Maxis’ new spot reunites an estranged couple

Ensemble Worldwide, IPG Mediabrands Malaysia’s creative agency and Maxis have teamed up on another video, this time for Raya 2017.

‘Wayang Sayang’ follows an estranged young couple on their journey together to their hometown to find an old camera containing their previously unwashed old wedding photographs. In the process, through the help of Waze (and a fast 4G connection), they rediscover their connection.

Featuring actors Beto Kusyairy and Ayu Ruhaizah, and an original score ‘Sayang’ by Izzy Anuar, the video started trending with over 4.2 million views and a share ratio of 37.7K in the first three days of going live.

Speaking about the campaign, Sulin Lau, Maxis Head of Marketing said, “Technology is nothing without humanity. In all Maxis 4G films, we are inspired by the strongest of connections. For Raya this year, we go back to the backbone of any unbreakable bond: truth. And love.”

The film ends with forgiveness, and the couple’s reconciliation: “Hubangan yang baik, menentukan destinasi. Hubangan yang unggul, menyatukan hati”, translated, a good connection may set the destination. But a great connection will always take you home.

The idea for the film originated through data and insights garnered about couples growing apart. According to Google search trends, queries on relationship conflicts in Malaysia have been steadily increasing by 20 per cent year on year since 2014. Norman Tang, Head of Art, Ensemble Worldwide comments, “In this day and age where everyone is overly dependent on the digital world to communicate, we wanted to remind people that the easiest way to reconnect, is through simple, honest gestures – like asking for forgiveness.”

The film was produced by Mojo films, the same award-winning team that scripted and produced ‘The Last Kite-Maker’ and ‘The 50-Year Promise’.

The post Maxis’ new spot reunites an estranged couple appeared first on Digital Media Marketing News.

Via Digital Market Asia

Copenhagen INK

Lars is the owner of Copenhagen INK and is an experienced and passionate marketer with a proven track record of driving business impact through innovative commercial marketing initiatives.