Prudential parkour sequence turns up gold medal heat

Prudential Malaysia shows some heart-stopping parkour sequences to rile up the nation as Malaysia prepares to host the 2017 SEA Games and the 2017 Asean Para Games later in August. 

Alvin Teoh, ECD of NagaDDB, said that as an insurance brand and sponsor of the upcoming SEA Games, Prudential, alluded to as the parkour runner in the video, wants to be a supporter of dreams to help people overcome any obstacles that might come along the way.

"When the SEA Games came around, we saw the correlation between us and the dreams of the nation," he said. "We dream to see our athletes do well and for glory to befall our nation; the athletes have their dreams too."  

Featuring a paralympic athlete, Teoh said, is a tribute to the outstanding performance of Malaysian Paralympians in the Rio Games last year. "It cast a spotlight on a sometimes ignored community and we wanted to include them (even though it's only one person in the film) in this story. They have dreams too, and so do their families," said Teoh. 

Gan Leong Hin, CEO of Prudential Assurance Malaysia, agreed that the broad nationalistic flavour of the campaign is part of the narrative to instill pride in the national athletes. "Our campaign platform 'The Proud Supporter of Dreams' is our way to unite Malaysians from all walks of life as we come together collectively to host the SEA Games," said Gan. 

We like the contrast of red against the bleak backdrop of the Klang Valley urban jungle in the video. Although it is a bit odd that parkour has become the campaign vehicle of choice to stir national fervour, just as in this Pepsi campaign from Pakistan. 

Related: Teoh is also the creative mind behind 2016's widely acclaimed 'Nursery crimes' anti-child sex abuse campaign and a follow-up effort released earlier this year.

CREDITS

Executive Creative Director: Alvin Teoh
Creative Director: Alex Wong
Associate Creative Director: Jeremy Yeoh
Copywriter: Candice Chhoa, Naqib Shamsuri, Raphael Ang, Hisham Idris
Art Director: Simon Yip
Head of AV: Sharon de Silva
AV Producer: Boon Hsin Lee
Account Director: Rachel Chew
Senior Account Manager: Edeleen Lunjew
Film Production: Reservoir World
Film Director: Quek Shio Chuan
Director of Photography: Eric Yong
Executive Producer: Chow Chun Son
Producer: Sabrina Wong
Post Production: Asia Pacific Videolab