Why ‘Sad Family Stories’ Became Malaysia’s Default Digital Storytelling Formula

Whether it’s festive seasons or just advertisement on awareness, Malaysian’s ads are well-known to use sad family story. Whether it’s a single father struggling to look after his kid or a short story about delivery rider who ended up tragically on the road. It’s like everywhere, scroll through Instagram, a random ads on YouTube or Facebook till it become so noticeable. The ending of such stories could be bittersweet, tragic or ended up happily but always have that sad tone the whole time. It just.. why is it so? Does it shows Malaysian are well-known as emotional people? Why such tone so dominant on every ads and is it making an impact?

Emotion Sells, Especially in Malaysia

Brands knew this very well on their Malaysian’s audience. Malaysian respond strongly to emotions, doesn’t matter it’s joy, nostalgic or sad. Somehow a sad family story do draw attention very well, makes viewers pause and watch. Even watched till the end to get to see the ending. This showing digital storytelling is not just showing the products, it’s about making people feel the relativity. It goes deeper into viewer’s memory which at the same time increasing the brand’s recognition.

Family First Culture

Always the central of Malaysian culture is family, Most ads taking into this from parental sacrifice to sibling bonds, it’s resonating with lived experiences so well. Tapping into the emotions of most Malaysian efficiently across social media, videos or even on memes. It fits perfectly when brands taking on sad stories about family that been well-received by everyone. Further into the concept of “people’s first” branding identity.

Talk of The Town

Now this it is, getting viral is the goal. When digital storytelling on sad story done well and managed to get attentions, it could go viral. It generates a lot of sharing, comments and even longer watch time as people keep watching till the end for the ending. Familiarity with such concept makes viewer already knew the plot before it begun but still anticipate to watch the drama unfold or may have some unexpected plot twist. Usually brands won’t go with “product-first” route when having such ads, but they do slip it in during the ending part or somewhere unintentionally.

Safe Template

Behind the scene, sad stories are safe and easy idea to pitch. People rarely get offended by sad stories (unless really dive into that offensive route). Appealing to everyone and feel related which could make the brand more human rather than just promote the brand directly. One example we could see on every festive season is ads by insurance brands, they utilize this concept very well as it so related to their nature of business.

Nostalgia Still Rules

Malaysian values tradition very much (just like how every year it seems like a must to have new year songs!). The same goes for every festivals where every year, everyone are anticipating for “the sad ad”. Such anticipation pressured the brands to come out with such ads which every year could be the same format but different stories (some creative enough to have a series that continues from previous year). It also the time where industries such as telco or banks which usually seen as “cold” also jump on the bandwagon for their sad and emotional ads. Through such brilliant digital storytelling, it transforming them into warm and caring brands.

If it works..

Indeed and yes, if it works, why changing it? Sad family become the default digital storytelling formula (a winning formula too!). Easily capture the audience attention, generate social engagement and reflecting the emotional realities of local life. Even with recent humour or memes start to taking over, becoming new trendsetter, sad stories will still dominate the scene as long as family remains the focal point of Malaysians.