FOR years, Malaysians have been entertained by the commercials that are aired during festive seasons.

       From plot twists to tear-jerking scenes, the Year of the Tiger has inspired household names and everyday brands to up the ante with their creativity.

       For Chinese New Year 2022, Star Media Group invited Malaysians to vote their favourite from among 37 CNY commercials by recognised brands from various industries.

       For us at TNB, good relationships are essential for a meaningful life at work and at home, said Ma.Of more than 7,400 “commer-sseurs” who cast their votes, 10 became lucky owners of a brand new smartwatch each based on their submission on why they voted for that particular video.

       The top three favourites out of the 37 commercials, in no particular order, are Tenaga Nasional Berhad (TNB), Sunway Group and Shopee.

       “People start seeking their fortune in terms of their wealth, career and health in the New Year. This inspired us to tell a story that was based on whether fortune can be found closer to home in ways that we may have overlooked or taken for granted,” said TNB Group corporate communications head Shukreen Ma.

       “The pandemic has had an indelible and evolving effect on the way we live and work. At a time where the novelty of the new normal has worn off and replaced with lethargy and even mental health issues, we wanted to focus on the traditions and the practices that have never wavered – that give us a sense of identity, a sense of belonging.

       “We thought it was a perfect time to tell a story that looked at true prosperity in a different light, and help us appreciate where we are and what we have.”

       Sunway Group brand marketing and communications senior general manager Nik Tasha Nik Kamaruddin said Sunway’s commitment to the UN Sustainable Development Goals (SDG) influenced the direction of their CNY commercial this year.

       “Our story was based on true events and good intentions of Yvonne, a ‘Growner’ in the Sunway XFarms programme.

       Sunway’s festive campaigns are about its core values of integrity, humility and excellence, said Nik Tasha.“It was her aim to impart and share her knowledge in self-sustainable farming and make it more accessible among the rural communities where food security is a major concern, which is in line with Sunway XFarms’ vision and Sunway’s commitment to SDG.”

       Nik Tasha added that Sunway’s festive campaigns have always been skewed towards communicating their core values of integrity, humility and excellence through storytelling.

       Shopee’s CNY commercial takes a short documentary-style approach with authentic characters in shining a light on lesser-told stories.

       “The inspiration for Lion’s Heart came from years of observing the art of lion dance. We were intrigued by troupes riding on the back of lorries,” said video lead Shaiful Yahya.

       “After digging into the Khuan Loke Lion Dance troupe, we were surprised to find out the sacrifices that the determined female personalities had to make to pursue their dreams in lion dancing.

       Shopee wanted to tell a true and honest story of the girls and the struggles, behind the art, said Shaiful.“We wanted to tell a true and honest story of the girls from different backgrounds and races, the struggles, and insight behind the art. As part of Shopee’s engagement, this story feels close to home, so we want to touch the hearts of Malaysians by featuring their story on our platform.”

       One winner, Leow Yuk Loong, said: “I voted for TNB’s WonderFu Fortune because true fortune and prosperity lies in the bonds we have with our family.

       “Family will always be there for us – supporting us all the way and lighting up our lives regardless of bad times or good times.”

       Lion’s Heart by Shopee tugged on Chew Kim Cheng’s heartstrings.

       “The lion dance troupe trained constantly, striving to be the best. But in doing so they had to sacrifice time with family,” he said.

       “This is but one sacrifice out of many that one has to make if you want to be the best in your profession. The reward is in the satisfaction in knowing you’ve tried and done your best to make your family proud of you.”

       Star Media Group extends its gratitude towards Malaysians for making this video-voting a success and promises more in the works to drive goodwill and also spread beloved brands’ good vibes and cheer. Stay tuned for Star Media Group’s upcoming hunt for the most engaging Hari Raya commercial of 2022!

       To view the Top 20 favourite CNY 2022 videos, click on the gallery below. To feast your eyes on the extensive festive show reel, click here.