Malaysia - This year's Petronas CNY 'Nobody's Child' TVC comes with the message of cherishing your family.
The TVC will run on RTM 1 & 2, TV3, NTV7 and Wah Lai Toi (Astro) for one and a half weeks from 4 February. The TVC will also be viewable online for two weeks on high-traffic websites of the newspapers The Star and New Straits Times, Nanyang Siang Pau and Sin Chew Jit Poh. There is an option for the TVC can be emailed to friends with CNY greetings online. The ad was also in all major newspaper publications (English & Chinese) on the eve of CNY as a timely reminder.
According to a spokesperson from Leo Burnett, Petronas' investment in its festive campaigns allows the brand to touch the hearts and minds of Malaysians.
In the campaign, Nobody's Child is Tan Tiam Hock, a gutsy seven year old who cannot draw a reunion dinner scene. He remains brave despite being scolded by his teacher. We realise why he doesn't draw anything when he goes home to an orphanage.
The script is the brainchild of Ken Wong Woon Kian, a 23-year-old visualiser who joined Leo Burnett one year ago. This commercial is a tribute to his mum who passed away suddenly last year, two days before CNY.
Wong is the youngest person to have had a script approved and produced for the long-running Petronas campaign. Recognising that each staff has different experiences and cultural upbringing, the agency issues an open brief to its staff internally to submit a script for Petronas' festive ads.
Yasmin Ahmad, ECD of Leo Burnett, said, "I liked the script so much, I asked Petronas and Ken for permission to direct it. Usually I direct my own scripts, because I'm quite nervous about directing other people's scripts. But because Tan Hong Ming (Petronas' 50th Merdeka TVC - 2007) was so well received and won golds, I felt more confident."