McDonald's shows tough love in TBWA\Kuala Lumpur's new 'Rasa Sayang' campaign

Tough.jpgTBWA\Kuala Lumpur has launched a new campaign, 'Rasa Sayang', for McDonald's Malaysia in conjunction with the new Happy Meal promotion.

'Rasa Sayang', which loosely translates to 'Feel the Love', celebrates family togetherness in Malaysia and resonates with both the rural and urban families. The traditional Malaysian folk song, also named 'Rasa Sayang', provides the soundtrack for the 60-second online film and a 40-second TV commercial.

Tough 2.jpgThe film demonstrates how Malaysian parents practice tough love, showcasing various children being disciplined for their misdemeanors. The peculiar punishments will rekindle fond memories for many Malaysian families.

The campaign centers around the message: "However you show it, it's still rasa sayang," with the parents eventually treating the children to a McDonald's Happy Meal, and sharing quality family moments together.

McDonalds_Family_Thematic_Ad_Father+Son.jpgThe accompanying print campaign features warm black and white images of family moments with a poetic message that inspires family togetherness.

"Love doesn't have to be soppy and cliché," says VJ Anand, Executive Creative Director at TBWA\Kuala Lumpur. "We juxtaposed the happy 'Rasa Sayang' song with scenes of kids being punished, through writing 1000 lines, standing in the naughty corner, and executing ear squats; but ultimately the parents' love for their children shine through."

Credits -
Chief Creative Officer: Sa'ad Hussein
Executive Creative Director:  VJ Anand
Head of Digital: Aaron Gomez
Associate Creative Directors: Lay Jian-Yi, Maharis Azman
Head of Copy: Lee Tak Shune
Copywriters: Andrew Perera, Kharial Nisha Sarfuddin, Nor Marlinah, Ferhan Faidzan, Lee Huey Ning
Art Director: Hafidz Selamat
Designers: Faridz Husaini, Michelle Yeoh
Production: Jeff Hong, Benson Clive, Shelly Ahmad, Jackie Chong, Loh Pey Shan, Bong
Senior Planner: Eldon D'Cruz
Group Account Director: Loh Mun Yee
Account Executive: Lee Xin Yi
Project Manager: Nur Iman Oma
Director: Iskandar Siva
Producer: ST Fah
Production House: PRS Productions


Not so happy anymore said:

Funny, their ECD said... love doesn't have to be cliché but their spot is full of it.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.