BBDO Malaysia plays on emotional struggles of father in campaign for Guardian Pharmacy
A father who only communicates emotionally with his daughter through written messages – but who presents her with gifts from Guardian Pharmacy at important moments in her life – forms the basis of a Chinese New Year campaign created by BBDO Malaysia.
The final gift in the two-minute spot shows him giving a gift of a charm designed to highlight Guardian’s partnership with Swarovski.
BBDO Malaysia said the ad, which has appeared on Facebook and YouTube with a 30-second version airing on national television, was based on insights which found Asian parents are reluctant to express to themselves emotionally.
“Instead, they show their affection for their family in more subtle ways, but all the while their children know that they wish the best for them,” the agency said.
“The final gift, the ‘Dreams and Aspirations’ charm, highlights Guardian’s partnership with Swarovski while also showing the generosity and love the father has for his daughter.”
Credits:
Agency: BBDO Malaysia
Idea, Copy: Krystle Morais, Deborah Woong, Sabrina
Art Direction and Design: Dafi Alfadila, Heshvin Vasudevan
Clients Servicing: Vanessa Gan, Wong Siew Hong, Moses
Production: Vinod, Kent Chan, Wong Wei Soon
A Film by Reservoir Production
Film producer: Nyok, Sabrina, Chun Son
Director: Ismail Kamarul
Client: Guardian Pharmacy Malaysia
Steve Jones is regular contributor to Mumbrella in Australia and Asia having held the title of chief reporter for several years. He is a journalist with more than 30 years experience and has worked for a number of consumer and trade titles in the UK and Australia
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