Keras Hati

12. Craft Kancils [12.22a BM Copywriting, Content Writing & Scriptwriting: Single]

case board

case film

creative assets

Links:

Product/Service:

All-New SAGA

Client:

PROTON

Brief:

In Malaysian families, a father's love is rarely spoken. It is shown through what he provides. Our fathers seldom say "I love you". They nag, correct and worry instead, and they measure their worth by how well they provide for the family. For Father's Day, Proton asked us to put the All-New SAGA at the centre of a story Malaysian families would recognise as their own. We wanted to go beyond a celebration of fatherhood and show what happens beneath the surface when the roles between father and child start to reverse.

Solution:

In our culture, there is a hidden belief: for a father, providing is a matter of dignity and duty. So to receive can feel like admitting he is no longer capable of shouldering that responsibility. When a grown child gives back, the same gift means two different things. To the child, it is a gesture of love. To the father, it is a sign that he is no longer needed. At the heart of the story, an All-New SAGA becomes an unexpected source of conflict between a father and child. Keras Hati ("hard-hearted") is a Father's Day film about a son who gives his father a Proton Saga, and a father who refuses it. He is not ungrateful. Accepting the car would mean admitting he is no longer the provider, and once pride takes over, even "thank you" becomes hard to say. The film does not end with a speech. It ends with an embrace: the love was always there, simply expressed differently. We made the Proton Saga more than a supporting element. It is the gift, the argument and the test of the relationship, placed at the heart of a story about the divide between two generations

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