Why Do We Still Remember Some TV Ads?
Ask a friend to name an ad they remember from years ago. They’ll probably get it in seconds, and might even hum the tune. Now ask them what they watched last Tuesday. Blank. That’s the gap between a forgettable ad and one that sticks.
The good news is that good advertisements on television aren’t about big budgets. They’re about the style you choose to tell your story. Here are seven styles that tend to stay with Malaysian viewers, with made-up sample ideas to show how each one might work.
Note: all the businesses and storylines below are fictional.
Style 1: The Emotional Story
Best for: family brands, banks, insurance, education, healthcare
This is the one that makes you tear up at Raya. Instead of listing features, it tells a small story about family, friendship or coming home. The product shows up quietly near the end.
Sample idea: A grandmother prepares her usual kuih in the kitchen while the grandchildren video-call from abroad. At the end, a simple line: “Some things are best shared at home.” Then the bakery’s name.
The key is to feel real, not forced. One honest moment is better than five dramatic ones.
Style 2: The Funny One
Best for: food and drink, retail, telco, apps, anything light-hearted
Humour gets people to pay attention and share the ad with friends. Malaysians love a good laugh, especially when it’s about everyday situations like traffic, mamak banter and family WhatsApp groups.
Sample idea: A man tells everyone he’ll “be there in five minutes” while clearly still in his pyjamas. His phone buzzes. It’s his friend asking for a ride. The line: “Late again? Order from Rasa Kita, delivered before you finish getting ready.”
A word of caution: make sure the joke doesn’t overshadow the brand. If viewers laugh but can’t remember who it was for, the ad hasn’t done its job.
Style 3: The Customer Story
Best for: clinics, tuition centres, salons, home services, car dealers
People trust people like themselves. A short testimonial from a real customer can carry more weight than any slogan.
Sample idea: A parent explains how her daughter used to dread maths, and how, after a few months at a tuition centre, she now asks for extra practice. A simple on-screen line: “Book a free trial class.”
Keep it honest and specific. A real detail, like a child asking for more homework, is more believable than “great service, highly recommended.” And always get permission from the people you feature.
Style 4: The Problem Solver
Best for: home products, repair services, health products, software
This style opens with a problem everyone knows, then shows your product fixing it. It’s simple, clear and works well when your offer is easy to demonstrate.
Sample idea: A family struggles with a dark, stuffy living room before a big gathering. A quick change of lighting and fans, and the room feels fresh. The line: “Ready for guests in one afternoon.”
If you can show before and after, do it. Viewers understand it instantly.
Style 5: The Festive Special
Best for: almost any brand during Raya, CNY, Deepavali, Christmas and Merdeka
Festive ads tap into something viewers already feel: gathering, giving, travelling home. They often mix warmth with a seasonal offer.
Sample idea: A car service centre shows a family packing the boot for balik kampung, with a mechanic quietly checking the tyres before they leave. “Safe journey starts here.”
Slots in festive seasons fill up early, so book well in advance. And consider whether your ad speaks to more than one community, since Malaysian viewers are diverse.
Style 6: The Nostalgia Trip
Best for: heritage brands, food, snacks, toys, long-running businesses
Nostalgia works because it takes people back. A school canteen, a kampung afternoon, a childhood snack. Familiar music or visuals can do a lot of the work.
Sample idea: A man bites into a familiar biscuit and is suddenly back in a school canteen, queuing with his friends. Back in the present, he smiles. The line: “Still as good as you remember.”
This style suits brands with a long history. If your brand is brand-new, a different style may be a better fit.
Style 7: The Familiar Face
Best for: brands wanting personality: retail, food, services, new products
A recurring character, a mascot or a spokesperson can help your brand feel recognisable. It could be a well-known personality, or a friendly character that becomes the face of your business.
Sample idea: A cheerful “Pak Cik Kopi” mascot appears in every ad, offering a witty tip before telling viewers to try the new blend.
A familiar face builds recognition over time, especially if you run it for months. Just make sure the person or character fits your brand’s tone, and be careful with endorsements, as promises need to be honest.
How to Choose a Style
Not sure which one fits? Ask yourself:
- What do I want viewers to feel? Trust, laughter, warmth, urgency?
- Who am I talking to? Parents, young workers, families, older viewers?
- What is my offer? Easy to demonstrate, or more emotional?
- What’s the moment? A festive season, a launch or an everyday ad?
- Will it still make sense on mute? Many people don’t hear the ad properly, so the visuals should carry the story.
You can also blend styles. A festive ad can be emotional and funny. A testimonial can also solve a problem. Just keep one clear message.
A Few Things That Work in Every Style
- Grab attention early. The first few seconds decide whether people keep watching.
- Show your name clearly. A great story means nothing if nobody knows who it’s from.
- One idea only. Don’t try to tell three stories in thirty seconds.
- End with one action. Visit, call, WhatsApp or search.
- Run it long enough. Familiarity grows with repetition.
Finding Your Style
The best advertisements on television don’t try to be everything. They pick one style, one message and one feeling, and do it well. Think about your audience, choose the style that suits your brand’s personality, and keep it simple.
If you’d like to explore which style might suit your business, the team at Avyan is happy to chat. Drop us a message anytime. No hard sell, just a friendly chat about advertisements on television that suit you.