Petronas CNY film urges Malaysians to count their blessings

One of the greatest traditions in Malaysian advertising, the annual Petronas film released around the Chinese New Year celebrations, centres on the struggles of a poor schoolboy and his mother this year.

The five-minute film, called ‘Rubber boy’, begins with a boy’s memory of the time he was slapped by his mother, who works in the forest collecting rubber for a living.

A microsite also features a video to show how the film was made.

The work was by Leo Burnett, which has handled the Petronas account for two decades. The Petronas films were made famous by the late ECD of Leo Burnett Yasmin Ahmad.

“We believe this story is relatable to us all. We are guilty of this at one point or another where in chasing our dreams, we lose sight of what’s important – our loved ones. We hope that ‘Rubber Boy’ will inspire Malaysians to take a minute to appreciate their greatest blessings” said James Yap, creative director of Leo Burnett KL.

“Our longstanding partnership with Petronas has allowed us to tell stories of Malaysians and we hope to continue doing so as we believe that every Malaysian is an inspiration,” he added.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing