Grab asks: Wait… whose CNY ad is this?

Chinese New Year ads are usually easy to spot. A heartfelt reunion, a tearful monologue, a product hero shot at the end. Grab Malaysia, however, is flipping that formula on its head with a film that leaves viewers asking, “Wait… whose CNY ad is this?”

Told through a Cantonese narration, the film opens with a cryptic title card that reads “???? presents”, immediately throwing audiences off. Fittingly titled “Wait… Whose CNY Ad Is This?”, the spot plays out like a behind the scenes look at a chaotic ad shoot.

The premise is simple, yet cleverly layered. A production crew is busy setting up, but one crew member cannot figure out what brand the team is filming for. Even the call sheet is unreadable. On one side of the set, it looks like a shoot for tissue brand Vinda. Moments later, a rice cooker appears, suggesting it might be for Jasmine. Then the scene seamlessly pivots to a soft drink setup for 7Up.

Just as the crew begins to settle on one theory, the set morphs again, this time into a fried chicken commercial for Kyochon, followed by a sandwich spread hinting at Subway, and even a kopi moment reminiscent of Oriental Kopi. Another crew member insists it must be for GX Bank, while someone else argues it is a grocery spot for Jaya Grocer.

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The confusion is deliberate. Grab Malaysia told A+M, the film is framed as an “ad-ception”, reimagining the festive reunion narrative by turning brands into personas of family members. Eight brands are brought together in a single setting, mirroring the organised chaos of a Chinese New Year gathering.

The narrative then pivots. The voiceover pauses to reflect on the meaning of Chinese New Year, family coming together in one place, each doing their best in whatever comes along. Breaking the fourth wall, the puzzled crew member turns to the camera and asks again what they are shooting. A studio door swings open, revealing a figure in a green jacket. The answer is clear. It is a Grab ad.

The punchline ties back to the platform’s festive tagline, “HUATEVER you want, Grab got”. Whether it is tissue, rice, fried chicken, sandwiches, groceries or even digital banking services, Grab positions itself as the ecosystem that brings it all together.

"From dining in and hosting with the help of GrabFood and GrabMart, including last-minute groceries from Jaya Grocer to enjoying dining out with Grab Dine Out Deals, from visiting made easier with a variety of GrabCar options and gift deliveries supported by GrabExpress, Grab’s ecosystem truly embodies the spirit of 'Huatever you want, Grab got'," a spokesperson shared. 

The film was developed by Grab Creative Studio in collaboration with Fastman Studio and director Lobak Loon. It is currently live across Grab Malaysia’s YouTube, Instagram and TikTok channels. In keeping with the reunion theme, participating brands such as Jasmine Rice, Kyochon, Oriental Kopi, Subway and Vinda are also publishing the film on their own social platforms, extending its reach organically. "This collective rollout mirrors the film’s narrative of diverse identities gathering in one setting, while extending its reach to a wider audience," the Grab spokesperson said.

"This Chinese New Year, Grab Malaysia is leaning into our identity as a superapp. Inspired by popular reunion narratives, we’ve reimagined festive storytelling by turning brands into the persona of family members, bringing together eight brands in a single setting, where diverse identities come together to celebrate togetherness," they explained. "This framing underscores the message that Grab is the all-in-one platform Malaysians can rely on for any occasion, offering meals, gifts, everyday essentials and more."

As part of its wider festive push, Grab is spotlighting its suite of services, from GrabFood and GrabMart to GrabCar and GrabExpress, alongside GX Bank’s digital angpow feature that rewards users with GrabCoins.

Another brand which has used a Chinese dialect for its festive film, is U Mobile. In a festive season often driven by obligation and routine, the telco is urging Malaysians to rethink what reunion really means. Its latest Chinese New Year film, "Eternal Hearts", shifts the focus away from once-a-year gatherings, instead framing reconnection as something that requires intention, effort and time.

At the centre of "Eternal Hearts" is an elderly Teochew couple celebrating their 50th wedding anniversary. While their relationship was once close, years of familiarity have allowed distance and unspoken tension to settle in. What unfolds is a quiet, deeply personal journey that forces both characters, and viewers, to confront the truth, that the people closest to us are often the easiest to take for granted.

Speaking of ads which don't feel like ads, water services provider Air Selangor has unveiled a seven-minute Chinese New Year film that places love, sacrifice and resilience at the centre of its festive storytelling.

Titled "Love Never Forgets" or "Kasih Tidak Pernah Lupa", the short film follows Mei, a devoted wife caring for her husband Lim, who is living with dementia. Set against the familiar bustle of Chinese New Year preparations, the story reflects the emotional and mental challenges faced by caregivers, while underscoring the importance of support from family, friends and the wider community.


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