Malaysia: Strict rules relax a little in Advertising
by
David Kilburn
There's an air of self-restraint about many Malaysian TV commercials which makes the
occasional controversy all the more lively. Witness Grey's launch commercial this January for
the Bufori, a made-in-Malaysia US$62,700 open-top sports car. "I don't care who you are
or what you look like; if you drive a Bufori, I'm yours," purred the model, a former Miss
Malaysia. Though the spot had cleared Malaysia's strict censorship procedures, it quickly
drew the wrath of feminist groups, who found it demeaning. After three weeks the spot was
replaced. The altercation came as no surprise to Grey's Creative director Jerry McKenna
who expected complaints. "The reaction did not surprise us, indeed the publicity helped the
campaign and we had other commercials ready," he says.
The Bufori spot sparked fresh discussion about the form and content of Malaysian
advertising. Rapid economic growth has created a new generation of well-educated,
increasingly affluent consumers. In the space of a generation the country is moving from the
third into the modern world. It's a transition that creates tension between the traditions of a
multi-racial Asian community where Islam is the state religion and those of an
internationalized secular society that takes its cues from Hollywood and MTV.
Malaysian authorities try to shelter citizens from what are seen as potentially corrosive
aspects of Western culture. The Ministry of Information cuts anything it considers as
"violence, horror, sex and counterculture" (a.k.a. "VHSC.") from local television and movies
The same requirements hold for advertising.
But while it's no surprise that 'Pulp Fiction' hasn't made it to Malaysia, it is surprising that
blue jeans only just emerged from forbidden zone of "counterculture." "We used to use black
denim in Levi commercials," says McCann Erickson managing director Ray Dempsey. "You
learn what is allowed as you try to clear TV boards through the RTM. Many of the rules
aren't in writing - you show them a board and they tell you what you can and can't do. For
instance, you can't kiss, no bare shoulders, no physical proximity, no pony tales, no baseball
caps askew, no long hair. In commercials for a shower gel, you would cut from the head to
the feet and show nothing in-between. Though they've recently allowed blue jeans, there are
still no bandannas," adds Dempsey.
In one Levi's spot, there are just three brief glimpses of blue denim as a group of politically
correct but hip youngsters get their longish hair shaved off at the barbers. Coca Cola
commercials evoke the spirit of an MTV generation, but their expression is more restrained.
The bare-backed male Chinese drummer who opens McCann commercials for Cathay
Pacific Airways across Asia wears a shirt in Malaysia. ."You must be very sensitive to these
things or you just don't air," says Dempsey.
While the authorities make clear what is not permitted, just what comprises Malaysian
values, and how they should be expressed is more difficult to define, especially with three
racial groups Malay, Chinese, and Indian and up to five languages in the melting pot. It's a
hot topic for all media, not just for advertising. Anwar Ibrahim, Malaysia's deputy prime
minister, points to harmony in society through good governance, the sanctity of the family,
tolerance toward diversity, and compassion for the weak and unfortunate.
A new sense of national self-confidence has come about with economic growth. And so
there is a wish to define and preserve a cultural heritage. Rapid growth in ad spending, and
increasing competition between both brands and agencies has made the ad industry more of
a media force than ever before. Total billings at 1,624 million RM in 1994 were more than
double 1995, and more than four times 1985.
" There's a new awareness of these values in advertising now. People are trying to tap into
the nuances of local culture that are currently missing in most advertising. Agencies here
tended to do a lot of Western oriented advertising But now we are trying to tap into local
values, to become a little more Malaysian in focus. Its still a long way from being satisfactory,
but at least the development has started.," says Mr. Rishya Joseph, md of DYR Malaysia.
A recent Leo Burnett campaign for McDonalds was cited by a number of agencies as a
good example of the increasing sensitivity to how Malaysian values can come through in
advertising. Outwardly, the commercial just shows children enjoying a birthday party at
McDonalds. But locals can appreciate the harmony between the different races, note the
respect shown to elders, and how well a global company fits in with local values. There's a
lot of human warmth with an emphasis on the family.
Nestle is another advertiser many agency executives cite for local touch in advertising
created by JWT, McCann, and Ogilvy. In one Ogilvy commercial for Nestle's 'Milkmaid,' a
group of well-equipped Harley Davidson bikers thunder up to a peaceful rural thatched
Malay house where a traditional family are having tea. There's no clash as the two disparate
cultures welcome each other. The uninvited visitors get tea and the family get to try the bikes.
Unbelievable around LA, but still possible near KL.
Though current creative appears tame, it lacks for little in production quality. The country's
'Made-in-Malaysia' policy requiring commercials aired locally to be also be filmed locally has
helped build up a production industry competitive enough to make commercials that can be
shown across Asia. "Production standards are generally good and developing very well,"
says Manfred Knuth, creative director at Ogilvy & Mather in KL.
Malaysia's advertising industry is dominated by the multinational agencies who started it.
But now there are fewer expatriates as local talent starts coming into its own. " Malaysia is
going to become a centre for creativity in the next few years. There are some realy nice
sparks flying. There's a natural growth in the industry, and there are very good young
creative people coming through," says McKenna.
" Competition has heated up between the agencies, " says Knuth, " though the major
international agencies are still taking a big chunk, local agencies are starting to make an
impact." "We're going to see some of the top Malaysian creatives breaking out starting their
own shops, in a couple of years we'll be looking at a very different industry," adds
McKenna.
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Originally published in ADWEEK, Eastern Edition, July 17 1995, vol 36 No 29 Page 26
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