Kancil Awards

The Malaysian Advertising Awards

(9.1) Copywriting — MERIT, Secret Crush, AMP Radio Networks

Rationale
Diarrhea strikes at any time, and it’s very embarrassing when you are in a meeting, dining, chatting and so on… So most of the time you would try to put up with it, but your body language and the expression on your face will not. And that might cause a huge misunderstanding.

Female: I only wanted to test whether Edmund was falling in love with me, But I never expected him to really believe that I was going to migrate with my cousin. Right after I told him, he looked very sad, and extremely depressed… it hurt me you know! Ya, I really wanted to explain to him, but he just stood up, and dashed off to the wash room. Was he crying because of me? I feel really bad about this…

ANNR: Holding in your diarrhea might cause a huge misunderstanding. Take TYT Anti-diarrhea pill, put a stop to it.

Female: Well, if you ask me to stay, I might change my mind….

 


Title
Secret Crush

Client
Hong Yang Hoo Pharma Sdn Bhd

Product/Service
TYT Anti-Diarrhea Pill

Creative Director
Hoe Kai Yew

Copywriter
Hoe Kai Yew

Client Service
Stanley Chen/ Sueanne Chua

Production House
AMP Radio Networks

Agency Producer
Hoe Kai Yew

Production House Producer
Jimmy Chua, Shelyne Wai

Announcer
Chong Siow Theen, Tan Chuan Hui

 

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