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

TBWA\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.

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The 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.

The 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.”

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