Ad Nut
Feb 4, 2019

Malaysia Airlines extends hospitality off the clock in CNY film

It's typically warm and fuzzy, but Reprise Malaysia's short film weaves airline service well with holiday values.

There's a famous sketch comedy act where flight attendants stand at a plane's exit saying their obligatory "bye bye" to passengers while rudely dismissing any passenger inquiries.

Reprise Malaysia's two-and-a-half minute video for Malaysia Airlines, 'The spirit of hospitality,' turns the sketch on its head. Here, Adrian the flight attendant again stands at the exit saying his goodbyes, but instead of shoving passengers off the plane to end his shift as quickly as possible, he extends his service off the clock.

Knowing he has a bit of time before seeing his family for the holidays, Adrian seeks out travellers and offers kind little gestures, providing food and blankets for a sleepy traveller and helping others with their holiday parcels.

See more 2019 Chinese/Lunar New Year ad campaigns

It's warm and fuzzy, filled with the spirit of generosity—all the traits you'll find in a typical CNY flick. But if there's a scenario lunar new year celebrants identify with, it's holiday travel. And using actual Malaysia Airlines crew (who do a good job) in the film, adds a nice note of authenticity to the airline's hospitable holiday gestures. Not all CNY ads achieved this.

Perhaps this is why the film, produced by Think Tank and directed by Sling Ng, has over 5 million views across Instagram, Facebook and YouTube in just a week.

Gong Xi Fa Cai!

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'.


Campaign Asia

Related Articles

Just Published

9 hours ago

F Cancer merges cancer detection and foreplay in ...

Serious Foreplay encourages romantic partners to check one another’s skin for melanoma.

9 hours ago

How McDonald’s synced with Spotify’s audience ...

Utilising Kochava's analysis, the campaign was victorious in driving conversions within the MyMacca’s app, particularly among Gen Z and families.

9 hours ago

Most marcomms pros can't prove value of their work, ...

Two in three PR and marketing professionals (66 per cent) are unable to demonstrate that their work helps their business or client, new data suggests.

9 hours ago

‘It exists to not exist in a couple of years’: why ...

Campaign interviews Cannes Lions' global director of awards Marian Brannelly.