The country you visit, the advertisement you find! Advertisement, as everybody knows, is a boundless source of reflections and mirror of a society. The Thai Life Insurance created a series of advertising spots based on sound values like solidarity and less material concept of life.
Thai Life Insurance is currently one of the most brilliant advertisers on the Asian market. The brand created advertising spots which are famous for being heart-wrenching, starred with actors mostly found on the streets of Bangkok. Their spots might seem tearful and melodramatic to a Western audience. Considering how Western countries celebrate aesthetics, material aspects of the world and gender roles, with Thai Life Insurance the story is completely different. The core values of Thai Life Insurance are reality, life, humanity and emotions. People’s lives cannot be considered as superficial realities to be played around with.
According to the above mentioned core values, the brand wants to point out that even in the most desperate situations life can still give opportunities for people to solve their problems and make their life happy. In a long term perspective the strategy of the Thai Life Insurance is successful and skillfully planned. Being at the top of the repertoire is the main aim of the brand, especially when time comes to consider the life insurance as a must. Would you prefer an anonymous life insurance company instead of the Thai Life Insurance? Personally I wouldn’t , considering the deep understanding of real life showed by this creative and successful brand.
The advertising spot “Unsung Hero” is the perfect sample of the Thai Life Insurance’s successful strategy. Here are its records: 17,000,000 views from 232 countries; 18,000,000 engagements; it is the ninth most shared viral video in the world.
The hero of the advertisement is a common man, starting a new day. While he walks he helps anyone who is in trouble, even a lonely dog seeking for food. A child who is forced to beg in the street for education, an old woman receives a bunch of bananas, a plant receives water to grow up. The spot says “What does he get in return for doing this every day?” The answer is ” He gets nothing […]what he does receive are emotions. He witnesses happiness[…] feels the love, receives what money can’t buy”.
This is the value of real life, helping people and make them happy like the child who finally can go to school. Life is like the dried plant which turns itself – at the end of the spot- into an healthy and blooming green plant. The secret of the Thai Life Insurance advertisements is to emotionally engage the audiences by showing them contexts of universal insight, that all the people in the world can empathize and appreciate.
Creative Cosmopolitan 