The ads, created by Creative Juice/G1, mark the company's television debut. ECD Thirasak Tanapatanakul said: "In focus groups we found that consumers have very negative attitudes toward life assurance agents. We needed to change that perception."
"Our client found a guy in the street dressed as a bee, selling drinks. He had great sales skills, so our client asked if he would work for him as a Bangkok Life Assurance agent. The bee guy replied: 'You must be joking. Life assurance agents are low-lifes.' Bingo, we had our idea. The lowest form of life on earth - the humble cockroach -would be our hero."
The commercials end with the line: 'See insurance through different eyes. Bangkok Life Assurance.' The first episode in the series broke in early January, and final part will run from 1 February.
The ads were art directed by Jon Chalermwong and written by Prangthip Praditpong.
The Bangkok Life Assurance account was handed to Creative Juice/G1 on the back of a rebranding campaign the agency created for Bangkok Insurance.
Bangkok Life Assurance, which spends US$3 million annually on advertising, is Thailand's fifth-largest life insurer, with six per cent of the market and 60 branches nationwide.