MC2 "Screwdriver"

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  • British Design & Art Direction
    2004: Book Status - Television & Cinema Advertising Non-English Language
  • Asia Pacific Advertising Festival
    2004: Silver - Transport, Travel & Tourism, Entertainment & Leisure
Client: Sledgehammer Communications (Malaysia)
Agency: Ogilvy & Mather Kuala Lumpur, Malaysia

The story is set in the home of a Malaysian-Indian elite family during their weekday house cleaning. The husband is on the ladder repairing an air-conditioner, whilst the wife is busy supporting the ladder. The screwdriver accidentally dropped and the wife kindly picks it up but hesitated to pass it up to her husband.

After a while of a typical "sitcom" family drama, we realised that she can't lift up her armpits due to the Malaysian Censorship.