Nasty-lemak? Panasonic offers disgusting variations on classic Malay recipes

Nothing could ever dampen Ad Nut's enthusiasm for nasi lemak, but a variation concocted using dust scraped from an air-con filter, pet fur and mould comes pretty close.

The frightening dish, dubbed 'nasty lemak' is just one of three stomach-churning recipes offered up by Panasonic and Naga DDB Tribal in a recently launched campaign for the brand's air-purifying air-conditioners.

The video window above will play through three recipes that were initially put out via social media in July, followed by a longer piece that explains the product benefits in more detail. The latter clip, done in infomercial style, contains characters constructed exclusively of gunk, a mad scientist and a flamboyant huckster. Ad Nut enjoyed it thoroughly.

A print ad from the campaign

It's always somewhat risky doing something gross. It's attention-grabbing for sure, but there's also a chance that people will simply associate the brand name with their feelings of revulsion. Ad Nut hopes the former and not the latter is the case here, because it's good to see a big brand doing something irreverent and chancy.

CREDITS

ECD: Alvin Teoh
Deputy ECD: Paul Lim & Nik Radzi
Associate Creative Director: Jerome Jambu
Creative Group Head: Zarak Zain
Copywriters: Shaziana Sajath & CS Quah
Art Director: YK Tan, Abel Chai
Business Unit Head: Carole Foo
Associate Account Director: Janice Lim
Senior Account Executive: Erin Low
Project Management: Lilian Lee
AV Producer: Sharon de Silva & Chris Lau
Film Director: Lobak Loon

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'.