|Title||CARSOME CHINESE NEW YEAR: YOU AIN'T GREAT (GUANG MING)|
|Product / Service||CARSOME|
|Category||A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains|
|Entrant||VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA|
|Idea Creation||VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA|
|Idea Creation 2||VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA|
|Production||VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA|
|Production 2||VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA|
|Cavan Ang||VMLY&R Commerce||Copywriter|
|KC Aui||VMLY&R Commerce||Executive Creative Director|
|Woei Hern Chan||VMLY&R Commerce||Executive Creative Director|
|Zahir Mazlan||VMLY&R Commerce||Creative Lead|
|Wayne Wang||VMLY&R Commerce||Art Director|
Buying new things is something very important during Lunar New Year. Gifting new things to loved ones as a token of appreciation is almost a duty. The bigger and more expensive the gift, the better. It’s also the season where car makers close the highest car sales. Gifting a second-hand car is almost unthinkable. What if a pre-loved car is as valuable gift as a brand new one? To get people to do the unthinkable, we did the unthinkable, by telling them to ‘offend’ their loved ones this Lunar New Year. What starts out as a ‘rude’ headline, becomes a love letter to reflect on the love and sacrifices that they’ve given us throughout our lives. In essence, maybe we are all ‘pre-loved’ as well. The campaign was also executed in a ‘pre-loved’ media format as well instead of the usual brand films, in the form of newspaper ads.
Dad, you ain’t that great! Dad always acts like he has three heads and six arms. Sometimes a driver, sometimes a teacher, then suddenly he becomes the handyman. He always thought there was nothing in the world that he couldn't be. The one thing he isn’t, is himself. To be a father, he’s given up so many things. Probably passed on that dream car he always wanted in his dream. Just to let us live a better life. It's Dad who made our dreams come true. Who said it wasn't his deep love? Maybe it's time we should do something for him. Like handing him the keys to his dream car. We’re sure that he’ll still gladly be your driver, teacher and handyman Except this time, he’ll have another hat to wear, and that’s of a proud man who’s at the wheels of the car he’s always wanted in his dream! Now, I think dad should be laughing in his dreams. This Chinese New Year Carsome is giving Ong-tastic deals for you to buy a car for your loved ones, send your endless love and blessings, and join hands to embark on a beautiful CNY journey of happiness. (So we can go on a beautiful journey Of appreciating the true meaning of prosperity together.) Happy Carsome New Year.