As we’ve seen time and time again, the most successful advertisements tell a story and entertain us as – disguising that they’re selling a product or service. Thai Life Insurance must have known this when they created their newest commercial because ads don’t get any more story-like than this one.
The video consists of a Thai man going about his everyday life. He sees an old woman struggling with her cart, a stray dog begging for food, and a homeless mother and child. What sets him apart from the rest of the crowd is his kind reaction to these occurrences. He helps the woman with her cart, gives the dog part of his lunch, and generously offers the mother-daughter combo the contents of his wallet. Strangers looking on shake their heads, but the man continues to do the acts of kindness anyway.
At the end of video, it is revealed that his do-good attitude has lasting effects. The woman with the cart becomes his friend, the dog follows him home, and he gives enough money to the mother that the daughter could go to school. The voice-over (or English subtitles for those of us who don’t speak Thai) tells us that although this man won’t get fame or fortune, he will get emotions. The end of the video challenges the viewer to think about what they value in life.
This ad is interesting because it uses happiness, not fear, to convince viewers of Thai Life Insurance’s trustworthiness. After all, which company do you want to give thousands of dollars to? The one that scares you into needing them or the one that believes good deeds make the world go round? The second one sounds more appealing to me.
From a theoretical perspective, this ad is heavy on ethos or emotional appeal. Most insurance ads are, but this one breaks the mold because it is positive. The feelings the viewer experience is happiness, inspiration, and love. If we believe the emotions generated from ads transfer to how we feel about the brand, this one tops the charts. Too bad we don’t live in Thailand, or they would have at least one more customer.
– Christine Schulze