BANGKOK, THAILAND – The 5th of December every year marks a significant day when Thai people take the opportunity to express love and appreciation for their fathers. Naturally, every year, various brands launch campaigns that generate deep inspiration and sentiment.
For this Father’s Day, Samsung Thailand and CHOOJAI & FRIENDS created an unexpected difference by launching a campaign that featured no boasting about any technology but instead became an advertisement that truly “touched the hearts” of the Thai people, creating a widespread wave of emotion and bringing many viewers to tears across social media.
The campaign deeply leverages an understanding of the heavy burden carried by all fathers. The video conveys a visual representation of the exhaustion and despair that occur in their daily lives, which may often be overlooked by the outside world. Yet, fathers willingly endure the hardship and never give up.
The one thing that allows them to continue fighting every day, and the most important thing they need, is none other than encouragement and love from their family.
The commercial employs charming storytelling techniques and filming methods that perfectly blend cinematic technique with emotional depth. Coupled with a moving original song, the ad evokes profound sentiment from viewers without the need for any voiceovers or narration. This led the campaign to receive massive engagement and widespread discussion.
Beyond showing understanding and providing inspiration to both fathers and families, Samsung Thailand also hopes this campaign can serve as a ‘bridge’ and a ‘tool’ for family members to send to their fathers, expressing love, understanding, and heartfelt care on the occasion of National Father’s Day.
CREDITS
Client : Samsung Thailand
Creative Agency : CHOOJAI & FRIENDS
Creative Director : Phairat Uaphadunglert
Associate Creative Director : Chavanon Tantisiriseranee
Art Director : Pongpitch Pongpiriyakarn, Phairat Uaphadunglert
Copywriter : Chavanon Tantisiriseranee, Rojjanun Ronasen
Account Manager : Naruporn Kalayanalarp
Account Director : Oracha Chinsawatpun
Agency Producer : Chainarong Wattanathanaku
Production House : Suneta House
Director : Teerapol Suneta (Ae)
Assistant Director : Kittikhun Jongkraiwut (Best)
Producer : Chanapa Ployarunrung (Jote)
Production Manager: Warawan Laksanarom (Fame)
Cinematographer : Chalongwut Chorruangsak (Joe)
Gaffer : Phongthep Phusawang (Toei)
Art Director : Pornchai Cheeranoon (Aof)
Prop Master : Phiphat Yotcharoenkit (Dodo)
Casting : Narissara Makmane (Por)
Stylist : Puntip Jai-Ngam (Punpun)
Location : Jirawat Santaratchai (Oh)
Editor : Sarawut Kaweethammawong (Lar)
Telecine : Nattacha Khajornkiatsakul (On)
VTR : (Positive4) : Thannawit Jiasuppibul (Mek), Somjaet Jiwkrang (Major)
Sound Mix : (Sound Space) Danai Suthamcharee (Nai)
