HARI Raya commercials are capturing the poignancy of Malaysians unable to return to their kampung during the movement-control order (MCO).

In the “new normal”, producers and directors came up with advertisements without shooting on set and without being able to guide the acting crew hands on.

Some had to learn new skill sets to direct and shoot virtually, while others quickly learned that they will have to adapt swiftly, forced by changes brought about by the Covid-19 pandemic.

Nadiah Hamzah, director of the Ke Sana Ke Sini Raya advertisement by Vivo Malaysia, told The Malaysian Insight that she shot the commercial remotely through Zoom, a video-conferencing platform.

“There was a lot of trial and error that went into the process, from figuring out the right equipment, props and instructions to despatch to the talents to learning how to direct remotely, relying entirely on Zoom.”

Nadiah said a set up that would have taken less than half an hour on a regular film set took three to four times longer when it was done virtually.

“I underestimated that, and also did not expect a virtual production to be so mentally exhausting either.

“Nobody left their homes, we despatched everything (props, lighting kits, and even a smoke machine) through Grab and Lalamove,” Nadiah said.

In the behind-the-scenes YouTube video of #RayaStyleLain commercial shoot, it showed how Nadiah would direct the actors through Zoom.

She also guides the actors on how to set up their cameras on Zoom.

The two-minute #RayaStyleLain commercial video features a grandmother helping her children and grandchildren prepare for Hari Raya through video calls.

The video sees a family reminiscing about memories of chaos and joy during past Hari Raya celebrations, where each family member is under great pressure to comply with the high standards of the matriarch.

It invokes the traditional values of familial togetherness and collective effort preparing necessary items, as well as tasty food during Hari Raya.

The story, however, ends differently this time by showing how Hari Raya can equally be celebrated differently, from a distance, without diluting any of its atmosphere and spirit.

Experimental works

Apart from this commercial, there have also been other experimental creative works, such as Antara Dua Jendela by Petronas, Hikmah by RHB Bank Berhad and Syawal 2020 by Telekom Malaysia.

In its Antara Dua Jendela commercial, Petronas reveals an animated advertisement which shows how times of adversity may bring the best out of people, represented by two bickering elderly neighbours in a kampung.

The two characters manage to bury the hatchet as they realise that they could not celebrate this year’s Hari Raya with their family.

In the end, both are able to have a special moment with their loved ones through the help of technology.

Telekom Malaysia’s commercial focuses on the sacrifices of front-liners combating Covid-19, such as health workers and security personnel.

Through images and videos of front-liners on duty, the TM advertisement reminds us that there are many forms of sacrifices made during Hari Raya.

TM also highlights that apart from the joy of being together, the donning of new clothes, or the preparation of delicious dishes, Hari Raya also manifests forgiveness, the true sacrifice, patience, and faith in new ways.

Despite the geographical distance, bonds between parents, children, and siblings can grow even stronger during the extended movement-control order (EMCO) period through the aid of technology.

Although this Hari Raya is clearly unlike previous ones, such as small-scale prayers at home and interaction through technology, its true significance remains unchanged for all who are celebrating it, the advertisement shows.

Similarly, RHB Bank’s advertisement emphasises the changing tradition during this year’s Hari Raya.

The commercial begins by showing the deserted streets of Kuala Lumpur and unoccupied seats on public transport.

The RHB advertisement focuses on the new normal that needs to be embraced, such as the emergence of home cooks among the youth, and Aidilfitri prayers at home.

While all of the Raya commercials have their creative touch, they also highlight the importance of social media and staying connected.

And while it may be too early to tell, Nadiah believes that one blessing of the MCO period is that it forces producers and directors to change the way they do things.

Nadiah also believes that other filmmakers like her are forced to adapt quickly under the pandemic and this may change the film industry permanently.

“Most ad agencies have already begun to adapt and change their ideas accordingly, as you can see, the newly released Raya ads that have been created by user-generated images to stock footage, going full animation and as contradictory this may sound, a first audio film even,” Nadiah said.

“But at this point, I think it’s really about pushing the boundaries with creativity and execution to still produce engaging work.

“Going back to the Vivo project – that’s what we strived to achieve – how do we stand out from all these Covid-19 ads that were looking so similar in tone and manner? By making it appear as complete and as polished as possible.

“It’s difficult, but not impossible,” Nadiah said.

All film and TV productions skidded to a halt when the government implemented the MCO in March to prevent the spread of Covid-19.

However, the government has given the green light for the filming industry to resume activities after Hari Raya Aidilfitri, albeit with conditions imposed. – May 23, 2020.