Sekejap
12. Craft Kancils [12.22a BM Copywriting, Content Writing & Scriptwriting: Single]
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Links:
Product/Service:
Eye care
Client:
FOCUS POINT
Brief:
Create a Hari Raya film that reminds Malaysians to be truly present with the people they love, and brings FOCUS POINT’s belief, See What Matters Most, to life.
Solution:
Malaysians say “sekejap” dozens of times a day. Just a moment. It is how children answer their parents: on the phone, at the door, mid-scroll. Each one sounds harmless. Added up, they become years of parents waiting.
So the entire script was built on that one word.
In the first half, “sekejap” is a promise to come later. “Kejap lagi sampai.” “Kejap ya.” “Jap. Helo.” A voice-over echoes each one and names what is being put off: arriving, helping, gathering. Viewers hear their own voice before they realise it is an ad.
Then the film stops on the same word, said for the first time as a command: “Sekejap. Kini tiba masanya kita berhenti sejenak.” The word of delay becomes the word of presence. Sekejap turns into sejenak: the same moment, with the opposite intention.
The closing line, “lepaskan semua yang sementara, dan hayati apa yang benar-benar penting”, is See What Matters Most spoken in the language of Raya. No product, no lens. Just a family, finally in the same room for Raya celebration.
