Ogilvy Malaysia 2001
Panadol - Income Tax.
Income Tax is a pain. Nobody like filling out those forms, finding those receipts and discovering that you owe the government tons of money.
Every year we need to fill up this forms and declare our taxes.
Millions of Malaysian are required to do their taxes.
Funny enough, every year, millions of Malaysians don't submit their taxes on time.
And they are penalize and are fined.
Each year the government keeps reminding and warning Malaysian to declare their taxes and submit their foms on time.
It's a real hassle and majority of Malaysia wait till the last minute to do their taxes and submit their forms. Including me.
Each year the goverment keep extending the deadline.
It's a real pain
I though it would be a great idea to run a Panadol ad close to the time that all Malaysians are required to do their taxes.
So we ran this ad across all local newpapers. It was suppose to appear a couple of insertions.
The first day it appeared on the Star (local English paper) the Income Tax Bureau and some other government department order us to stop running the ad and we had ro pull out the all the other insertions. They also made us publish an apology in all major newspaper... damn!
We need to run a full page Apology ad across all newpapers.
So i came out with another "bright' idea... Have the letter on a table with a pack of Panadol next to it with 2 tablets missing.
We had to submit the layout/FA of Apology ad to the Goverment Department for their approval.
They didn't see the humour... the ad was rejected.
You win some, you lose some :)
Kancils 2000/01
Merit - Print, Open Category
Merit - Poster
