IT’S that time of the year again where typically lacklustre festive advertisements would grace our screens.
But before you reach out for that tissue box or even decide to skip the preview out of not wanting to deal with cookie cutter marketing blandishment – here is a good one deserving of your 3:34 minutes of time.
Ini Iklan Raya, Tau?Sanggup menyahut kisah yang berlainan pada Raya ini? Layanlah “Ini Iklan Raya, Tau” sekarang dan jangan lupa sambil tu korang boleh makan dengan biskut Julie's! #JuliesBiscuits #JuliesLoveLetters #IniIklanRayaTau
Posted by Julie's Biscuits on Friday, April 30, 2021
Despite being an old Malaysian classic, biscuit brand Julie’s entered the arena of corny commercials with new-age perspectives through the ‘Ini Iklan Raya tau?' campaign, and we are glad that it did.
The video description notes, “Women do play an important role in every aspect, including in this Raya advertisement, and it is apparent that they dare to come forward and not be shackled by the same narrative anymore”.
It is quite funny because the actor playing the lead role in the Julie’s ad also did a separate 2021 commercial, which tapped into the kind of script the commercial is taking a dig at.
The commercial stars Malaysian actor and actresses, Amerul Affendi, Sharifah Shahirah and Fauziah Nawi.
Viewer Kah Yang Eng on YouTube comments, “Old stereotypes and perceptions that are less appropriate need to be changed. Hope Malaysia continues to have meaningful advertisements like this at every festival”.
He further broke down what the ad is trying to highlight scene by scene: “In the first one, although senior citizens look old, they are independent, able to do what they want, and have the right to enjoy a dignified life. Not like how typical ads try to portray them as having to sit at home waiting for the child to return, which looks passive and weak.
“In scene two, the topic of the chat is only focused on marriage, there are other topics that are interesting and meaningful. Love/marriage status is other people's privacy, do not judge and respect others’ choices if you are still single.
“Scene three talks about how the family members have to do housework together. It is not just women who need to go into the kitchen to cook, men are capable of cooking as well”.
Another commenter, Liyana A. says, “I am very entertained with this ad! So fresh! People who have a lot of followers go and viral it. This is the time for us to change the ‘script’ that has been the same thing for many years.
The commercial also went with a non-overkill approach of promoting the products by allowing the call-to-attention seep into the experience of how viewers are able to enjoy the Eid celebration with Julie’s snacking comforts.
Watch the widely talked about ad in full below… – The Vibes, May 6, 2021
