Directors Think Tank reaches new heights with new AirAsia spot to celebrate Malaysia Day

Tomorrow (September 16th) is Malaysia Day and the country will celebrate the 60th anniversary of its independence and the 54th anniversary of the formation of Malaysia. To celebrate, AirAsia has released a new commercial, via Directors Think Tank, that portrays the uniqueness and diversity of Malaysians today.

“Today’s Malaysia is a multi cultural melting pot where different cultures share their language, art and cuisine along with the common goal of being a strong, accepting and thriving Constitutional Monarchy,” said Directors Think Tank director Wei Peow.

“To capture this in an authentic and fresh way, it was important to steer clear of traditional stereotypes. We chose to ‘re-mix’ these by showing genuine people who were proficient in skills and practises normally associated with cultures other than their own.”

In the spot Directors Think Tank shot a graceful Chinese woman performing a traditional Indian dance, and a young Indian girl practising Chinese calligraphy with meticulous precision.

“This juxtaposition enabled us to create a unique story telling thread. It was also an opportunity to showcase many of Malaysia’s famous locations in a new way. So we featured places like the Kue Teow stall in Penang, the Tea Plantation in the Cameron Highlands and the traditional activities of East Malaysia among others,” said Wei Peow.

“As AirAsia is a contemporary brand that radiates a positive youthful energy, we used a fast frenetic editing style and a bold sound track composed of rap style vocals, ambient atmospherics and both traditional and modern musical elements representing the various races and cultures that make up today’s Malaysia.”  

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