Brand: Perodua
Client: Perusahaan Otomobil Kedua Negara
Problem: A lot of big multi-national corporations invest in corporate feel-good messages during the key festive seasons throughout the year. As a manufacturer of cars, we wanted to anchor the messages on something utilitarian and useful. Further, Perodua cars were not expensive cars but instead priced to be affordable to the middle-class Malaysian. These were cars for the working-class and it was important to represent the views of this class.
Solution: To give the campaigns an edge, we created stories that contained (and hopefully encouraged) social consciousness. For Chinese New Year, it was about bridging gaps and closing distances. For Deepavali, it was about beating down misperceptions borne out of our innate racist views. For Christmas, it was about responsible driving.
Here are some of the ads and TV commercials that have been done for this purpose.
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| Hari Raya: Asking for forgiveness isn't only the duty of one party |
The TV commercial below was created for Christmas and is a dramatisation of the devastating effects of alcohol. In the spot that mimics a typical product commercial promoting the safety features of a car, we are shown ultimately how such features cannot protect us from the dangers of driving under the influence.
To view the Deepavali commercial entitled 'Beyond Race', click here.
For the Chinese New Year 'Family Ties' commercial, click here.
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