Heartwarmer Or Tear-Jerker? The Storyteller’s Dilemma

System1’s Singapore team tested some of Malaysia, China and Singapore’s advertisements released around Chinese New Year. From the nostalgic winner, to the downright bizarre but impactful, we saw an array of themes and approaches to the holiday season.  Here we’ll look at the most successful ad, the lowest ranking and one that broke the mould.

Fraser and Neave released the highest scoring advert of the holiday season. While it isn’t the most original concept, it undeniably fits with a holiday all about spending time with the ones you love. The overwhelming emotion felt by viewers is happiness, and most pick up on its nostalgic theme. Sometimes the simplest option is the most effective, and hey – if it ain’t broke, don’t fix it.

Petronas’ advert didn’t make it to our leader board this year, but it’s not for the reason you might think. Its concept doesn’t differ too much from F&N’s, but their execution is worlds apart. The highly emotive storytelling means that most people felt sadness when watching the advert (although almost the same number felt happiness). While this means its potential to build long-term brand growth is weak, its Spike Score (used for measuring short-term impact) is significantly higher than F&N’s.

Lazada – “Slash” The Leng Chai! 

Lazada’s Chinese New Year advert is one of the more surreal ones to be released. It placed third in our ranking, and is unique in that it isn’t just an ad- it’s also a competition to win a rental boyfriend for the holidays. A recurring theme throughout the ads we tested is the pressure of impressing elderly family members and Lazada has really taken this to the next level – not only pointing out the problem, but also offering a solution. This coupled with its quick wit and dramatized stereotype of nosey family members makes it stand out from the crowd, and gives it a solid 3-Star rating.

Visit our Chinese New Year ranking page on FeelMore for the top 10 scoring ads.

Have a question for our Singapore team? Please don’t hesitate to reach out

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