It’s the maudlin season again, gong xi fa cai!

Is it just me or is it the case with everyone or most people? Every time a festive season comes around, a series of tear-jerking videos would make the rounds aimed right at the place where you start to cry!

It can be Chinese New Year, Hari Raya Aidilfitri, Deepavali, Christmas etc, etc, when the videos surface and are widely circulated so it is difficult to miss them. You’d be listening to something else online, only to be intermittently interrupted by a number of these videos and you can’t but help listen to them unless you heartlessly resist the urge and click on skip!

They tug at your heart and you continue watching them. Then, uncontrollably tears well up in your eyes, you try to stifle a sniffle, clear a phlegmy throat and before you know it tears are streaming down your face!

It happens not once or twice but all the time! Goodness! The family theme of coming around when you are alone just grabs me — or my heart! My reaction is immediate and irrational! I can’t quite understand it. I don’t even cry at funerals! But these videos by some of the leading companies in the country which pay a tidy sum to produce a well-crafted message of family coming around to look out for you or keep you company when you are alone seem to hit home. Perhaps, it is a message many can relate with.

Family ties are part and parcel of our culture and, perhaps, we are an extremely sentimental lot! And the companies know it! They capitalise on these qualities to keep their brand names in the public mind. They are succeeding. Petronas and MAS’ videos are hugely popular and at every festive season, they are awaited with eager anticipation!

Through the tears, they create a wave of well-being, befitting the season! But, I’ve had enough of tears. I hope they switch to something funny next time. I want to laugh not cry!

Have a good long break, drive safe and a very Happy Chinese New Year to all!

 

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