Are Malaysian Ads Stuck In A Sad Loop?

Every festive season in Malaysia comes with its own set of stories –  not just told at gatherings, but on screen. These advertisements have become traditions in their own right, moving us in ways few commercials ever could.

For years, the formula was simple: start warm, add nostalgia, end with an emotional twist. If an advertisement didn’t tug at your heartstrings, it often felt incomplete.

But as audiences evolved, so did the storytelling. Some brands kept the tears, while others discovered joy, humour, and even everyday quirks became as moving – sometimes more so. 

Where It All Began

The roots of Malaysia’s emotional festive ads traced back to the late ’90s and early 2000s, when Yasmin Ahmad redefined the landscape with heartfelt storytelling that felt authentic, thoughtful, and full of warmth.

Her work, best remembered through the Petronas 2007 Merdeka advertisement ‘Tan Hong Ming in Love’, showed that commercials don't have to be hard sells.

Instead, they could be quiet, tender stories with emotional payoffs that stayed with audiences long after the screen faded to black. Viewers didn’t just watch them; they eagerly awaited them every festive season.

Other brands soon followed, and the formula of relatable characters, shared heritage, and heartbreak quickly became the norm. What began as fresh and heartfelt eventually became predictable. And breaking that expectation? Not so easy.

The Emotional Playbook

Why do so many Malaysian ads end in heartbreak? Because it works. 

Sadness grabs attention, gets shared, and lingers long after the ad ends. We’ve all learned the cues: warm lighting, soft music, everyday scenes — then the turn. Someone’s gone, someone’s leaving, or someone’s been quietly sacrificing all along.

It’s still effective at times, but we’ve been shown that there are other ways. A few brands ditched the formula, proving you can move people without breaking their hearts.

A New Chapter For Festive Commercials

Over the years, brands proved that festive storytelling can be more than just tearjerkers. From heartfelt to hilarious moments, these standout campaigns demonstrated the power of emotional variety – and how fresh approaches can still capture Malaysian warmth. 

Maybank (2025)
Maybank’s Projek Salam Raya Campaign focused on inclusion and empowerment, telling the real-life story of a young girl receiving a prosthetic arm in time for Hari Raya. Heartfelt yet uplifting, it delivered emotion without leaning on tragedy. 

Petronas (2025)
Petronas released “Stay” (Tetap Di Sini) – a deeply emotional Chinese New Year web film that foregoes intergenerational banter in favour of raw familial love and quiet sacrifices.

Family Mart (2025)
For Hari Raya, FamilyMart’s Operasi Raya Campaign brought cheeky, high-energy fun as a Malaysian family tries to impress their Japanese in-laws during their open house. With snappy cuts, playful banter, anime elements, and cross-cultural comedy, it ditched the tearjerker formula for bold, relatable, and, joyful unpredictable storytelling. 

Astro Malaysia (2025)
Astro went for a playful nostalgia in their Lain Macamnya Raya campaign, blending throwback aesthetics with modern humour. It was a wink to the past without it being a sentimental overkill, proving you can celebrate heritage and still keep things light.

Taylor’s University (2020)
A witty Deepavali short film by Taylor’s University entitled Curious Kumar follows a young boy whose innocent questions spark bigger conversations about tradition, identity, and inclusivity. Light in delivery but sharp in message, it shows how festive ads can challenge perspectives while still celebrating the season. 

These brands didn’t avoid emotion — they broadened it. And in doing so, they reminded audiences that joy, surprise, and recognition can be as memorable as tears in advertisements.

The Joyful Ending Revolution

We’ll probably never stop loving a good tearjerker commercial. It’s part of our shared viewing culture, much like our comfort shows and classic films. However, as these brands have shown us, there is more than one way to move an audience — warmth, nostalgia, and even a touch of absurdity can be just as powerful.

At DOX Digital, that’s exactly what we help brands do: craft campaigns that connect, surprise, and stick. Whether you’re ready to refresh your storytelling or rewrite the script entirely, we’ll make sure your story moves your audience.