Ta Chong Bank | Extraordinary Ordinary People | Taiwan

TC Bank can be translated as the ‘bank of the people’ and is, appropriately, celebrating the best of ordinary people this Chinese New Year's eve. The first commercial of many planned for the next 12 months is called ‘Courage of a mother’.

The advertisement take its inspiration from a true story of a Taiwanese mother who demonstrated unconditional love for her child. The ad follows the mother as she embarks on a three-day journey to Venezuela, where her daughter has just given birth. Stepping out of her house alone for the first time, she flies between three foreign airports without any grasp of English or Spanish. Thousands of kilometres across the globe, she is arrested at an airport for carrying a bag containing ‘illegal substances’. At the climax, the mother is shown begging and pleading to keep the packet.

As the story unravels, it transpires that the ‘substance’ is in fact herbs for the chicken soup the mother intends to make for the daughter she hasn’t seen for years.

Depicting raw emotion, sweat and tears, the new TC Bank campaign revolves around the willpower, persistence and love of the common people.

Ogilvy & Mather teamed up with Thai director Thanonchai Sornsriwichai on the project. Sornsriwichai’s best-known recent work in Asia includes 'Que Sera Sera' and 'The melody of life’ for Thai Life Insurance.

TC Bank integrated all its creative business into Ogilvy last August.




Credits:
Project Extraordinary Ordinary People
Client Ta Chong Bank
Creative agency Ogilvy & Mather, Taiwan
Executive creative director Jennifer Hu
Art director Leah Chen
Copywriters Matt Chen, Elma Lin
Agency producer Abby Ku
Account servicing Anchored Chen, Melody Chen, Giovanna Chan
Media agency Caplock
Production company Phenomena Company Limited
Director Thanonchai Sornsriwichai
Exposure Television