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.
|See more 2019 Chinese/Lunar New Year ad campaigns|
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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