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Emotional Thailand

The emotive storytelling expertise of Thailand’s Advertising Industry is unrivaled. Their short films that tug at viewers’ heartstrings have become a lauded hallmark of their famed advertising and commercial film making.

Thai Life Insurance

The company has employed heart-wrenchingly emotive commercials for over three decades to get their story across and is undoubtedly one of the most consistently effective television advertisers in Asia.

In an interview with Mumbrella Asia*, Phawit Chitrakorn, managing director of Thai Life Insurance’s advertising agency Ogilvy & Mather Bangkok explained their creative philosophy;

“Our aim is for people to appreciate the ‘Value of Life’, which is a core value of the brand. What people should takeaway is that Thai Life Insurance truly and deeply understands the value of life”.

“We try to never embellish or be overly melodramatic. We want to keep it real as much as possible. This comes from our belief that a person’s life isn’t something to be played around with”.

“What we try to do is find a touching human story that we all believe can happen to anyone. Our neighbour, friends or even family. When we achieve this, life insurance companies begin to have meaning in our lives”.

Universal Insight

Phawit Chitrakorn goes on the explain what makes Thailand one of the world’s most creative countries for advertising. “Good Thai work is real and emotionally honest; something that has a universal insight that people around the world understand and appreciate”.

(* Mumbrella Asia. Marketing and Media Industry News Website)

1. Thai Life Insurance, Unsung Hero

Advertising Agency: Ogilvy & Mather, Bangkok

Tor Sornsrivichai is a master of emotional advertising and one of the most awarded directors of commercials in the world.

‘Unsung Hero’ motivated over 17,000,000 views from 232 countries within four weeks of being launched and is the world’s ninth most shared viral video to date.

2. Thai Life Insurance, Garbage Man

Advertising Agency: Ogilvy & Mather, Bangkok

Skillfuly directed by Nattawut Poonpiriya, he creates an amazingly intimate viewer connection to this human story. The mood and tonal use of natural light and superb editing of emotive close-ups elevates his storytelling to a fine art.

The commercial generated 1.6 million views in its first week of being broadcast.

3. Thai Life Insurance, The Silence of Love

Advertising Agency: Ogilvy & Mather, Bangkok

Directed by Thanonchai Sornsriwichai with great sensitivity, human insight and emotive drama, the commercial had a global impact. Six years later it is still being viewed and commended upon, a remarkable achievement and a fitting testimony to the universal agelessness of human truths.