{"id":4712,"date":"2014-04-23T08:30:58","date_gmt":"2014-04-23T15:30:58","guid":{"rendered":"http:\/\/fwdlabs.com\/blog\/?p=4712"},"modified":"2017-10-25T20:52:19","modified_gmt":"2017-10-26T03:52:19","slug":"the-predecessors-to-thai-life-insurances-unsung-hero","status":"publish","type":"post","link":"https:\/\/fwdlabs.com\/blog\/the-predecessors-to-thai-life-insurances-unsung-hero\/","title":{"rendered":"The Predecessors to Thai Life Insurance&#8217;s &#8220;Unsung Hero&#8221;"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/unsung-hero-thai-life-insurance-commercial.jpg\" alt=\"unsung-hero-thai-life-insurance-commercial\" width=\"320\" height=\"240\" class=\"alignright size-full wp-image-4718\" \/><\/p>\n<p>The latest in well-done branded content comes from an unlikely source: Thai Life Insurance. When was the last time you cared to sit through a commercial about life insurance?<\/p>\n<p>&#8220;Unsung Hero&#8221; breaks through. It&#8217;s a 3 minute feel-good story advert that pulls at the heartstrings. The effort is part of a transmedia campaign with daily updates called &#8220;Thai Good Stories,&#8221; which is both the whole gist of this insurance company and also the larger effort of their agency, Ogilvy &#038; Mather Bangkok.<\/p>\n<p>In the first two weeks that &#8220;Unsung Hero&#8221; was online, over 11 million people have seen it via the YouTube release:<\/p>\n<p><iframe loading=\"lazy\" title=\"Unsung Hero | ?????????????? (TLI)\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/uaWA2GbcnJU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>The media likes to tout Ogilvy &#038; Mather as the sole credit, but the director of the ad is &#8220;Tor&#8221; Sornsrivichai, who recently won a Cannes Lions International Advertising Festival Palme d&#8217;Or. His company was also <a href=\"http:\/\/www.agency.asia\/issue-04\/135-interviews\/302-phenomena-thanonchai-tor-sornsrivichai.html\">cited<\/a> as the most awarded production house in the world &#8212; and Tor as &#8220;the most awarded director in the world&#8221; &#8212; according to <a href=\"http:\/\/www.gunnreport.com\/\">The Gunn Report<\/a>. Here is the breakdown, thanks in part to Jonathan Nguyen [link no longer works], who works at Ogilvy:<\/p>\n<blockquote><p>Production House: <a href=\"http:\/\/www.pheno.com\/\">Phenomena<\/a><br \/>\nChief Creative Officer: Korn Tepintarapiraksa<br \/>\nFilm Director: Thanonchai &#8220;Tor&#8221; Sornsriwichai<br \/>\nSenior Copywriter: Rudee Surapongraktrakool<br \/>\nManaging Director: Phawit Chitrakorn<br \/>\nGroup Communications Director: Thitima Liangpanich<br \/>\nCommunications Manager: Pranpreeya Arunjindatrakul<br \/>\nCommunications Manager: Morrakot Rieanthong<br \/>\nHead of Strategic Planning Unit: Vanich Jirasuwankij<br \/>\nStrategic Planning Director: Nuntaporn Laoruangroj<br \/>\nStrategic Planner: Chanya Sutthienkul<br \/>\nProducer Section Manager: Yuthapong Varanukrohchoke<\/p><\/blockquote>\n<p>Browsing through Thai Life Insurance&#8217;s <a href=\"http:\/\/www.youtube.com\/user\/thailifechannel\/\">YouTube channel<\/a> &#8212; which has a hefty fifteen thousand subscribers &#8212; there are actually many other videos just like &#8220;Unsung Hero&#8221; done in recent past. Take this one from last year:<\/p>\n<p><iframe loading=\"lazy\" title=\"Silence of love | ?????????????? (TLI) English Subtitle\" width=\"640\" height=\"480\" src=\"https:\/\/www.youtube.com\/embed\/qZMX6H6YY1M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>3 million views in English. 2 million views in Thai. And the same agency of record: Ogilvy &#038; Mather Bangkok.<\/p>\n<p>There&#8217;s many more of these sorts of story videos, going consistently all the way back to 2003 &#8230; yet they were all uploaded on their YouTube channel in the last month. Here&#8217;s a link to  <a href=\"http:\/\/www.youtube.com\/user\/thailifechannel\/videos?flow=grid&#038;view=0&#038;sort=p\">easily view them within YouTube<\/a> and here&#8217;s one called &#8220;Everlasting Love&#8221; from 2004:<\/p>\n<p><iframe loading=\"lazy\" title=\"&quot;Everlasting Love&quot;  [ 2004 Official TVC : Thai Life Insurance] English Version\" width=\"640\" height=\"480\" src=\"https:\/\/www.youtube.com\/embed\/Fgvsqg9qTNs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>With numbers and strategies like this, why aren&#8217;t there more story-driven ads for less than glamorous industries?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The latest in well-done branded content comes from an unlikely source: Thai Life Insurance. When was the last time you cared to sit through a commercial about life insurance? &#8220;Unsung Hero&#8221; breaks through. It&#8217;s a 3 minute feel-good story advert that pulls at the heartstrings. The effort is part of a transmedia campaign with daily [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-4712","post","type-post","status-publish","format-standard","hentry","category-film"],"_links":{"self":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/4712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/comments?post=4712"}],"version-history":[{"count":2,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/4712\/revisions"}],"predecessor-version":[{"id":6764,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/4712\/revisions\/6764"}],"wp:attachment":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/media?parent=4712"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/categories?post=4712"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/tags?post=4712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}