With Chinese New Year (CNY) just around the corner, YTL Communications’ 4G brand YES has roped in its brand ambassadors Jack Lim and Neelofa to star and launch its festive video titled “Three Generations”. The spot aims to inspire Malaysians with the emphasis of "family togetherness and to uphold time-honoured traditions."
Speaking to A+M, Patricia Chooi, head of marketing at YTL Communications, revealed that the ad was conceptualised by Alpha 245, and it serves to highlight the significance of family reunion dinners on CNY’s eve. It also wants to show how internet technology can bring everyone together, in which both are in line with YES’ aspiration to drive positive change, she added.
The story shows how through the wonders of the internet, the older generation is able to outsmart the younger generation into attending a family reunion dinner.
Inspired by the cinematic Kung Fu movies and interlaced with light-hearted humour, the story opens up with a fuming grandfather storming out of the house after learning that his three grandsons may not attend the reunion dinner. His search for them is punctuated with sleek martial arts moves and a good dose of comic relief as he rounds them up one by one. The story ends on a happy note with the grandfather revealing how he managed to track down his three grandsons and how a reunion dinner is only as complete as the family.
This is also the first time for both of its brand ambassadors Lim and Neelofa to be featured together in a CNY ad. Check out the nearly three minutes and a half spot posted on 2 February 2018, on its official Facebook page below:
Chooi also said, when it comes to appreciating reunion dinners, there is a growing disparity between the older and younger generation, with the latter getting disconnected from this festive tradition.
"As a brand that cares, YES wants to go beyond the festive content and create awareness among the audience about remembering their ageing parents, and that despite the generation gap, parents can still fit in their increasingly internet-driven lifestyle. Instead of neglecting them, everyone can teach the older generation to be just as connected as the younger generation is," she added.
Separately, YES released a brand video titled Dilema Aira (below) in last year's June, which showcased a similar theme of bridging the generation gap with the internet, in which a young woman was struggling with whether to open up and share her social media content with her elderly mother.
YTL Communications, is the telecommunications arm of YTL Corporation, Malaysia's leading infrastructure conglomerate. YES's 4G network in Malaysia currently covers 85% of nationwide population coverage across the country. It is also the first in Malaysia to offer voice-over-LTE (VoLTE) service for high definition, crystal clear calls, according to YES.