I always love watching ads of Petronas (Malaysia’s oil company) as there will be an equal representation of races in their ads and the soft sell approach will be used, which focuses on building their brand image.
An example of a Petronas ad (http://www.youtube.com/watch?v=05ILlMySCQE) would be “Saya Anak Malaysia”, which means “I am a child of Malaysia”; this was aired on Malaysia’s national day (celebrating 50 years of independence) in 2007.
It shows three good friends (one Chinese, one Malay, and one Indian) escaping from wasps after one of them accidentally hit a wasp’s hive while playing. The three friends protected each other and shared the same punishment (of getting stung by wasps). This friendship lasted for many years and this is the message Petronas was hoping to make; that it has been with Malaysia for many years and has become best friends.
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