15 January 2020

Prudential MY shines light on intergenerational differences in CNY spot

Prudential MY shines light on intergenerational differences in CNY spot

In the lead up to Chinese New Year, Prudential Malaysia has decided to touch on the themes of intergenerational expectations, filial piety, authenticity, and individuality with its latest spot titled “Noodle Noob”.

“Noodle Noob” features the owner of a humble noodle restaurant attempting to teach and pass down ancestral secrets of the art of noodle-making to his teenage son. Despite many attempts, the son fails at making the noodles causing feelings of disappointment in his father. Yet, the reserved son begins to apply his digitally driven and innovative mindset to the situation, taking on a twist towards the end of the video.

In the making of this video, Prudential drew inspiration from the attitudes of Millennials and how they are described as a misunderstood generation. The disconnect and frustration comes from the misunderstanding between generations and in which Millennials and Gen Zs are expected to follow the same path their parents did and live by the same set of principles, and any deviation from this, is considered wrong.

Staying true to its theme of authenticity, Prudential worked with a homegrown noodle “sifu” on set to teach both the director and talents the proper way of making noodles and was on set during its filming to ensure it was done correctly. The video was done in collaboration with Naga DDB Tribal.

Chief brand officer Fiona Liao said Millennials and the newer generations are growing up with digital technology and social media. In every aspect of their thinking and living, there will always be an element of technological innovation to improve their lives and the lives of others around them.

“They are also known to have a sense of selflessness that leads them to be engaged in social action that makes a difference, often with the help of the Internet. This was the insight that inspired this video. Millennials may do tradition differently, but this does not mean they do not respect or honour it. Every generation has their own set of qualities, core values and strengths to bring to life,” she said.

According to her, the video ends with a saying “Every gift becomes a blessing when you do something about it”, and Prudential encourages all Malaysians to do something about whatever matters most to them this Chinese New Year.