Kancil Awards

The Malaysian Advertising Awards

(6.7) Campaign in Chinese — BRONZE, Class in Session, AMP Radio Networks

Class in Session

Electrolux Home Appliances Sdn Bhd

Electrolux air-conditioner

Creative Director
Hoe Kai Yew

Hoe Kai Yew

Client Service
Zech Pharamond

Production House
AMP Radio Networks

Agency Producer
Hoe Kai Yew

Production House Producer
Jimmy Chua Chee Hooi

Ho Soo Wei

This commercial purposely makes it seems like a very serious Mandarin class is in session. The first commercial teaches the word “?(freezing)” in Chinese, which can lead to the word “??freezing home”, which means “my house” in traditional Chinese language. But this commercial literally translates the word “freezing home” to “the house that always remains at a low temperature.” There’s also a phrase, “????10 years of cold window”, which in Mandarin is supposed to mean “Study very hard”. But now it becomes, “Even after 10 years, your window will still remain at a low temperature.” The sentences are then all linked back to the Electrolux air-conditioner. The second commercial teaches the word, “?(Cold)”, which is in Mandarin. When it is combined with the Chinese word for “?Quiet”, it is supposed to mean “??Cool Down” in Chinese. But in this context, we literally translate it into, “cold and very quiet”. This commercial also uses a very famous classic Chinese poem to demonstrate the usage of the abovementioned “words”, but with a twist! According to this commercial, that poem was inspired by the Electrolux air-conditioner.


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