Like the recent Raya TVC ‘Jahit’, the film was directed by Quek Shio Chuan, the same director Leo Burnett worked with for the brand’s 2013 Chinese New Year spot and 2012 Raya spot.
The production house is Reservior Production and executive producer Ismail Kamarul told Campaign Asia-Pacific that it is worked in collaboration with Petronas’ BTL agency DNA Comms for the spot.
DNA Comms was appointed in 2011, while Zenith Media is Petronas’ media agency.
Malaysia’s National Day is this Saturday (31 August) and Malaysia Day is on 16 September. Malaysia Day is to commemorate the establishment of the Malaysian federation on the same date in 1963.
“The video is telling one person’s story in Malaysia through four families,” Kamarul said. “It tells the different stages of life of Malaysians. There is no dialogue; we just play on the music.”
Four families represent four groups in the country, namely Malay, Chinese, India and native. The tagline is “our lives may be different, but our hopes and dreams are the same”.
The 60-second version of the video is now being broadcast across all media channels. The longer version, about four minutes long (above), is available on YouTube.
Petronas Malaysia called a pitch early this year for its creative business across its Petronas Dagangan, motorsports, lubricants and corporate business. A total of six agencies, including incumbent Leo Burnett, have been shortlisted. Other shortlisted agencies are M&C Saatchi, Dentsu Utama, Draftfcb, McCann Erickson and Ogilvy & Mather. The result is expected to be announced anytime soon.
CREDITS
Production house Reservoir Production
Director Quek Shio Chuan
Executive producer Ismail Kamarul
Producer Wai Leng
Creative agency DNA Comms
COO Ashraf Salahuddin
Senior account director Kam Ka Vhei
Account director Cindy Quek, Lee Hing Hing
Creative director Solomon Morais
Creative group head Zaulin, Pamela Kor
Art director Fadzlin
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