Despite 2020 being a tumultuous year, there were still plenty of inspirations in the realm of advertising and marketing – especially for video ad. The global pandemic provided an opportunity for brands worldwide to adapt and come up with fresh ideas to tackle the pertinent issues within the community during times of uncertainty.
Even right in our own backyard, Malaysian agencies have come up with some incredible video ad campaigns to spark the necessary conversations revolving around issues of health, social work and interpersonal relationships. Some were serious, some were more light-hearted. One thing’s for sure, these advertisements reminded us that advertising can do more than just sell products and services, but also shed light on important issues within the society that we live in by leveraging on current and trending topics.
We have rounded up our Top 5 favourite advertisements of 2020!
5. Silent Guardians – Berjaya Sompo Insurance Video Ad
Starting off the list with a creative advertisement by Berjaya Sompo Insurance. In this advertisement, we see a young man going about his daily life, presuming that he either owns a food delivery business, or works as a delivery rider.
In the course of his day, random ninja-like characters and warriors are seen as his sidekick that helps him complete his tasks. Towards the end of the advertisement, it was finally revealed that those warriors are the human embodiment of the man’s Berjaya Sompo Insurance policies!
This is an on-brand depiction of the company’s products that have always been represented by its iconic Ninjas which are known as the Silent Guardians. This year, the ninjas dorn on a new kind of mask to ensure safety against COVID-19!
Personification of the various types of insurance policies is a unique way to give viewers a more tangible understanding on how different policies provide protection for us throughout the day, as well as bringing some sense of humour to a typically serious product.
Incorporating elements of Japan (which is the land of origin of the insurance company) in the advertisement, is timely due to the stay-at-home order and global travel restriction where most Malaysians’ Japan travel plans had to be postponed.
4. #SmileStrongBersama – Colgate Video Ad
With 2020 being a year of mainly bad news, advertisements like Colgate’s #SmileStrongBersama is exactly what we need to remind us of the good things in this world.
Through this campaign, the brand shines the spotlight on people within our community who endlessly try to spread positivity and make beneficial social changes through their own down-to-earth ways. By playing their parts in their contribution towards the greater good, not only can their actions motivate more Malaysians to follow in their footsteps, but they also represent the voices of our community to speak out on large platforms such as this nationwide campaign.
Featured in the advertisement are social activist Heidy Quah, sustainability warrior Juliana Adam and Malaysia’s very own Hijabi rapper, Bunga who represents some of the people within our community who are fighting for the causes they believe in. Colgate’s response to the naysayers are simple: ‘When people say I can’t… I Smile’.
The message here is simple. Don’t let words deter your spirits, but instead, let your actions speak for yourself. In a world full of hostility, the only way to respond to hate is by not saying anything, but just smiling. Of course, it’s also a great tactic to sell dental care products!
3. KFC You Soon Video Ad
The nation’s favourite fried chicken chain restaurant had to improvise during a time where people are unable to physically go to their stores for some finger lickin’ good protein fix.
In a creative and light-hearted advertisement, which is also very heavily influenced by pop culture, KFC You Soon was released. In the video, we can see staple and familiar objects in your local KFC restaurant being humanized and are seen ‘serenading’ viewers with some popular songs revolving around farewells and being alone. Our favourite was See You Again, which was made popular by the Fast & Furious movie. We’re surprised that All by Myself by Celine Dion was not included, as we thought it was very fitting.
KFC You Soon was a great way to stay on top of mind among consumers while giving them something shareworthy to talk about.
2. Tenaga Nasional Berhad – Deklarasi Anak Malaysia” – A Declaration by the Future Generation Video Ad
While many brands were focusing on messages about COVID-19 during this year’s National Day celebration, Tenaga Nasional Berhad took a slightly different approach to incorporate the message of unity in its video campaign featuring the children of Malaysia. By taking a new spin on Tunku Abdul Rahman’s speech during our nation’s independence, the film showcased children playing the part of frontliners and everyday heroes and their contribution to the society, especially during the time where the COVID-19 pandemic was taking its toll on the country.
The main theme of the video revolved around patriotism and gratitude by using the voices of children. The film also placed a strong emphasis on education throughout the video, as seen through the various scientific and innovative exploration experienced by the children to depict Malaysia’s progress since we achieved our independence in 1957.
Although the production was mainly conducted in an enclosed studio, which is a step-down from TNB’s usual scale of production, the film was still a successful one as it not only reminded Malaysians of the importance of coming together during turbulent times, but it also included children in the dialog of unity and serves as an inspiration for future generations to uphold the promise of unity as envisioned by Tunku Abdul Rahman decades ago.
1. Coca Cola – To The Human Race Video Ad
As a tribute to frontliners and social workers who work tirelessly in the fight against Coronavirus, Coca Cola created a heartwarming advertisement consisting of a montage of our everyday superheroes, thanking them for all that they have done for humanity.
In a time when all people want to do is look out for themselves, there is still a big portion of our community who have to go out in the face of danger and uncertainty to help those who are in need. Their selflessness is what fueled the battle against the virus.
Through this emotional advertisement accompanied by the song entitled Superheroes, Coca Cola reminds the human race that this is not the end. In true Coca Cola fashion, the brand thanked the frontliners with the slogan ‘Thanks for filling up the glass with kindness’. Coca Cola’s tribute to our community’s superheroes without capes during these unprecedented times spreads hopes and positivity that unite the human race all across the globe to persevere.
It is unsurprising for a huge brand like Coca Cola to put out an advertisement like this as part of their corporate social responsibility. It would be more surprising if they didn’t, as a research by Kantar showed that 54% of consumers expect brands to take an active role in social conservations.
Wrapping Up
There you have it, our Top 5 favourite advertisements of 2020! Last year was interesting, as we say many brands shift their marketing strategies to cope with the new normal. We’re excited to see the conversations being put forward by brands in 2021.
If you are looking to come up with creative video advertisements for your business, drop us a line! We specialize in video production services.
