Director’s Think Tank unleashes the comedic side of an everyday pantry staple for Merdeka LHS

Most people would often overlook regular kitchen towels as a nondescript, basic commodity. However just as shoppers are making sure their homes are well prepared with the necessary kitchen essentials, Malaysian-based production company Director’s Think Tank (DTT) entertains with the comedic side of Vinda Wet and Dry Kitchen Towels.

A mini-series of four silly, quirky, and irreverent spots, “I Lap You” was directed by Hyrul Anuar, who joined the DTT’s roster of directors last year. The series title is a Manglish word play on the romantic storyline “I love you” and the product role of “I wipe you”. The storyline wittingly correlates the product’s proposition of being not easily torn, safe, and absorbent to a dramatic romantic comedy with the product personified as the hero Mr V.

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“Who said kitchen towels have to be boring? It is great to be able to transform a product that most people see as being quite baisc. I wanted to create a distinctive personality to the brand through humour and wit. I’m proud to be able to show this side of the Vinda brand,” said Hyrul Anuar, director at DTT.

Huang Ean Hwa, Founder & Chief Creative Officer of Merdeka LHS said, “Creating talkability about kitchen towels, that’s the ultimate challenge. When our team first conceptualised the script, we knew didn’t want to create another standard homecare product ad. We were thrilled the client supported our quirky idea and we knew that Hyrul’s unique comedic style is what would bring the story to life especially during these challenging times when people want to be entertained.”

The first installment of the series, Dosa Cinta Malam, was released earlier in March and has already garnered 1.09 million views. The remainding three episodes will be released soon.