Ad Nut
Apr 7, 2016

Ocean Life Insurance reassures families with coward father

From Thailand: "Coward Father" for Ocean Life Insurance by GREYnJ United

Ocean Life Insurance reassures families with coward father

ผู้ชายธรรมดาคนหนึ่ง ที่ไม่นึกฝันว่าจะมีอะไรที่ทำให้เค้ารู้สึกเปลี่ยนแปลงชีวิตไปได้มากขนาดนี้ จนวันหนึ่งที่ได้สัมผัสและค้นพบความหมายที่แท้จริงและยิ่งใหญ่ของคำว่า "พ่อ"#รักชนะทุกความกลัว

Posted by Ocean Life-ไทยสมุทร on Thursday, February 25, 2016

Ad Nut likes the 'coward father' in this video and commends the good acting and casting, which really make the film resonate. Although Ad Nut initially thought the father had some kind of phobia, the quirkiness and dramatisation of the father's fear gives the video a surrealist touch that is quite arresting, at least for Ad Nut.  

In the past, Ocean Life Insurance has positioned itself as a "trustworthy insurance brand" for Thai people living in the rural areas of the country. In this campaign Ocean Life is targeting Bangkokians, especially white-collar workers with family.

In conjunction, Ocean Life Insurance has launched a new life insurance product called ‘There’s nothing to fear at all’.

The plan aims to give families’ peace of mind by covering them in five key areas: accident, health, medical expenses, chronic illness, and cancer. 

According to GREYnJ United, the campaign taps into the insight of a father’s greatest fear: failing to take care of and protect his children. The film is part of a digital campaign centered around the hashtag #LoveDefeatsAllFears. It is also supported by above-the-line media to reach a nationwide audience.

‘Coward Father’ gained over 4 million views over a few weeks, and to date, it has almost reached 6 million viewers on Facebook.


Chief creative officer: Jureeporn Thaidumrong
Creative director: Thaweesak Nimmarlairatana
Creatives: Chatchawan Moonpradub, Vatit Butrakas
Account service: Kanaporn Hutcheson, Nichanan Thunduan, Pattrawan Muangsaisan
Planner: Jongkoch Dusittanakarin
Agency producer: Kidthungsamur Thongdang
Production house: Vanilla Film
Director: Apirak Pangsripirom
Producer: Pavaranan Kanpairoh


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