Screen captured from Petronas and Bernas CNY's commercialsKUALA LUMPUR: Like it or not, when it comes to TV and radio advertisements during the festive season, especially here in Malaysia, tear-jerkers sell.
Perhaps there was an unwritten rule or perhaps festive season draws out that melancholy and nostalgia in all of us. Whatever the reasons, sappy commercials seem to be the top choice for companies extending festive greetings to viewers and listeners.
For this Chinese New Year (CNY), Padiberas Nasional Berhad (Bernas) came up with a TV commercial using this tried and tested formula.
Last year, it revolved around a father-son relationship. This year it was all about a mother, his son and a bowl of rice.
Titled “Ka Fan” which literally translates to “More Rice”, Bernas was able to keep to its core business but still manages to send out a well-rounded and meaningful message across.
The ad tells the story of a mother and her only son and how she would always asked him if he wanted more rice during their meals. As the boy grows up, he soon became too busy to sit with his mother. Engulfed with work, he soon stopped going back for CNY.
At the end of the commercial, the boy finally understood the reason his mother always asked him if he wanted another serving - it was simply because it meant she could spend a little more time with him.
Last year, Bernas focused on the strained relationship between a father and his son. One day, when the son was all grown up, he was met with an accident that left him paralyzed.
Since then, the son refuses to do anything except sit on his wheelchair and mope. The father, who had had enough of his son’s negative attitude, decided to carry the son on his back and slowly helped him get back on his feet. He kept at it until the boy could once again walked by himself.
Another corporation, Petronas was no a stranger to sappy TV advertisements.
From the days of the late Yasmin Ahmad, the company has always attempted to inject heart-wrenching emotions in all its festive season adverts.
This time, “Tau Foo Fah” appeared to have hit it big with the public. The premise was simple; families and community coming together in the spirit of harmony and unity.
Ismail Kamarul, the executive director of Reservoir Production told Malaysian Digest that shooting “Tau Fu Fa” ad was an exhilarating experience.
"Some find it emotional, some find it lighthearted. For me, it was a love story and creating it was an exhilarating experience," he said.
Ismail said a TV commercial can be touching, fun, slick, young, over the top, or emotionally nerve-wrecking.
“What's important is that the ad communicates the message and the audiences get it. This is what makes a commercial successful," he said.
"The message in 'Tau Foo Fah' is simple. It is about perseverance, family and hope," he said.
“When everyone talks about it, that is considered a successful commercial. Nothing beats an ad that is spread by the public. Not even big budget media can top that," he said.
From a different angle, this year’s sappy CNY ads are perhaps a tad more touching than usual because of all the turmoil occurring in the world.
Joey Yap, a renowned Feng Shui master in a recent interview predicted more wars and deaths this year. He highlighted that the world should expect more natural disasters involving water, such as floods, hurricanes and fire this year.
On a more pleasant note, Prime Minister Datuk Seri Najib Razak and his 22-year-old son’s 40-second CNY radio advertisement was refreshing amid all the doom and gloom.
In the ad, Najib was heard attempting to speak Mandarin while his son, Nor Ashman, who has previously studied Mandarin at the Beijing Foreign Studies University, corrected his pronunciation.
Both father and son later combined their names to extend a festive greeting to listeners: “Chinese New Year is around the corner. Let us extend our greetings to all.”
It was reported that the advertisement went on air since Monday and broadcasted by 11 radio channels.
Whatever the approach may be, TV commercials in the country has come a long way from the days of straightforward product placements.
So, for those celebrating CNY, book that flight, bus, train, or gas up that car and go back to see your family. Make that moment last.
