U Mobile melts hearts with a Teochew-told love story this CNY

In a festive season often driven by obligation and routine, U Mobile 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.

Developed by Naga DDB Tribal, the film marks the first festive collaboration between the telco and the agency, setting the tone for a more human and insight-led approach to festive storytelling.

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.

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“Longevity is something Malaysians deeply respect, not just in marriage, but in relationships, loyalty and trust,” said Walter Teoh, executive creative director, Naga DDB Tribal. By spotlighting a senior couple, he explained to A+M that the team was able to tell a story rooted in “effort, patience, forgiveness and quiet commitment”, values that resonate across generations.

The couple’s journey was also deliberately chosen to mirror U Mobile’s long-term positioning. Much like a marriage that evolves over decades, the brand aims to be a dependable presence across different life stages. “It’s not about short-term wins, but about growing together,” Teoh added.

From a brand perspective, the film reinforces U Mobile’s belief that connection goes beyond coverage and price points. Bernard Lee, head of brand and marketing services at U Mobile, said the story reflects what the brand stands for at its core. “Connection has always been at the heart of what we do at U Mobile. As families travel near and far to reunite during the festive season, we want to enable those unbeatable moments and help Malaysians stay close, wherever they are,” he shared.

Rather than targeting younger audiences alone, "Eternal Hearts" is designed to resonate most strongly with the sandwich generation. These working adults are often juggling careers, ageing parents and young families of their own. According to Teoh, the story becomes both a mirror and a reminder that relationships, like connectivity, require intention. “Storytelling allowed us to slow things down. Instead of focusing on product features, we focused on truth,” he said.

The film is also notable for being Malaysia’s first Chinese New Year brand film told entirely in Teochew, reinforcing U Mobile’s commitment to cultural authenticity and representation. Adding another layer to the narrative, parts of the film were shot in Thailand, a creative decision that subtly anchors U Mobile’s roaming proposition without overt product messaging.

Naga DDB Tribal partnered with production house BikinCita to bring the story to life. According to film director Barney Chua, the emotional core of the film lies in reconciliation, and what happens to bonds which are left unattended. “Love isn’t only romantic or celebratory, it’s something that needs to be worked on. The film reflects a kind of love that has endured decades, accumulated wounds, and moments of distance, yet still has the capacity to grow stronger with effort," shared Chua. 

Ultimately, "Eternal Hearts" is a reminder that reconnection does not happen by chance. As Teoh put it, “By not over-explaining the message, we trusted viewers to draw their own connection between enduring relationships and enduring connectivity.” In doing so, the film invites Malaysians to take the first step, and make the effort this festive season.

Brands across Malaysia have been reimagining love stories for Chinese New Year this 2026. Air Selangor for one, has placed the spotlight on dementia, the weight caregivers bear, and the unwavering bond between a senior couple in its CNY short film "Love Never Forgets" or "Kasih Tidak Pernah Lupa".

Meanwhile, Spritzer unveiled its festive campaign, "Unstoppable love" (马不停情), which centres on a festive film that explores timeless family bonds, love and acceptance. The film follows modern couple Dior and Joseph, whose family reunion sparks an unexpected time-travel journey through their past lives, from the 1960s to 900AD and 4000BC. 

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