Another year, another showing of ads by corporate companies in celebrating our independence.
Last year, we ranked many advertisements for Merdeka, and this year, we at BusinessToday are continuing the spirit by ranking the latest advertisements released for the 69th Merdeka celebrations.
From stories about unity and integrity to heritage, AI, entrepreneurship and the everyday things that make Malaysia uniquely Malaysian, this year’s campaigns have taken different approaches to capturing the spirit of Merdeka.
So, let’s kick-start this year’s ranking and see which advertisements stood out the most.
1. BHPetrol: Saya Taula
Taking the top spot this year is BHPetrol’s Saya Taula, which tells the Malaysian story from the perspective of a foreign worker.
Instead of having Malaysians explain what makes the country special, the campaign takes an outsider’s view of the everyday interactions, humour, food culture and kindness that Malaysians may sometimes take for granted.
The approach is simple but refreshing, particularly because it avoids the usual heavy-handed Merdeka formula.
The campaign shows that Malaysia’s identity can often be found in ordinary moments, from small acts of kindness to multilingual conversations and the way people from different backgrounds interact with one another.
It is this fresh perspective that makes Saya Taula stand out from the crowd.
2. PETRONAS: Jangan Kau Kata
PETRONAS once again brings an emotional message to its Merdeka campaign with Jangan Kau Kata.
The film encourages Malaysians to look beyond assumptions and stereotypes and recognise the kindness and goodwill that exist across generations, cultures and communities.
Its message feels particularly relevant at a time when social media can easily amplify differences.
Rather than presenting unity as simply putting Malaysians from different backgrounds together, the campaign focuses on empathy and understanding, reminding viewers that differences do not necessarily have to divide us.
3. Indah Water Konsortium: Tin Sardin
Indah Water Konsortium’s Tin Sardin takes a more historical approach, drawing inspiration from the true story of from the family whose their family leader, a policeman who died during a 1970 skirmish with communist insurgents in Kampung Tawas, Perak.
The film uses personal sacrifice to explore integrity, honesty and moral courage.
Rather than relying purely on nostalgia, the campaign connects its historical story to values that remain relevant today, particularly the importance of keeping one’s word and standing by one’s principles.
It gives this year’s Merdeka campaigns a strong connection to Malaysia’s past while keeping its message relevant to the present.
4. CelcomDigi: Nadi Inspirasi Kami
CelcomDigi’s Nadi Inspirasi Kami focuses on the people and relationships that make up Malaysia.
Rather than relying solely on national landmarks and grand imagery, the campaign looks at everyday connections, empathy and the interactions that shape Malaysian society.
The message is straightforward: Malaysia is not simply a country represented by a flag or a national celebration. It is made up of millions of people and the relationships they build every day.
For a telecommunications company, the theme of connection also fits naturally with the brand without making the campaign feel overly promotional.
5. AmBank Group: Generasi Malaysia
AmBank takes a more contemporary route with Generasi Malaysia, using artificial intelligence to explore what makes Malaysian identity authentic.
The campaign asks whether AI can truly understand what it means to be Malaysian, before contrasting technology-generated representations with genuine local experiences, people and culture.
It is a timely concept, particularly as generative AI becomes increasingly embedded in everyday life.
The campaign’s central message is that while technology may be able to recreate images, sounds and language, the lived experience of being Malaysian remains something deeply human.
6. Bank Simpanan Nasional: Cerita Mereka, Jiwa Malaysia
BSN’s Cerita Mereka, Jiwa Malaysia connects Merdeka with entrepreneurship, education and heritage.
The campaign highlights vocational students in Shah Alam producing batik cup warmers, alongside entrepreneurs and businesses supported through the bank’s ecosystem.
Rather than looking only backwards at Malaysia’s independence, the campaign presents nation-building as something that continues through education, skills development and entrepreneurship.
The inclusion of batik also gives the campaign a strong cultural element while highlighting the role of Malaysians in building their own livelihoods.
7. Farm Fresh: Orang Kita
Farm Fresh takes a lighter approach with Orang Kita, using humour to highlight familiar Malaysian behaviours during the Merdeka season.
The campaign features different types of Malaysians, from those who get overly excited about Merdeka celebrations to those who are less enthusiastic but still end up joining in.
Its strength is its familiarity.
Rather than attempting to create a grand patriotic story, Orang Kita captures the sometimes noisy, humorous and chaotic way Malaysians celebrate together.
It is simple, relatable and unmistakably local.
8. Lotus’s Malaysia: Cuba Dulu, Ceria Selalu
Lotus’s Malaysia turns to one of the easiest ways to bring Malaysians together: food.
Cuba Dulu, Ceria Selalu celebrates Malaysian flavours and the willingness to try, share and enjoy local food, tying into the retailer’s wider efforts to promote local products.
The campaign may not carry the emotional weight of some of the higher-ranked films, but its familiarity makes it accessible.
Food remains one of Malaysia’s strongest common languages, making it a natural vehicle for a Merdeka message.
What stood out this year?
Ultimately, there is no single formula for a good Merdeka advertisement.
Some make us emotional. Some make us laugh. Some remind us of our history, while others simply remind us of the little things we do every day without thinking twice.
But when an advertisement manages to capture even a small part of what makes Malaysia feel like home, it has already done its job.
This is an editorial ranking by BusinessToday based on storytelling, originality, emotional impact, cultural relevance and how effectively each campaign captures contemporary Malaysian life. It is not based on advertising spend, views, commercial performance or official awards.
