In contrast to the print ads accused of inciting Islamaphobia and racial separation, Malaysian political parties from both sides of the fence have been posting music videos on YouTube with politicians singing of unity, change and that 'love is in the air'.
Malaysia has had a long history of musical propaganda, dating back to the first election, as documented here by cheerfully satirical web-series That Effing Show.
Over the years since Malaysia gained independence in 1957, the local populace have also been urged to speak Malay, to be loyal, to love IT, and even to be careful of denggue fever. More recently, the government released a song for its slogan 1Malaysia expressing unity. And when Malaysians complained of being mugged in shopping malls, the Malaysian police force decided that singing in a mall would be the best way to deal with the problem.
So in the spirit of tradition, the campaigns running up to Malaysia's 13th General Elections have certainly not forgotten the power of music. Here are several we've come across and the comments of a senior creative in Malaysia who wishes to remain anonymous.
1. Malaysian Chinese Association's 'Love is in the Air' Karaoke Video
This video was crafted by and stars the political candidates for Bukit Bintang, a district in Kuala Lumpur in the hope (we presume) of swaying the public to vote for the government-aligned Chinese party. Originally posted on the party's official YouTube channel, it drew well over 80,000 hits but was so mocked that it has since been taken down. However, something this good has to be shared and the video has been reposted.
Creative's comments:
MCA's 'Love is in the Air' reminds me of a 10-course Chinese dinner.
Where the senior citizens volunteer to entertain the guests with karaoke just as dinner is being served.
It's a recipe of too much food, too many drinks and indigestion.
Too old-fashioned and I'm not convinced of its benefits.
2. Pakatan Rakyat's (People's Party) Ubah (change) music video
Not to be left out, the opposition party to the ruling coalition put together a video in the spirit of "We Are the World" urging Malaysians to vote for change. We find that while the political agenda is clearer in this one and the video better produced, not all politicians are equal when it comes to singing.
Creative's comments
PKR's 'Ubah' isn't perfect but is the best of the bunch. You can sense the effort, sincerity and honesty.
And I'm not just referring to the featured singers but also to the songwriter, composer, cameraman, director, editor and the people behind the making of it.
If the consumer can sense the sincerity, you've most likely won.
3. Malaysian Indian Congress' Beribu-ribu Tahniah (a thousand congratulations)
Also by a government-aligned party, this time representing the Indians, the music video features a professional singer, Deephan Chakkravarty singing repeatedly in Malay, then in Tamil, of his congratulations to the government for all they have done. This video too was taken down due to the public's negative reaction, but it's been reposted, likewise repeatedly, on YouTube.
Creative's comments:
This fares a little better than MCA's video.
It was clear, concise and even had a Malaysian spaceship featured. (When did we buy that?)
So thank you for making me laugh because of the comedy in communications works.
4. Singapore Media Development Authority Rap
To show Malaysia isn't alone in its Disney-like faith in music, we couldn't resist adding this older video by the senior management of the Singapore Media Development Authority, rapping about the joys of their job.
