Julie's Biscuits busts age-old stereotypes in new Raya ad

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Julie's Biscuits is once again shaking things up by taking on the age-old issue of stereotypical roles in its new Hari Raya film titled "Ini Iklan Raya Baru, Tau?" (This is a Raya ad, isn't it?). The film flips the script for its 2021 production, busting typical stereotypes seen in today's society.

Set against the backdrop of preparations for a Hari Raya celebration, the film invites Malaysians to explore traditional definitions of stereotypical roles and see how antiquated expectations no longer hold in today’s day and age.

The latest ad sees the return of Malaysian actor Amerul Affendi playing the role of "Tuan Direktor". In the ad, the cast and crew seem determined to thwart the stereotypical ideas and script with their breakaway thoughts, leaving "Tuan Direktor" disheartened and failing to produce his desired Hari Raya ad.

In the scene Kuih Mak-More, actress Nadiya Nisaa goes so far as to challenge the script, asking why she must be portrayed as a frenzied mum to show her commitment to her family’s Hari Raya celebration. Ini Iklan Raya Baru, Tau? also features actor Afdlin Shauki (who plays the dad in Bila Nak Ka) and his real-life and on-screen daughter Mia Sara Shauki. The film was done in collaboration with Layar Lucida and GOVT Singapore and will run in Singapore and Malaysia.

Traditional roles in Malaysian households are evolving, and today, a person's attributes and characteristics rather than their gender, ethnicity, or age define their behaviours and attitudes. The short film invites viewers to consider changes in culturally defined stereotypical roles as people reframe their views. While Julie's was unable to disclose the campaign's monetary value, it told MARKETING-INTERACTIVE that it hopes this initiative to address the elephant in the room will urge brands to join the bandwagon.

After last year's success, the brand was motivated to amplify further stereotypes against age, gender and ethnicity. "We find that our content is a good food for thought and particularly welcomed during the month of reflection and forgiveness," the brand said. Last year's Raya ad reached up to more than three million in viewership.

Tzy Horng Sai, director of Julie's Biscuits, said the company is about people, making connections, breaking barriers, and building bridges. "We believe that talent, ability and ideas know no gender. While we as a community have made progressive steps forward, there is still much to do if we want to enact change and change mindsets on a larger scale. As we share merriment and laughter in celebration of Hari Raya, we want to encourage people to take a moment to reflect and explore how they can spread this message to strengthen the bonds of family, friendship and humanity," he added.

Meanwhile, Layar Lucida's film director, Junad M. Nor, said she often sees stereotypical roles on screen when working in the film and creative industry. "Working with Julie's on this ad is a refreshing change to address a topic frequently discussed with peers. Many people look forward to watching festive-themed ads, and it is a vast platform to share important messages," she said.

GOVT Singapore's MD, Alvina Seah, said continuing last year's Raya them, the team collectively exchanged conversations with everyday people about the stereotypes that exist.

"It’s a delight that we get to bring to light these insights, reminding people that we can all do our part to break these stereotypes. We believe that sometimes it’s a little easier to make people chuckle and notice the touchy topics that go unaddressed - in our ad’s case, it’s the stereotypical elephants in the room. And that has always been what we try to bring across in our work for Julie’s," she added. Aside from the 2021 Raya ad, Julie's also worked with GOVT for its Chinese New Year film revolving around the "worst" feng shui master.

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