Ad Nut
Jun 3, 2019

In CIMB film for Aidilfitri, forgiveness is not just for kids

The Malaysian bank and Ogilvy invert the traditional custom with a story about a mother begging forgiveness.

Honest portrayals of what life is like for people who have less money than they would like to fulfill their dreams are uncommon in our culture, and especially in advertising. So Ad Nut appreciates this straightforward and simple story of a mother who, try as she might, can't fulfill her daughter's wishes.

The film, 'The true meaning of gratitude', from CIMB and Ogilvy Malaysia, inverts the Hari Raya custom of children seeking forgiveness from their elders by casting the mother as the one who yearns to provide more for her child and begs understanding. There's no fairy-tale twist ending. But there is a happy one, as forgiveness creates a stronger bond.

The campaign asks people to use #ErtiKesyukuran to express gratitude to someone through social dedications. "The 60 entries with the most compelling stories will be rewarded with grand prizes to be shared with the person for which they are grateful," according to the agency.

CIMB and Ogilvy also scored with Ad Nut during Chinese New Year. See, 'Yee sang gets a cinematic origin story".

CREDITS

ECD: Kurt Novack
Creative Director: Pashyn Sethna
Art Directors: Michele Wong, Sara Chong
Copywriters: Raina Rahman, Naomi Hon, Sheena Sidhu
Co-CEO: Nizwani Shahar
Account Management:  Melanie Mei, Denise Lee, Helena Siew
Head of CE & C: Tanner Nagib
Program Director: Julie Saw
AV: Eric Yan, Loo Seng Tuck
Film Director: Maurice Noone
Executive Producer: Patminder Singh
Director of Photography: Zainudin Mohamed
Producer: Heng Deshen
Audio Production: TwoAM
Post Production: APV

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

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