The challenge
Chinese New Year is the most crowded advertising moment in the Malaysian calendar. Telcos run emotional epics. Banks launch family stories. Retailers turn out musical numbers. By the second week of January, the audience has already watched twenty CNY ads.
For Spritzer, the strategic answer, developed by Kingdom Digital, was to go the other way. While the category leaned emotional, Spritzer would lean funny. Feng shui literally means wind and water. The Feng family would invite Master Ong to bless their home, only to discover they had all the feng and none of the shui.
The remaining question was a production one: how to take a comedy script that worked on the page and turn it into a film that landed on screen.
Most homes at CNY are full of feng: energy, ritual, superstition. Spritzer is shui.
The strategy
Protect the writing
A clever script can fall flat with the wrong performances. A great line can disappear with the wrong cut. Comedic timing is built on set and protected in post.
We led the production across every stage that decided whether the film would actually be funny: casting, direction, cinematography and post-production.
In motion
The film
The outcome
One of the best CNY ads of 2021
#GotFengNoShui cut through one of the busiest advertising windows of the year, and SAYS featured it as one of the best Chinese New Year ads of 2021.
For Spritzer, the campaign gave the brand a distinctive comedic voice in a category that usually defaults to emotional storytelling. The strategy and script came from Kingdom Digital; the production craft came from us. The recognition is shared.
“Get ready for a good laugh with Spritzer’s CNY video, featuring the superstitious Feng family.”
SAYS, Best Chinese New Year Ads of 2021
