This year, we are going to continue our tradition of compiling the popular CNY video ads in Malaysia, since the 2019 and 2020 editions.
Similar to last year, we will apply the “YT Score” metrics by considering the total video views, engagements and like ratio (likes vs dislikes).
YT Score = (Likes ÷ Total Engagements – 0.7) ÷ SQRT ( POWER (0.7,2) ÷ Total Engagements )
Watch time aside, we think this is a good method to rank videos based on their popularity, instead of ranking videos by the most views (can be bought with ads), or purely by the like ratio (some videos have low engagements so it’s not fair to compare with those with much higher engagements).
If you check out the top-ranked videos here, you can clearly see that good-quality video commercials are ranked high by YT Score.
In recent years, brands like TNB, RHB and Watsons are consistently producing high-quality, memorable and creative video commercials. This year is no exception too.
Without further ado, here’s the summary of the top 20 CNY video commercials in Malaysia for 2021:
- TNB CNY 2021 – Nian-tastic New Start
- RHB Chinese New Year 2021: Love Carries On
- Happy New 牛 Year ~ NESCAFÉ 祝您合家幸福安康，喜庆团圆，并与Pong Pong、Jestinna、DJ Perry Kuan 和Ariff Bahran 同欢共乐！
- Watsons CNY #HappyBeautifulYear 2021
- The TESCO ONG Medley 2021 旺歌金曲
- PETRONAS CNY 2021 – 一起 “Yi Qi”
- Digi CNY 2021 – From the Heart 福心有余
- YAKULT新年2021《距离遥远 心却相联》(Miles apart, but close at heart)
- Maxis CNY 2021 – Little Lion | 小狮王
- Etiqa 2021 CNY – How do you get from C– To A+?
- CNY Film 2021-The Last Dance by Samsung
- 2021 余仁生新春公益短片 EuYanSang CNY 2021 Short Film
- Prudential CNY 2021 – 幸福从心出发 Happiness is a place within you
- COURTS CNY 2021 Where There’s Love, There’s Home
- 🏮 LEGO Chinese New Year Video – Directed by Danny AhBoy (2mins) 🧨
- Spritzer CNY 2021 – #GotFengNoShui
- Shared Prosperity and Wisdom by Sunway
- Perodua CNY 2021 – #TheSoundsWeLove
- AIA CNY 2021 I Saving Chinese New YAY
- Daikin CNY 2021 : The Extraordinary Family GO喜发财 (OFFICIAL Short Film)
In the midst of the pandemic with filming challenges, brands like Petronas, Sunway, Gamuda Land have opted for full or hybrid animations.
It is not a surprise that AirAsia hasn’t even launched any CNY video, while Malaysia Airlines has produced a simple video here without much media investment.
Perodua too has opted for a low-key but creatively done ASMR-inspired video. Celcom on another hand has also toned down this year with a simple, VO-led video.
Well received or not, these are good examples of brands getting creative around the current market situations and possibly lesser production budget.
Similar to the past editions, these are the requirements on how the commercials are shortlisted:
- The video must be intended for Malaysia’s market (even Singapore is excluded).
- The video must be produced by or for the brand.
- The video must have at least 100K views on YouTube.
- Other media platforms like Facebook are not considered here.
- Promotional videos by media companies are not included here.
Before we proceed with the top 20 CNY video by YT Score, let’s take a look at who are the winners (and losers) of the following categories:
- Most video views: Watsons CNY #HappyBeautifulYear 2021 (11,536,335 views)
- Most likes gathered: TNB CNY 2021 – Nian-tastic New Start (4,400 likes)
- Most dislikes gathered: CNY ni syok coz ada ayam, ada udang. Hahacluckcluck! by Mister Potato Chips Malaysia (513 dislikes)
- Most engagements: TNB CNY 2021 – Nian-tastic New Start (4,626 engagements)
1. TNB CNY 2021 – Nian-tastic New Start
Video Length: 4:59
Type: Story-telling
YT Views: 6,323,889
Likes #: 4,400
Dislikes #: 226
Total Engagements: 4,626
Like Ratio: 95.11%
YT Score: 24.40
2. RHB Chinese New Year 2021: Love Carries On
