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:


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:

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.