Customise your Internet plan just like it's your father's company with Time

Malaysia internet provider Time is cutting through the sea of sentimental Chinese New Year ads with its own humour-filled campaign titled "Your Father's Ad". 

"Your Father's Ad" follows a conversation between an Indian family whose sister questions why they're all Indian when they're in a Chinese New Year ad. 

Her older brother tells her that Time lets them do whatever they want, just like their father's company. 

Don't miss: These are the best CNY ads in Malaysia for 2024 

The film later takes viewers on a journey that showcases the interests of each family member, allowing them to be who they want, what they want, when they want. 

The Indian family soon transforms into a Malay family and a Chinese family, before putting themselves in a Wong Kar Wai movie setting. 

In between, the characters tell viewers that Time lets customers customise their internet plan however they want, just like their father's company. 

The sister later transforms into an 'ang moh' (Caucasian) influencer while the little brother turns into a Nintendo Switch. 

The mother takes over and changes the scene into a Korean period-drama. The mother and elder brother later cry and poke fun at how every festive ad must have a crying scene.

Together, they look for the father of the family, who later leaves his room after enjoying high speed internet with one of Time's internet plans. 

The ad ends with the message telling customers that they can customise their internet any way they want, like it's their father's company. 

The decision to make a humorous ad was intentional. This is because humour has high persuasion power due to the element of positive surprise and increased attention, according to Andrew Yeoh, group head of marketing at time. 

"We aim to entertain first, and sell later," said Yeoh when MARKETING-INTERACTIVE reached out. 

What makes "Your Father's Ad" uniquely Malaysian, added Yeoh, is how it is linguistically diverse. In fact, the ad features six languages and dialects. 

"It's an ad which hopefully, every Malaysian will recognise and enjoy. The humour itself is multi-layered, very much if you know, you know," said Yeoh. 

"Your Father's Ad" is made in collaboration with Fishermen Integrated and Graph Studio. It is an integrated campaign that spans across key digital ATL, radio and OOH touch points. 

"This creative alchemy of 'storyselling' is something we strive for to cut through the clutter, and Fishermen and Graph were the perfect partners to bring our vision to life," continued Yeoh. "If the audience is laughing, it’s easier for us to be selling." 

In tandem, fellow internet service provider CelcomDigi has invited Malaysians to embrace the festive spirit of the Year of the Dragon through a brand film that features a young dragon who loves to play the drums against his human family’s wishes.

Titled Rhythm of Destiny, the film begins with text that says, “it is a generational belief that every child is destined for great things, especially those born in the year of the dragon.”

Related articles: 
This CNY film by Maxis will make you want to call your loved ones 
Singtel partners viral elderly skater Uncle Heng for heartwarming CNY film 
Yoodo appoints new creative, social, and digital media lead agency