PROTON premiered their latest Hari Raya short film at a buka puasa event with the media yesterday. The tearjerker of a short film was produced in collaboration with Elite Definition Sdn Bhd, the exclusive distributor for Little Joe Air Freshener in Malaysia. This year’s PROTON Hari Raya short film - PROTON X Little Joe is titled Syurgaku, or My Heaven. It showcases the new Proton S70 C-segment sedan, as well as Proton's 3S/4S outlets.. With a run time of nearly 22 minutes, it features popular Malaysian actors Shaheizy Sam, Sharifah Amani and Fauziah Ahmad Daud under the direction of local actor and director, Pekin Ibrahim.
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“PROTON decided to collaborate with Little Joe Air Fresheners to produce our Hari Raya short film this year following two years of doing it ourselves. It is also a natural extension to our current partnership where air fresheners are offered to after sales customers and the company is developing a fragrance that is specific to Proton vehicles,” said Roslan Abdullah, Chief Executive Officer, Proton Edar.
Speaking of Mr Roslan, he actually has a guest starring role in the shortie, and it was quite an experience for the chap, as he explained that he had to end up in some village in the middle of the night right after many of the usual business meetings. There, he had to learn some lines and do various takes. It isn't easy juggling so many roles in a single day and night. Of course, it is amusing finding out that someone you've met who is part of a large corporation suddenly being put into an acting position. Must have been quite a unique experience for him.
Since 2022, where PROTON started dipping their foot into the Hari Raya Id advertisements, the first two editions of the PROTON Hari Raya short film revolved around themes familiar to Proton fans. The first film was based on an old Proton Hari Raya jingle while last year’s film featured the story of Sarjan Ismail Jaafar, the man credited with creating the Proton Saga name as the company celebrated its 40th anniversary.
For 2024, the story line revolves around a more general theme regarding time spent with family, sacrifices being made as well as loss during the Hari Raya celebration. At the same time, there are subtle references to the unique features of the Proton S70 as well as the amenities customers can find at Proton’s 3S/4S service centres.
“The theme for our Hari Raya film this year is more universal and applies to real world situations that many of us face on a daily basis. There is still a commercial angle with less obvious highlights for our products and services but as a whole, we believe viewers will have no doubt this is a Proton based shirt film,” added Roslan Abdullah.
Of course, director Pekin Ibrahim had this to say about why this time the short film was another tearjerker of an advertisement. For the biggest, most viral impact necessary, he and the people behind the team have realised that the more poignant, or sad, the story was, the more likely it was that it would be a hit among viewers. Previous films where it was of happier themes also do well, but somehow, for it to go viral here in Malaysia, the story would need to be a sob story.
Hey, if that's what the public wants, that's what the public is actually getting here.
But, I have to say in this case, while it is sad, the guy played by Shaheizy Sam should not be the strong and silent type, but needs more communication skills with the missus...and maybe some budgeting skills (sorry, but I think too much sometimes). Anyway, you can watch it at the link above or the links below.
The 2024 PROTON Hari Raya film can be viewed at:
Facebook:
https://www.facebook.com/watch/?v=3576916139292143
Youtube:
https://youtu.be/E-vZrsPEkzU
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