Malaysia Airlines wonders if there’s a recipe for love in ad targeting domestic audience

Malaysia Airlines has launched a sentimental commercial aimed at a domestic audience that positions the carrier as bringing loved ones closer to home.

Called ‘Layers of love’, the film – which launches just before Valentine’s Day – focuses on the troubles of the heart of a young woman, who is baking a layer cake with her mother.

The Ibanese-language film carries the hashtags #kasihberlapis and #sayangsikabis, and Malaysia Airlines is distributing the content through its social channels with the words, “the greatest joy is to love and be loved in return.”

The film comes six months after MAS appointed a new marketing director, Charles McKee, who replaced the outgoing Dean Dacko. Around that time, the airline also hired a new advertising agency to lead a rebrand of a company that suffered two major air disasters inside six months last year, MH370 and MH17.

MAS launched the film ‘Sweetness of Sacrifice’ for Chinese New Year last month.


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