The brand initiative is the latest in a long line of campaigns from the Malaysian energy giant to remind Malaysians of their heritage and values.
Created by Leo Burnett, the initiative aims to show that “the wisdom, strength and courage to succeed is within everyone,” said Mazuin Zin, group brand director, Leo Burnett/Arc Malaysia.
Created by Leo Burnett, the initiative aims to show that “the wisdom, strength and courage to succeed is within everyone,” said Mazuin Zin, group brand director, Leo Burnett/Arc Malaysia.
The campaign builds on past advertising efforts made by Petronas during festive occasions such as Chinese New Year and Hari Raya, designed to eliminate the distance between the state-run oil company and ordinary Malaysians.
“Previously, Petronas had only dealt in the business-to-business arena. It was only in recent years that it reached out to the general public through its petrol stations. But the distance is already there, so the campaigns are meant to connect Petronas with the Malaysian public,” explained Zin.
The focus of the new push is a two-minute commercial featuring the true-life story of an Indian Malaysian man, Thavasothy al Mailvaganam Pillai.
Narrated by his 21-year-old son, the spot traces Thavasothy’s life and shows how he managed to build a career and a family despite his blindness.
The commercial features Thavasothy as a blind students at a primary school and shows how, with the help of audio equipment and the support of his friends, he was able to graduate from university.
While Thavasothy struggles to find a job because of his blindness, he eventually becomes a teacher, gets married and starts a family.
The commercial highlights how, after the death of his wife, his world plunged into darkness but with the same indefatigable spirit that he had shown throughout his life, he is able to pick himself up again.
The spot is running across five major local channels and is complemented by a print ad placed in mainstream dailies.
Leo Burnett currently handles Petronas’ domestic corporate and motor sports accounts. It also won the creative account for the company’s RM12.8 million (US$3.7 million) regional lubricants and sealants products after a five-way pitch in June this year, beating incumbent Astana (Media, 14 June).
