Opinion

The thinking behind Leo Burnett Malaysia’s interracially-themed film for Samsung

Samsung Diwali adOver the years, previously through the work of the late, great film-maker and ECD Yasmin Ahmad, Leo Burnett Kuala Lumpur has produced some of Malaysia’s most popular films that celebrate the country’s multiculturalism around religious festivals. Its most famous work has been for Petronas, but last week it produced a gem for Samsung to celebrate Deepavali (and promote the Galaxy Note 4).

In this Q&A with Mumbrella, the agency’s creative group head Tam Jian Zhong talks about a film that centres on the visit of a Caucasian man to a Malaysian Indian family to meet his potential in-laws.

Acceptance of a different race is a central theme in the video. What was the insight that led to that creative choice?

Tam Jian Zhong

Tam Jian Zhong

Malaysia is a nation built on diversity and togetherness, where different races cherish their heritage yet embrace each other’s culture. Taking note of pessimistic social sentiments regarding sensitive issues such as race and religion, we decided to put a positive spin with a message to remind Malaysians that regardless of our differences, we have always been a very inclusive, welcoming and tolerant society, adapting to and even adopting each other’s traditions. That is what makes us truly and uniquely Malaysian, and we wanted that to come through in our story.

Talk us through the process of selling this idea to the client. Was there much push back? What were the other ideas that didn’t make it to air?

We shared stories that were simple enough to showcase the Note 4 and how relevant it can be to the people who would use it, with a local flair. This coming home story stood out because it humanised the Wide Selfie feature in a way that amplifies the idea of including others in your life, and how Malaysians would put their differences aside to celebrate together. It captured the essence of the Note 4 and how it brings back the human touch to technology. The client loved it as it is.

Why did you cast a man from a rival agency, CreativeJuice\KL, to play the lead role in the ad?

CreativeJuice\KL copywriter Will Beale

CreativeJuice\KL copywriter Will Beale

That was a total coincidence. We just wanted someone who could play the part well and believable, with the right chemistry to star opposite his on-screen girlfriend. In a connected world, Malaysians are more mobile and well-travelled, so we wanted to portray a more global coming home story with a twist. He checked all those boxes.

What was the media strategy for the campaign, and any significance to the length of the film (one and a half minutes)?

Coming off the launch of the Note 4 just a few days before Deepavali, we wanted to sustain the digital buzz we had built. Our story carried an important message worth sharing with everyone, and we leveraged our social platforms such as Facebook and YouTube to better connect with our fans. Understanding the online audience, we try to keep our stories short as based on our recent festive films, this duration seems to work for our viewers.

It’s early days, but what has the response been like to the video?

Response online has been positive and the video has even been picked up on a couple of sites when it was launched just shortly before Deepavali. It’s a universal story that we hope resonates with all Malaysians and foreigners as well.

Some of Leo Burnett KL’s – and Malaysia’s – most famous advertising has used multiculturalism as a central theme. What’s the secret to walking this line without causing offense, but still making a strong statement?

We’ve always stayed true to producing stories that tap into relevant cultural insights and real experiences, keeping our message true to the heart. We are part of this multicultural society, so we understand the sensitivities of our fellow Malaysians and tread carefully around them without diluting what we want to say. Our intent is to provoke thought and conversation in a positive light, and to contribute towards building a stronger nation.

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