Creative agency Imaginary Friends Malaysia and Directors Think Tank have created a two-video campaign for TikTok Shop’s Jimat Gila promotion built around the premise that a steep discount renders everything else invisible.
The campaign takes the concept of an unmissable deal to a surreal extreme, depicting genuinely alarming events being ignored in favor of a 70% discount.
“We often overcomplicate the setup,” said Adam Chan, Imaginary Friends Malaysia.
“People love a good discount. Sometimes a little too much. So we leaned into that. By taking the ‘unmissable deal’ trope to a surreal extreme – where genuinely alarming events are ignored in favour of a 70% discount – the campaign feels like an outlier in the e-commerce wars.”
The two films were directed by Rajay Singh and Sling Ng of Directors Think Tank.
“The challenge for this series was balancing surrealism with the human story,” said Singh.
“It’s about knowing when to stop. If you go too far, you fly over people’s heads. If you don’t go far enough, the gag falls flat. We went through so many iterations to keep the humanity and comedy of the spots intact… even as heads were rolling.”
Credits
Client: TikTok Shop Malaysia
Marketing Lead: Irene Foo
Brand Marketing Specialist: Chan Siew Yee, Stanleigh Jenkins Pingguan
Agency: Imaginary Friends Malaysia
Creatives: Adam Chan, Siok Yee, Chee Hao Yu, Alice Tan, Ayusafira
General Manager: Joleyn Chin
Brand Manager: Phui Shan Kwok
Strategist: Sabrina Jamaludin
Production House: Directors Think Tank
Director: Rajay Singh, Sling Ng
Executive Producer: Heng Tek Nam
Producer: Shu Ying
DOP: Julian Oh
Focus Puller: Amirul Syazly
2nd Assist: Fizzy
Qtake: Samuel Yeap
Audio: Ariff Jalil
Gaffer: Along
B Boy: Sham, Wan
K Grip: Ahmad Eddy
Tankquip Tech: Arman
Equipment Support: Tankquip
Editor: Affandi
Post House: Tank 3 Asia
