Different companies use different tactics to advertise their business. Some may add hilariousness to their ads to gain attention from audience; others use unusual events or shocking statements to hold viewers’ interest. However, I found one company that did a good job of getting attention and making its commercial memorable, Thai Life Insurance.
Thai Life Insurance is widely known for using sympathy angle to advertise its products. It highlights the brand identity of "the value in caring for life.” I think it is wise to apply such tactic to commercial because emotional appeal is one of the main motivating factors for people. There are many series of Thai Life Insurance's ads. All of them are touching commercial, which create good conscious mind to society and show the strength of the brand identity of Caring for Life. These ads include Everlasting Love (Grandpa), Marry Me, Peace of Mind, My Son, My Girl, Silence of Love, and Que Sera Sera.
I’ve already watched all Thai Life Insurance ads and my favorite one is Everlasting Love (Grandpa). It is the story about Grandpa Chew who is 86 years old. He wakes up early in the morning preparing the soup pot and carry Chinese Violin on his back. He walks from his home to play the violin on the hill in front of his wife’s tomb. He does this every day for 30 years since he had promised with his wife he’ll do like this for her forever. I think this advertisement leaves a lasting impression. Its target audience can be all Thai people regardless of age, gender, status or occupation. After audience watches this ad, they will start to ask themselves if they take enough care of their beloved ones. Some may consider buying insurance from the company for their families.
I think Thai Life Insurance hopes that the good feeling about the advertisements will stick to their audience's mind. It is successful in presenting the brand identity and generating interest rather than making hard sales. Here is a quote from Youtube comment section: "God dam advertising im not even in thailand and i want thai life insurance!" Check out this website and choose English version at the right corner to know more about the company.
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