Three amazing Thai advertisements, I was completely convinced after watching them

What is the most important thing about Thai advertisements that attract attention? Tears.

You will find that Thai advertisements now basically fall into two categories, either so funny that you laugh until you cry, or so sentimental that you are moved to tears.

Let’s talk about the funny route today. To sum it up in three words: nonsense .

In this regard, Thai advertising professionals have learned a lot from Stephen Chow. Sometimes it is even difficult to closely connect the jokes with the selling points that the advertisement wants to express. But it doesn’t matter, you laughed until tears came out, and with the logo at the end, it was a success.

When talking about creativity, Korn, Chief Creative Director of Ogilvy & Mather Thailand, said: Why is Thai creativity becoming more and more popular around the world? Because Thai people can overcome the adversities of reality with humor, and go from inferiority and self-mockery to a positive outlook.

Let me give you a few examples.

A woman with a graceful figure appears in the camera

Her name is Mianmian

She said it was because of a person named Sure

Sure's mask is gradually being unveiled

Who finally won this “grease tug-of-war”?

See for yourself!

Facing the temptation of "ice cream" from friends

I stared at the astronomical telescope worth 2500 baht and started

You guys can see for yourself, I didn’t guess the ending anyway.

[Spreading hands]

Just go to an environment where everyone is the same as you!

We are not born for anyone, we only live for ourselves.

Thai advertisements often take a different approach, going to extremes, and are unique in the field through exaggeration and tear-jerking techniques. In my opinion, there are five factors that are key to successful advertising in Thailand:

One is the dramatic script design. The jokes are very obvious, the actors' expressions are exaggerated, and there is no profound truth to the story, it's completely nonsensical. The principle of implementation is that as long as the audience laughs/cries, we have succeeded. Moreover, they pay great attention to ups and downs and are good at laying the groundwork, leading to climaxes through twists and turns, and finally pointing out the connection with the product, striving to be unexpected and not let the audience guess the result.

The second is national cultural tradition. Thailand is a Buddhist country. It seems extremely illogical that such a weird advertising culture would appear in a seemingly conservative country, but it is not. The Buddhist understanding allows advertisers to freely discuss serious topics such as life and death, and the comfort brought by long-term peaceful life has also made this country want to create more laughs in ordinary life.

The third is the customer's tolerance and understanding. Not to mention in China, this kind of nonsensical advertising would also be difficult to pass the test of advertisers in the open and free Europe and the United States. After all, advertisers focus on product appeal, and the ultimate goal of advertising is to increase sales. Such a nonsensical connection may not necessarily be affirmed. Thai advertisers seem to be more open and tolerant, leaving advertisers with a lot of room to express themselves freely, which is extremely important.

The fourth is the popularization route. According to the survey, 85.25% of Thai commercials use ordinary people, only 3.12% use celebrities and well-known figures in society, and the rest use animals, plants, or unrealistic mythological or science fiction characters as the protagonists. The popular approach makes Thai advertisements closer to the audience's lives, easier to resonate with everyone, and create a more down-to-earth feeling.

Fifth, the integration of Western culture. Thailand has long been deeply influenced by Western culture. Western advertising companies have been in Thailand since the 1940s and dominate the market. Well-known 4A companies such as Ogilvy & Mather, McCann Erickson, Dantsu, Young & Rubicam, etc. have introduced the most advanced technology and the most innovative advertising concepts to Thailand. These achievements of Western civilization have produced unexpected effects when combined with Thai local culture.