The campaign uses two ambassadors in their 20s, Aaron Lim and Fairuz Fauzy, to communicate with youth.
Kenneth Lim, creative director at Crush, said the seemingly odd pairing of racecars and road safety was deliberate. “The intention of the PSA is to wake the public from the idea that it is OK to do what they might think is safe but in reality is far from it.”
Plus Expressway warns that speeding and tailgating are only acceptable acts on the racetrack.
The two television commercials titled ‘Yuz-pakai le’ and 'The secret’ take different approaches. The first ad takes on a day-to-day approach to road safety with the tagline ‘Pakai le’, meaning ‘put it on’. The scenes portray a typical Ah Bang driving without his seatbelt fastened, and ultimately humiliated when even his idol Fauzy tells him to buckle up. 'The secret' is a more straightforward PSA commercial with Lim and Fauzy comparing racing and daily driving.
The advertisements will be running on local television channels and cinemas across Malaysia until early December.
Yuz:
The secret:
Credits:
Project Yuz and The Secret
Client Plus Expressways
Creative agency Crush Communications, Malaysia
Copywriters Kenneth Lim, Adriana Saleh
Art director Lee Phai Kee
Media agency Trapper Media
Media planner Nancy Chua
Production company Pumpkin Pictures
Editor & re-toucher Ajay Kumar
Exposure Television, cinema
Kenneth Lim, creative director at Crush, said the seemingly odd pairing of racecars and road safety was deliberate. “The intention of the PSA is to wake the public from the idea that it is OK to do what they might think is safe but in reality is far from it.”
Plus Expressway warns that speeding and tailgating are only acceptable acts on the racetrack.
The two television commercials titled ‘Yuz-pakai le’ and 'The secret’ take different approaches. The first ad takes on a day-to-day approach to road safety with the tagline ‘Pakai le’, meaning ‘put it on’. The scenes portray a typical Ah Bang driving without his seatbelt fastened, and ultimately humiliated when even his idol Fauzy tells him to buckle up. 'The secret' is a more straightforward PSA commercial with Lim and Fauzy comparing racing and daily driving.
The advertisements will be running on local television channels and cinemas across Malaysia until early December.
Yuz:
The secret:
Credits:
Project Yuz and The Secret
Client Plus Expressways
Creative agency Crush Communications, Malaysia
Copywriters Kenneth Lim, Adriana Saleh
Art director Lee Phai Kee
Media agency Trapper Media
Media planner Nancy Chua
Production company Pumpkin Pictures
Editor & re-toucher Ajay Kumar
Exposure Television, cinema
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