety in a narrative style that is compelling and engaging.
“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 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.
Since its debut in 1996, festive advertisements by Petronas have been capturing the hearts and minds of Malaysians through storytelling – sharing simple but heart-warming stories that are reflective of moral values, cultural diversity, harmony and tradition that play an important role in our daily lives.
Petronas’ 2010 Lunar New Year commercial reinforces the importance of family ties and filial piety. 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.
Print and digital will support the 90-second TV spot. This campaign also marks the first time a FaceBook application has been developed for the annual CNY festive campaign.
Said Tan Kien Eng, CEO, Leo Burnett Group Singapore and Malaysia, “The Petronas festive TVC is unique in a way that Malaysians look forward to it every festive season. 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. The consistent tone of love and unity in its campaigns is also in line with the current Prime Minister’s call for 1 Malaysia. 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.”
6 Comments
Something’s not quite right with this quote – “which only Petronas can own (with its credibility and soul) as a multinational oil company.”
agreed.
This is nowhere near as good as previous efforts.
What does a Petroleum Company got to do with looking after the old folks?
What’s the relevants? Why? Why?
I don’t get it.
Excuse me Mr Tan, NO brands owns storytelling. Actually, you can’t tell the difference between the Petronas commercials and the Malaysia’s Airlines commercials when they were also done by Leo Burnett.
Looks like Petronas is emulate other Local Brands. It’s like the famous Kancil TVC done years ago. They had an old lady at an old folk home, saying how she’s a burden to her family. How nobody visit her. How she longs for her son to have Chinese New Year Dinner together. Remember?
The directing just doesn’t make the cut.