Proton taps on traditional Malaysian game 'Guli' in new ad

Malaysian automotive company Proton has tapped into the childhood game of 'Guli' (marble) in its latest campaign to launch its first battery-powered electric vehicle, the Proton e.MAS 7. 

The campaign features a four-minute video created in collaboration with Havas Malaysia. In the film, a marble springs to life upon seeing the e.MAS 7. Determined to catch up with the sleek EV, the marble embarks on a chase, overcoming various obstacles in its pursuit of a ride. As viewers go on this journey with the marble, the film unveils features of the car, including an integrated live charging map, 30% to 80% charging in 20 minutes and more. 

In a nostalgic nod to Proton’s legacy, the video also features a cameo by the Proton Saga, Malaysia’s first national car. 

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“This is a momentous occasion for Proton and the people of Malaysia. I deeply appreciate the creativity that Havas Malaysia brought to the launch of Proton’s first EV as we strive towards charging Malaysia forward,” said Salawati Yusoff, chief branding officer of PRO-NET, the new energy vehicle arm of Proton.

“No matter our differences, we’ve all come together for a game of ‘Guli’ when we were young. The clear glass marble with a colourful core symbolises the vibrancy and unity of the Malaysian people," explained Nizwani Shahar, chief executive officer of Havas Malaysia.

“The e.MAS 7 is set to re-energise the Malaysian spirit while paving the way for a sustainable future for generations to come," she added. 

“We wanted the story to authentically reflect the Malaysian roots of the Proton e.MAS 7 and deeply resonate with the people of Malaysia. By incorporating ‘Guli,’ we not only celebrate our rich culture but also distinguish the video from conventional EV campaigns. It is, after all, Proton’s first EV,” added Donevan Chew, chief creative officer of Havas Malaysia.

This campaign comes after the brand appointed Havas Malaysia to lead the integrated mandate for Proton e.MAS in August 2024. 

According to a statement from Havas, the win is a result of the Havas Village model, which brought together Havas Creative, Invictus Blue, and H/Advisors Klareco in Malaysia. This integrated team will manage through-the-line marketing partnership for Proton e.MAS.

As the lead agency, Havas Malaysia was tasked to oversee the overall strategy, creative, and social media for the EV’s launch. Supporting them in handling the media responsibilities will be Invictus Blue, while H/Advisors Klareco will manage PR.

A+M has reached out to Havas for more information.

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