Known for its meaningful, emotional festive ads, Petronas tugs at the heartstrings of Malaysians once again with its Chinese New Year ad entitled Tau Fu Fah.
Tau Fu Fah tells the story of a couple, who are tau fu fah(soy dessert) sellers, who builds a life together despite going through trials and tribulations.
“This year, we decided to create an ad that underlines that with a new year, comes new hope and positive energy,” said Eric Cruz, executive creative director of Leo Burnett.
Tau Fu Fah was filmed within two days in Lahat, Perak by production house Reservoir Production. It was directed by Quek Shio Chuan, who had also worked on previous Petronas Raya ads.
“Since the story is a period piece, starting from the 1970s up to 2000, it affects the talents and continuity from four different eras. The rest was performance-driven and story-telling,” Cruz tells A+M, adding that the seamless TVC was a product of meticulous planning and having a good team.
Cruz acknowledged the primary challenges in creating the TVC were the location and casting.
“We made sure we had everything right, from wardrobe, type of cars, to hairdo,” Cruz said.
The full version (3 minutes plus) is available for view on Petronas’ official YouTube page, while the TVC is 60 seconds long and started airing on 2 February on free-to-air and Astro channels.
The 60 second version aired on TV is aimed to drive viewers to watch the full version on YouTube.
Thus far, the ad has attracted more than 210,000 views on Petronas’ official page.
Besides the TVC, Petronas has also launched a Facebook campaign called the Five Pillars of Happiness: A Celebration of Culture and Tradition.
The campaign, which will run until 24 February, aims to collect 25,000 pledges from Malaysians to help the less fortunate members of society to welcome and celebrate CNY.