The 45-second commercial, entitled ‘Coming home’, is airing from 17 January to 6 February. Unlike previous years, the TVC has a more international flavour for 2012, featuring locations in Malaysia, England, Belgium, China and India.
It depicts six separate stories of individuals around the world who stay true to their roots and tradition no matter how far they have come in life. Among the stories it tells of is a dentist posted to a rural part of India celebrating the New Year with his family in his home country via Skype, and a young girl in London working two jobs to earn a living and yet still able to celebrate Chinese New Year with her extended family – her customers.
Mohammad Medan Abdullah, senior general manager of group corporate affairs division at Petronas, said the spirit of perseverance, adaptability and determination portrayed in the commercial form the core corporate positioning of Petronas, ‘Reimagining Energy’, which emphasises and celebrates the resilience of the human spirit to excel in whatever they do.
“It is this innate spirit of resilience, energy to see opportunity, energy to go on, improve and move on while staying true to our values that we wanted to portray in our TVC,” he added.
Petronas has also organised a photography contest themed ‘Reimagining energy’, in collaboration with Leica Camera AG, to invite the public to capture the Chinese New Year moments that best depict the spirit of ‘Reimagining energy’.
They can then submit the photos via Petronas Facebook page to stand a chance to win great prizes. The winning photos will be displayed and exhibited at Galeri Petronas in KLCC.
Abdullah said, “Energy is everywhere, in everything we do, and especially at this time. It could be the excitement and the bonding during the reunion dinner, or it could be the hustle and bustle of shopping for and decorating the home. It could even be a portrait of the wise grandfather of the family, or a picture of the lanterns that light up our cities.”
In addition, the brand will also be conducting photography workshops at selected schools and colleges, to help youths express themselves through photography as well as improve their skills.
