THE pandemic changes how Malaysians celebrate the festive seasons. What used to be occasions of much revelry were reduced to scaled-down gatherings of loved ones under strict social restrictions and new normal practices.
But some things remain.
Malaysians can always count on short films to usher in the festivities – productions that showcase family, friends and cultural values, that make us laugh, or blink back tears.
Star Media Group has rounded up a selection of Chinese New Year 2021 commercials and pays tribute to these delightfully meaningful videos that spread festive cheer and remind us that we still have much to be thankful for in these trying times.
Through the annual showreel of CNY commercials, Malaysians are treated to a wide array of videos from brands known and loved, as well as new brands to explore.
To identify the most engaging CNY commercials, Star Media Group invited Malaysians to join in the search and vote for their favourite clips.
With more than 250,000 unique visitors over a two-week campaign period from Feb 5 to 19, plus a whopping 100,000-plus likes, comments and shares across all social media platforms, the results are now in.
Malaysians pick of the top three favourites out of the 62 commercials, in no particular order, are by Tenaga Nasional Berhad, Herbalife Nutrition and Nestlé Kit Kat Ice Cream.
TNB’s short film Nian-tastic New Start is about a mythical beast Nian that terrorises people every Lunar New Year eve.
The retelling revolves around a group of villagers, their plight and journey to seek a wise master who would help them defeat the beast, therefore, returning peace and prosperity to their village.
With the advice of the master, the villagers are able to defeat the beast with loud sounds, bright lights and the colour red reflecting the Chinese traditions seen today.
Meanwhile, Herbalife Nutrition takes viewers on a ride with a young boy dubbed 008 to track down the delivery man tasked to deliver an important parcel but cannot find the house. Once the mission is complete, the important parcel is revealed as a Herbalife care package in place of an expected CNY hamper.
Titled Prosper With True Fortune Of Togetherness And Good Health, the young boy’s nuclear family along with his grandparents experience another surprise as they sit down for their annual family reunion dinner – (spoiler alert) the Herbalife gift-giver has also orchestrated a large virtual family get-together.
The folks over at Nestlé entertained with the launch of Kit Kat Gold ice cream and well wishes through their CNY music video The ONG-est New Year With KITKAT Gold Ice Cream.
Together with stars Phei Yong, Danny, Chang Le, Chang Yong and Shusen, Nestlé ramped up the festivities with lively singing and dancing, and a rap scene as the brand wished viewers a year that shines even brighter than gold, while they enjoy the delicious and crispy Kit Kat Gold ice cream.
Apart from the brands listed above, rounding out the top 10 most loved commercials are creative marketing agency Forefront Group’s A Return To Abundance Music Video, Standard Chartered’s Keeping Traditions Alive this Chinese New Year, Watsons’ #HappyBeautifulYear 2021, Yakult’s Miles Apart, But Close At Heart, Sunway Group’s Shared Prosperity And Wisdom,
JB City Square’s Home Is Where The Heart Is and Digi’s From The Heart.
Other participating brands hailing from an array of industries include leading online shopping platform Zalora, Malaysia’s best selling natural mineral water Spritzer, the iconic golden arches fast-food company McDonalds Malaysia, private education institution Nilai University Malaysia, insurance provider AIA, and beloved fruit juice beverage Ribena.
Catch the full line up of CNY commercials here to enjoy the videos.
Star Media Group extends its gratitude towards Malaysian for making this video voting a success and promises more in the works to drive goodwill and also spread beloved brands' good vibes and cheer.
Stay tuned for the upcoming Star Media Group search for the most engaging Hari Raya commercial of 2021.