Maxis throws down an epic and wacky CNY trivia challenge

Malaysian telco Maxis, working with IPG Mediabrands' creative agency in the market, Ensemble Worldwide, and with trivia-game app Dooit Live, has launched a Chinese New Year trivia game that features 16 CNY-themed questions.

The game, which demands correct answers within 10 seconds, will run from February 4 through 19, with RM188,000 (about US$46,000) in prize money available.

To promote the contest, the agency has produced the madcap, six-minute epic shown above. Ad Nut appreciates that it wraps a typical CNY story about realising the importance of family inside a zany version of Family Fued. Deliciously absurd overacting? Hilarious hair? A cabbage-shaped smartphone case? SFX touches straight out of over-the-top martial arts flicks? Ad Nut is into it.

Maxis and Ensemble note that the film is filled with "clues and easter eggs" on how to play the game, and also admit that there's an ulterior motive: The questions about CNY traditions may require young people to call on the wisdom of their elders in order to get the right answers.

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