Video Length: 3:08
Type: Inspired by True Story
YT Views: 7,179,525
Likes #: 2,100
Dislikes #: 31
Total Engagements: 2,131
Like Ratio: 98.55%
YT Score: 18.82
3. Happy New 牛 Year ~ NESCAFÉ 祝您合家幸福安康，喜庆团圆，并与Pong Pong、Jestinna、DJ Perry Kuan 和Ariff Bahran 同欢共乐！
Video Length: 3:09
Type: Music Video
YT Views: 2,164,021
Likes #: 1,600
Dislikes #: 17
Total Engagements: 1,617
Like Ratio: 98.95%
YT Score: 16.63
4. Watsons CNY #HappyBeautifulYear 2021
Video Length: 5:30
Type: Music Video
YT Views: 11,536,335
Likes #: 2,000
Dislikes #: 223
Total Engagements: 2,223
Like Ratio: 89.97%
YT Score: 13.45
5. The TESCO ONG Medley 2021 旺歌金曲
Video Length: 4:30
Type: Music Video
YT Views: 5,154,459
Likes #: 1,000
Dislikes #: 75
Total Engagements: 1,075
Like Ratio: 93.02%
YT Score: 10.78
6. PETRONAS CNY 2021 – 一起 “Yi Qi”
Video Length: 2:05
Type: Story-telling (Animation)
YT Views: 2,005,636
Likes #: 2,300
Dislikes #: 437
Total Engagements: 2,737
Like Ratio: 84.03%
YT Score: 10.49
7. Digi CNY 2021 – From the Heart 福心有余
Video Length: 4:01
Type: Story-telling
YT Views: 1,083,197
Likes #: 1,300
Dislikes #: 175
Total Engagements: 1,475
Like Ratio: 88.14%
YT Score: 9.95
8. YAKULT新年2021《距离遥远 心却相联》(Miles apart, but close at heart)
Video Length: 6:08
Type: Story-telling
YT Views: 307,068
Likes #: 746
Dislikes #: 85
Total Engagements: 831
Like Ratio: 89.77%
YT Score: 8.14
9. Maxis CNY 2021 – Little Lion | 小狮王
Video Length: 3:26
Type: Story-telling
YT Views: 3,119,169
Likes #: 383
Dislikes #: 15
Total Engagements: 398
Like Ratio: 96.23%
YT Score: 7.48
10. Etiqa 2021 CNY – How do you get from C– To A+?
Video Length: 4:09
Type: Story-telling
YT Views: 6,009,273
Likes #: 369
Dislikes #: 18
Total Engagements: 387
Like Ratio: 95.35%
YT Score: 7.12
11. CNY Film 2021-The Last Dance by Samsung
Video Length: 7:01
Type: Story-telling
YT Views: 408,054
Likes #: 372
Dislikes #: 25
Total Engagements: 397
Like Ratio: 93.70%
YT Score: 6.75
12. 2021 余仁生新春公益短片 EuYanSang CNY 2021 Short Film
Video Length: 3:00
Type: Story-telling
YT Views: 120,220
Likes #: 294
Dislikes #: 12
Total Engagements: 306
Like Ratio: 96.08%
YT Score: 6.52
13. Prudential CNY 2021 – 幸福从心出发 Happiness is a place within you
Video Length: 6:58
Type: Story-telling
YT Views: 2,067,749
Likes #: 343
Dislikes #: 36
Total Engagements: 379
Like Ratio: 90.50%
YT Score: 5.70
14. COURTS CNY 2021 Where There’s Love, There’s Home
Video Length: 2:22
Type: Story-telling
YT Views: 184,693
Likes #: 174
Dislikes #: 4
Total Engagements: 178
Like Ratio: 97.75%
YT Score: 5.29
15. 🏮 LEGO Chinese New Year Video – Directed by Danny AhBoy (2mins) 🧨
Video Length: 1:57
Type: Story-telling
YT Views: 1,015,018
Likes #: 131
Dislikes #: 2
Total Engagements: 133
Like Ratio: 98.50%
YT Score: 4.69
16. Spritzer CNY 2021 – #GotFengNoShui
Video Length: 2:54
Type: Story-telling
YT Views: 400,231
Likes #: 134
Dislikes #: 3
Total Engagements: 137
Like Ratio: 97.81%
YT Score: 4.65
17. Shared Prosperity and Wisdom by Sunway
Video Length: 3:38
Type: Story-telling (Animation)
YT Views: 612,070
Likes #: 127
Dislikes #: 2
Total Engagements: 129
Like Ratio: 98.45%
YT Score: 4.62
18. Perodua CNY 2021 – #TheSoundsWeLove
Video Length: 1:24
Type: ASMR Effects
YT Views: 208,055
Likes #: 98
Dislikes #: 0
Total Engagements: 98
Like Ratio: 100%
YT Score: 4.24
19. AIA CNY 2021 I Saving Chinese New YAY
Video Length: 2:24
Type: Story-telling
YT Views: 437,660
Likes #: 121
Dislikes #: 5
Total Engagements: 126
Like Ratio: 96.03%
YT Score: 4.17
20. Daikin CNY 2021 : The Extraordinary Family GO喜发财 (OFFICIAL Short Film)
Video Length: 4:58
Type: Story-telling
YT Views: 188,404
Likes #: 163
Dislikes #: 15
Total Engagements: 178
Like Ratio: 91.57%
YT Score: 4.11
Note: All metrics above are compiled on 15 February 2021 (the 4th day of CNY).
