This CNY brand film by MR D.I.Y. is bound to make you cry

To ring in the year of the Dragon, Malaysian home improvement retailer, MR D.I.Y. Group has released an emotional and heartfelt Chinese New Year brand film along with a virtual love letter writing activity for consumers.

Titled ‘Wo Ai Ni’, which translates to ‘I Love You’ in English, the brand film follows a retired school headmaster as he struggles to express his love for his family with whom he has been especially strict. The ad even introduces him as Long Wei Feng, the strictest headmaster in the country.

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The brand film begins with a family standing in neat rows outside their home for a morning roll call with Long’s grandson taking viewers through what daily life in his household is like. From a standardised time to get out of bed, collecting meals like they are in a cafeteria and doing chores together, the film emphasises just how strict Long is.

However, during the morning roll call on Chinese New Year, Long showers his family members with compliments, telling them that they are doing a good job which contrasts his stern demeanor in the beginning of the film.

He also tries to connect with his family members by bringing in a ring light to film a video on a new trend with the younger children, which seems out of character to his family members. 

In a touching montage, MR D.I.Y.’s brand film then reveals that Long has been learning how to show his family that he loves them through advice from artificial intelligence (AI). As his whole family embraces him, the film highlights that instead of using AI, we should say “wo ai ni” to our loved ones.

To ensure its message gets across to viewers, the film comes with a link to create a virtual love letter for the loved ones of viewers with a header that says, “this CNY, just say wo ai ni”.

MR D.I.Y. is no stranger to tugging on our heart strings with festive brand films. In fact, for Deepavali last year, the brand released a short film titled “Maya’s Unspoken Wish”.

The film revolves around a young girl named Maya as she musters up the courage to get her hair cut at a barber.

The film then reveals that Maya wanted to cut her hair to donate it to charity. As Maya celebrates Deepavali with her family and her new short hairdo, the film puts forth the message that a little act of kindness will spread a light of hope to others.

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