Ad Nut
Feb 4, 2019

Yee sang gets a cinematic origin story

CIMB and Ogilvy offer up a sumptuous film about flying fish (and veggies).

This gorgeously shot film, for Malaysian commercial bank CIMB by Ogilvy, shows one possible origin of the yee sang tradition.

The video, 'You-Sang, We-Sang', comes along with a mobile yee sang tossing game. Ad Nut appreciates this, because holding chopsticks is a bit of an issue for squirrelkind. 

Interestingly, this is the second campaign Ad Nut has seen this year that takes as its theme the need to accept imperfections in the CNY celebrations (see "Rich Asians and crazy holiday mishaps").

See more 2019 Chinese/Lunar New Year ad campaigns

CREDITS:

Creative Director: Jarrod Reginald, Pashyn Sethna
Copywriters: Andrew Perera, Naomi Hon, Sheena Sidhu, Joceline Yan
Art Directors: Michele Wong, Aaron Liau
Managing Partner: Nizwani Shahar
Account Management:  Melanie Mei, Chloe Chuah, Helena Siew
Program Director: Julie Saw
AV Director: Eric Yan
AV Producer: Loo Seng Tuck
Art Buyer Manager: Mandy Lee
Film Director: Maurice Noone
Executive Producer: Patminder Singh
Director of Photography: Julian Oh
Producer: Heng Deshen
Audio Production: TwoAM
Post Production: VHQ

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'.

 

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