PETRONAS' brand film for Malaysia Day "Uni", tackles the struggles and uncertainties faced by an emotionally overwhelmed university student far away from home. The new spot is in line with the central theme of "Anugerah Kita" (Our blessings) developed by PETRONAS.
Done in collaboration with IPG Mediabrands, the film is set in Universiti Teknologi Petronas and revolves around the main protagonist Roger Buang, an introvert from Sabah, as he navigates unfamiliar grounds and learns to cope with cultural mismatches within the university setting. It was directed by Reservoir Production's film director Ismail Kamarul, featuring the soundtrack titled "Boleh Bah Kalau Kau" which was composed exclusively for the film by electropop musician and songwriter Darren Ashley. The campaign runs until Malaysia Day on social, television, cinema and print.
Chan Woei Hern, ECD of IPG Mediabrands, said both PETRONAS and the agency have always wanted to tell a story about Malaysia that is truly inclusive, and centred around its East-Malaysians counterparts, as this group is often overlooked in its usual national narrative.
"Underlying messages like this helps bring about greater understanding about the diversity of our cultures, and leads towards greater acceptance of one another. We are glad to be able to work with PETRONAS to play this role in building that sense of pride and patriotism in Malaysian hearts," he said.
Chan added that university life often represents consumers' first introduction into a mini Malaysia, where they see a melting pot of differences that ultimately unites Malaysians and makes them stronger. "Diversity is our greatest strength and blessing, and this film culminates in us embracing those differences," he added.