Faaez Samadi
Apr 6, 2018

Rendang-gate: 7 of the best ads from SEA brands

Brands in Southeast Asia have been quick to jump on the media storm that has united Indonesia, Malaysia and Singapore.

Source: Kirk Siang/Flickr
Source: Kirk Siang/Flickr

If you've been checking the news regularly, or even just a little, or have really just been awake and breathing this week, you'll have seen the internet lose its collective marbles over what will be forever etched into the annals of history as 'Chicken Rendang-gate'. 

For those who are somehow uninitiated, here's the lowdown: TV cooking contest Masterchef UK, judged by chef John Torode and food-ster Gregg Wallace, ejected Malaysian-born contestant Zaleha Kadir Olpin after deciding that her chicken rendang was not crispy enough. 

Cue internet bedlam in Southeast Asia, for the simple (and totally correct) fact that chicken rendang IS NOT CRISPY (Campaign is adopting the outraged shriek of the internet momentarily). 

Never shy to miss an opportunity, advertisers in the region obviously jumped on board the 'brandwagon' with a large pinch of glee, and a heavy dollop of humour. Here are some of the best responses Campaign has seen:

KFC

Malaysia Airlines

Ikea Singapore

TGV Cinemas

Singapore Civil Defence Force (yes, really!)

FGV Holdings

Marrybrown Malaysia

The debate has taken on political dimensions, with the former and current prime ministers of Malaysia weighing in.

Prime minister Najib Razak tweeted: "Who eats chicken rendang with 'crispy chicken'?" 

Former prime minister Mahathir Mohamad had his own witty response: 

The hot-button issue has even taken on an international flavour, with the US ambassador to Brunei making his allegiance clear:

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Online video ad spend growth slows: Zenith
Premium
1 hour ago

Online video ad spend growth slows: Zenith

The agency’s latest report finds that while spend is still high, its rate of growth is slipping year-on-year.

Premium
FreemanXP announces more hires for China
Premium
2 hours ago

FreemanXP announces more hires for China

Steven Yu and Estelle Wong are appointed as general manager and client services director respectively.

Premium
Singapore Tourism Board and Alipay join forces
Premium
2 hours ago

Singapore Tourism Board and Alipay join forces

Marketing initiatives include “activities” to incentivise Alipay users in Singapore through rewards and discounts.

Premium
Kairos acquires facial recognition startup, expands into Singapore
Premium
2 hours ago

Kairos acquires facial recognition startup, expands ...

“Asia is home to over half the world’s 'digital population'. So, it's a massive opportunity for us."