ITEM PAGE

INTRODUCTION 1

THE CREATIVITY OF DIGI’S WIDEST

COVERAGE, ALWAYS WITH YOU 1-4
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CONCLUSION 4

APPENDIX 5

REFERENCE 6

SOFT COPY OF THE VIDEO BACK COVER

INTRODUCTION

This TV commercial is made by DiGi as a telecommunications company. DiGi is

one of the mobile service providers in Malaysia that spans out to other Asia Pacific
countries. DiGi telecommunication commercial is very famous in current television
advertisement in Malaysia which is using yellow man as a mascot and a theme song from
Ricky Nelson called „I Will Follow You‟. To describe the creativity are using in DiGi
telecommunication commercial I choose one of the advertisement which is DiGi‟s widest
coverage, always with you. The commercial runs for 41 seconds in total.

THE CREATIVITY OF DIGI’S WIDEST COVERAGE, ALWAYS WITH YOU

ADVERTISEMENT

First impression is best impression

In this DiGi telecommunication commercial advertisement, first they show town area
with high buildings. Then they show yellow man who are following the every people
in that town area. So, from the beginning of the advertisement, the people who are
watching this advertisement will ask himself about who are the yellow man with
yellow suit was following every people like as a crazy man. After that the director of
this advertisement shoots the video on the people who are using hand phone. So,
indirectly the people understand that the yellow man is represents of DiGi line with the
theme song „I will follow you‟. As a result, the DiGi telecommunication commercial
advertisement attracts the people by fist impression with the expression of the yellow
man.

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 Using yellow man as a mascot of DiGi telecommunication

The DiGi yellow man as a mascot not only shows the brand itself, but also its part of
the brand that people actually remembers well. DiGi telecommunication came up with
this brilliant idea of having a man in yellow suit following every users of DiGi. In
other words, the yellow man actually represents of DiGi‟s line. The yellow man also
attractive with the yellow suit and attract the people with his comedy action especially
children group.

Using suitable theme song as background music.

The DiGi theme song „I Will Follow You‟ is most suitable as background song for the
yellow man action. With the idea of a Yellow Man mascot of DiGi telecommunication
following every DiGi users, the next thing most people would think wo uld be a song
about “following” someone. These theme songs always make all the people remember
to DiGi telecommunication and attract the people by this theme song.

Using perfect slogan

DiGi telecommunication used perfect slogan in this commercial advertisement such as

“Always the smarter choice” and “time to change”. A slogan if uses the right wordings
can actually be make people remembers. After all, a successful brand needs people to
remember the brand. In this part, DiGi‟s slogan is “Always the smarter choice”. The
“time to change” slogan make the people always think about to changing their hand
phone line when they always sing „I will follow you‟ song because this song attract the
people by wording are using in this song besides a wonderful background music.

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 multiple locations

In this DiGi telecommunication commercial advertisement, the director of this

advertisement was using multiple locations to show that DiGi line coverage is really
widest coverage. The director used multiple locations such as town area, mountain
area, on the ship, in the lift and also at forest area. Indirectly the director shows this
DiGi line is suitable for every people in this world even to the man who are living in
forest as a living place for him. The director also used yellow man who are represent
for DiGi line, seconds to seconds of advertisement the quantity of yellow man was
increase and finally the director finish his advertisement idea at beginning of the story
which is at the town area with many yellow man following the people. Its show us
DiGi line is perfect line and the coverage is always available to user.

Multi national unity

In this DiGi commercial advertisement, the director was showed that the Malaysia
country is one of the multi racial countries in the world and the people in Malaysia are
living with very peaceful. Another factor is the director also showed that the
Malaysian people like to live together each other although different races. In another
word, director showed that the Malaysian living in multi national unity under the
concept of one Malaysia.

Right needs to right person in right time

A right need to right person in right time is on of the important policy of business or
technique of business. In this advertisement, the director was showed with clearly that
the Malaysia country is one of the Asian countries who were developed with faster and
the Malaysian people must have DiGi line for their hand phone for contact each other.
From here we can conclude that the director find out the right person (Malaysian
people) in right time which is now the Malaysia country were grow with faster in
many fields and right needs which is people need communicate each other to make

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 them easy to do any work. So, the concept of business which is right needs to right
person in right time was used very well by director.

CONCLUSION

In conclusion I‟m saying by, The DiGi telecommunication commercial video is very
funny with the action and faces expression by yellow man as mascot of DiGi
telecommunication besides with a suitable theme song from Ricky Nelson which is „I will
follow you‟ also make people always remember the DiGi line. The DiGi‟s slogans such as
“Always the smarter choice” and “time to change” is keywords fro m DiGi
telecommunication because as a human being the people always want to try which is best
and smart for them. So, here have most advantage to DiGi telecommunication to attract
the people by slogans.

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APPENDIX

The beginning of the The yellow man

story, the director was represent of DiGi line
showed town that was following every
environme nt people.

The yellow man, who are following everyone in our country s how that Malaysia
is a multi racial country. These situations also showed that Malaysia is a unity
county with multi racial people.

The director also used that quantity of yellow man is represent of DiGi’s widest
coverage. In ending of the story, the quantity of yellow man was increased.

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REFERENCE :

On-line reference:

Camlin Ltd India. (2009). Writing instruments suppliers, writing instruments

manufacturer, Indian writing instruments manufacturers, exporters. Retrieved
January 18, 2009 from http://camlin.tradeindia.com/

Watch Camlin permanent marker TV commercial. Retrieved January 18, 2009

from http://www.youtube.com/watch?v=6uxq2d8uBIk.

http://www.digi.com.my

http://www.digi.com.my/aboutdigi/index.do

http://www.digi.com.my/downloads/downloads/downloads.do?keyword=&bySear
ch=true&searchItemType=WPCL

Off- line reference:

Ceserani, J.,Greatwood, P.(1995). Innovation & creativity. London