Leo Burnett Malaysia launches Petronas Chinese New Year ad

Petronas' Chinese New Year campaign rolls out today across Malaysian TV channels. A touching twist to Chinese New Year ads, '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 will be supported by print and digital, and this campaign also marks the first time a Facebook application has been developed for the annual CNY festive campaign. Created by Leo Burnett Malaysia, the campaign brings 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 from his children.

By highlighting their wishes, the Petronas festive commercial drives home how easy it is to bring joy and a smile to the elderly – by spending more time with them and giving them the love, respect, attention and understanding that they deserve.

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 Malaysians’ daily lives.

Credits:

Project 'Their hope'
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)