tv3 raya ads – a fairy tale of aidilfitri
Have you watch the new most memorable (*cough) Aidilfitri TV advertisement/iklan by Media Prima tv channel – TV3.
It’s like adaptation straight from a short story by Hans Christian Andersen – but slightly injected with 1Malaysia propaganda.
It’s just so wrong in many places.
[UPDATED] YouTube video has been removed by Grand Brilliance for copyright issue (hmmm I don’t think advertisement can be claim as copyright items)
Let go frame by frame (to understand the concept)
A boy (Look like Wendy Darling of Peter Pan) alone at home (very poor – coz the roof made of nipah – probably somewhere in Penang) reading a story book (in Jawi if you close up) on the eve of Hari Raya and suddenly the book magically turn the picture of ‘Beca’ into real life thing (Cinderella) and comes the Santa Claus with a kopiah gesturing the boy to join him (probably celebrate Aidilfitri at a better place).
Then the magical sleigh (beca) flying next and above the Penang Bridge, Menara Condong Teluk Intan, KLCC Twin Tower and Jalan Raja Chulan traffic junction – before that, they stop by a few houses and pick other childrens too (Peter Pan again).
Those landmark started to light up when the sleigh passes by – probably to show that ‘kegembiraan‘ celebrating Aidilfitri.
After that, you can see the famous tree of UPM next to the huge moon (It’s the ET scene) – they sort of going to a better place – (from Penang – to Perak – stop in KL – maybe Gunung Ledang?)
Suddenly out of the sky comes the majestic mosque on top of mountain – like the land of Arda of the Elves in the Lord of the Ring trilogy.
Above the hill, family members and the habitant of the land of ‘TV3′ gather together preparing for Hari Raya and there’s flying lotus with bahulu, lampu pelita, the magic ‘ketupat’ and ‘kacau-ing’ dodol inside the big lotus.
It’s end with firework on the sky and everybody happily ever after.
‘Sinari Lebaran – Keindahan Dalam Lebaran’
Syawal menjelma menitik detik-detik riang
Doa dan ampun maaf dipinta
Lebaran ini memberi sinar suci
Ramadan penuh kemuliaan
Kegembiraan, ketenangan, kesabaran menanti lebaran
Kita temui keimanan di Syawal ini
Sinar lebaran dihiasi berwarna warni
Selamat, selamat hari raya
Selamat, selamat hari raya
—–
I didn’t get it!
What’s the essence creative director of this ads want to deliver in the first place (I heard they said it’s like kids fantasy)?
Does he/she want to convey that there are a lot of TV programme during Hari Raya for kids to spend their time in front of tv?
I’m sure TV3 will pulled this out but for a such thing to happen in this country and from a leading TV channel in Malaysia – it’s such a shame for Media Prima corporate comms.
It’s like watching an ads made by someone who didn’t know what Islam is – or religion sensitivity (at least)?
Bottom line is religion celebration is not a fairy tale, guys!
Someone should get fired!
*I do love the song tho – it’s kind of catchy!
>>I don’t make comparison this advert with other religion symbols or practices except fairy tales – so please stop placing any nasty comment – I won’t approve.
September 5th, 2010 at 3:37 pm
yang penting lain kali jangan diulangi lagi, jadikan pengajaran yang berguna
sharinginfoz´s last [type] ..Berapa Kerap Top-up Prepaid
September 5th, 2010 at 9:01 pm
It shouldn’t have happen in the first place – to put an ads with full of cliche especially on religious festive is bad;
September 6th, 2010 at 12:11 pm
Some comments i’ve read on other blogs r saying this is like a conspiracy… I don’t think so, ok, I agree the ad is not suitable for Raya Aidilfitri but I wish people would not think that the other races r happy about the ad either
September 6th, 2010 at 12:19 pm
@Victoria – it’s not conspiracy on any religion practices in Malaysia. Just a simple too wild imagination by the team, I guess – they should have a focus group first to discuss if this offensive or not;
September 6th, 2010 at 2:14 pm
Why does everything need to sensitive if it doesn’t follow a particular view. Its someone’s creativity. Just like Santa,or the Chrismas tree has absolutely nothing to do with Christianty. Doesn’t reduce their faith even if it there,faith is what you hold on to from the inside.
September 6th, 2010 at 2:23 pm
AJ, I do feel creativity has to be control in this kind of ads – any commercial entities has a value proposition in what message they want to convey to their audiences – I do think in this situation, the creative director doesn’t intent to insult any religions in the first place – he/she merely to used her/his imagination to excite kids to watch their TV programme. But at the end of day, is the message is strong and solid for public viewing – in this case, he/she got it wrong;
September 7th, 2010 at 4:25 am
Haven’t seen the ad (Youtube link is blocked and I’m not in M’sia) but by your description it sounds absolutely ghastly. To me its symptomatic of the rampant disneyfication of culture which is worldwide. Sadly most people, (for whatever unfathomable reason), prefer to neglect their own authentic cultures for a dumbed-down, cutesy, touchy-feely american-style pabulum as being somehow more progressive. I’ve noticed this more and more in Malaysian mainstream culture on my last few trips back. I agree, there’s nothing religious in being outraged by this enormity, (I’m from a Christian background BTW), anyone with the slightest degree of aesthetic sensitivity would be.
September 7th, 2010 at 10:15 pm
Links working.
Saw the ad, wish I hadn’t though.
Happy Raya
September 11th, 2010 at 9:02 pm
[...] so much hype on the fairy tales ads by TV3 — one raya ads stand out above the [...]
November 18th, 2010 at 4:38 am
Love the way you objectively analyze the video and decipher what should be done. Building cultural sensitivity in this country is crucial, especially when it is a fusion of many. Of course everyone has an opinion, but this is more than just religious satire. Much more should be taken into account, like how you have explained; what message are they trying to deliver in advertising aspects? Is the ad suitable for the target audiences, demographics etc? Hence, solely attacking it is just… inadequate. It’s more like an attempt to pack everyone in without appropriate consideration on how it might be misconstrued. Anyway, thanks for your fresh perspectives!