When it comes to Hari Raya, traditional food is undoubtedly one of the most important aspects when it comes to the celebration. That is why Philips Malaysia wants to bring back its favourite Pak Cik and Mak Cik in this year's Raya campaign. This is to promote the Philips All-in-One Pressure Cooker.
Produced by iris Singapore, this marks the agency's first social media campaign for Philips Malaysia.
Based on the insight that the younger generation is increasingly losing touch with tradition when it comes to cooking. This is especially because festive dishes takes a long time to prepare and cook. The iris team invited two senior folks to stand for our tradition in the form of a tongue-in-cheek “public service announcement,” said the agency.
With hashtag #StandForTradition, the campaign features two films which shows a Mak Cik in one, and a Pak Cik in another. The 55 seconds ad featuring the Mak Cik, ends with the caption "After all, what’s Raya without traditional food?" with her explaining why we should cook our favourite rendang at home this Raya.
On Facebook, the video has garnered about more than 66,000 views since it was put up on 18 May. Check out the ad below for a good Mak Cik talk:
Meanwhile, Pak Cik's video below has gathered 12,000 views so far since it was on 18 May as well - bringing a similar message: "You want to eat, you learn to cook!”
Kong Puey Yoon, marketing manager at Philips Malaysia said: “We recognise that many today find festive preparations to be a hassle. We also know that the All-in-One Pressure Cooker can really help in lessening the amount of time and effort required, which is really encouraging and helpful in continuing local traditions. It’s our way of improving lives through meaningful innovations"
Adam Yeo, creative group head at iris Singapore added: "Tradition has become so diluted these days, and even more apparent in Malaysia where the same can be said across all cultures. Besides showing how this product can preserve tradition, what's equally helpful is to shine the spotlight on those who stand for it – Mak Cik and Pak Cik."
The #StandForTradition campaign is expected to run for two months.
Agency: iris Singapore
Executive creative director: Ed Cheong
Creative group head: Adam Yeo
Creative: Woon Chien Chng
Business director: Francesca Babet
Linda Avriani: Senior Account Manager
Planner: Yanling Leow
Social lead: Syed Noor
Production House: MVP