Rice Bowl Family Values

(**People of a emotional disposition may want to look away.**)

“Chinese New Year is always a time for reunion. Whatever differences we may have as a family, there’s always a way to overcome them. So let’s come together as one family during reunion dinner. After all, family is forever.”

From Malaysian rice provider Bernas via Ogilvy & Mather, This Chinese New Year-themed spot, which fits bowls of rice into its story line, packs more punch than most of the bikini- and effects-driven Super Bowl commercials that have been teased so far. What do you think of the ad’s message?