Prudential reframes wealth in reflective CNY film 'The promise'

For Chinese New Year, Prudential Assurance Malaysia has taken a quieter, more introspective route with its latest festive film, "心结 The Promise". Departing from the familiar exuberance and spectacle that often define seasonal advertising, the campaign instead leans into stillness, symbolism and emotional reflection to explore a more enduring idea of wealth.

The film opens on an unassuming moment. A young man shooting hoops at a basketball court pauses when he notices an elderly man, dressed in traditional Chinese attire, sitting alone on a park bench. Sensing something amiss, he approaches the stranger, who reveals himself to be Fatt Choy Yeh, the god of prosperity. What unfolds is not a tale of abundance, but a conversation about absence.

As the mythical figure reflects on the households he visits, scenes of families weighed down by conflict, stress and dissatisfaction surface. Despite material comfort, harmony feels elusive. “Wealth is supposed to be good. So, what’s missing?” Fatt Choy Yeh asks, prompting the young man to open up about his own anxieties, the desire to provide stability and security for his future wife, and the quiet pressure of responsibility.

Rather than answering with riches, the film turns to symbolism. Fatt Choy Yeh introduces the ruyi knot (an auspicious Chinese knot), crafted from a single thread, with each knot representing a promise made and kept. Intertwined and unbroken, it becomes a metaphor for commitment, care and the idea of journeying through life together. The message appears to be that true wealth lies not in accumulation, but in shared purpose and enduring bonds. As fireworks light up the night sky, the god fades away, leaving the young man reunited with his partner, grounded in a promise that transcends money.

Don't miss: RHB spotlights dignity and women's empowerment in CNY film inspired by Komuniti Tukang Jahit

Behind the understated storytelling is a deliberate creative choice by creative agency Naga DDB Tribal, which sought to challenge data-driven assumptions around festive content. The agency shared that the film was conceived as a “soul-filled micro movie”, opting for restraint over heightened drama. By allowing the story to breathe and unfold at its own pace, the team aimed to create a piece that felt mature, reflective and emotionally resonant.

The use of Fatt Choy Yeh and the ruyi knot was similarly intentional. By recontextualising familiar cultural symbols, the narrative invites viewers to see them through a different lens, shifting the focus from prosperity as an outcome to purpose as a journey. In doing so, the film aligns closely with Prudential’s broader positioning around long-term wellbeing and assurance.

“'The Promise’ reflects Prudential Malaysia’s role as a trusted partner committed to journeying alongside Malaysians through life’s evolving milestones for over 100 years,” said Angeline Tung, head of brand, marketing and communications, Prudential Assurance Malaysia. “And with Malaysians hunger and appreciation for festive films, Chinese New Year provides us the opportunity to put a brand-piece out there to highlight the theme of true wealth as well as reinforcing our mission to support our customers as a long-term partner.”

From an execution standpoint, the film was crafted with meticulous attention to balance, pacing and nuance. According to Alvin Teoh, chief creative officer at Naga DDB Tribal, the production hinged on collaboration across every discipline. “From the creative and production side of things, this was going to be a deep collaboration between the script writers, film director, talents and music composers. Every word or line had a reason to exist. Every tempo and frequency had its place. All the elements of a film coming together is like a choreographed dance of a troupe of dancers," he shared. 

The agency also worked with production house SuperWonderful and music composers RecRoom, underscoring its commitment to handcrafted storytelling in an era increasingly defined by speed and automation.

This Chinese New Year, RHB has also taken a reflective route with its latest Chinese New Year campaign, "Dignity", placing the spotlight not on prosperity or abundance, but on self-worth, purpose and the quiet strength that allows people to rise, regardless of where they begin.

The film is inspired by the true story of Yap Sue Yii, co-founder and CEO of Komuniti Tukang Jahit (tailor community), a social enterprise that empowers women from the B40 community through sewing skills and fair income opportunities. What began as a small tailoring initiative has grown into a movement, uplifting more than 800 women across Malaysia by helping them regain independence, confidence and dignity.

Watsons Malaysia continues its upbeat, humorous festive storytelling with its #HappyBeautifulYear campaign, centred on reunion, togetherness and abundance. Anchored by the theme “Watsons大团圆，过靓年” (‘A grand reunion, a wonderful year’), the campaign celebrates the joy and chaos of family gatherings.

It kicks off with a vibrant six-minute festive film directed by Sabrina Wong of Reservoir Production, blending heartfelt moments with humour. Led by Watsons ambassador and influencer Phei Yong, the cast includes Hong Kong actress Maria Cordero alongside local personalities such as Jinnyboy, Amber Chia, Han Xiiao Aii, the Kuan siblings, Jobroseph and Sai of Wabikong TV.

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