AI no match for a mother’s touch, says Malaysian telco Maxis in film by Leo Burnett

Leo Burnett has created an ad for Malaysian telco Maxis suggesting that while the sophisticated age of Artificial Intelligence is upon us, it is no match for the personal touch.

The Mother’s Day film titled “A.I. < M.I.” is set in the “near future” and tells the story of a young girl’s relationship with the artificial intelligence that takes care of her. At the end, she tearfully embraces her mum.

Leo Burnett creative group head Adrian Ho said the work was a deliberate attempt to move away from the “typical film that guilt tripped Malaysians into loving their mothers”.

“Instead we drew inspiration from the new generation’s symbiotic relationship with technology. From there, comparing a mother’s kindness to the cold, calculating assistance of artificial intelligence came naturally,” Ho said. “We felt this was a new, fresh take on a Mother’s Day ad.

“For a technology brand like Maxis’, it proved to be a perfect fit.”

Maxis head of marketing communications Bernard Lee said: “We wanted to connect with the digital natives by tapping into the new fascination with Artificial Intelligence, and chatbots this Mother’s Day.

“The film offers a glimpse into what’s next, but is deeply grounded in how some things don’t change, that technology will never replace the human touch. So we felt that pitting the best form of A.I. against the best representation of humanity – Mothers was a great fit.”


Client : Maxis

Agency : Leo Burnett, Malaysia

Executive creative director : Andrew Low

Managing partner: Andrew Leong

Creatives: Walter Teoh, Adrian Ho, Abby Tai, Wong Jing Wei, Rociel Chan

Agency producer : Roseniyati Abdullah

Senior account director : April Toh

Account manager: Albert Tang

Senior account executive: Jean Lim

Project management: Julia Boudville

Film director : Rajay Singh Directors ThinkTank

Executive producer : Heng Tek Nam

Post House : VHQ KL

Music : Fuse Adventures in Audio Malaysia


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