Ogilvy & Mather created the two 45-second spots -- 'Boxing' and 'Football' -- striking a tone that shows Thailife as a successful local company without sounding boastful, said Phawit Chitrakorn, Ogilvy's business director. Accordingly, the spots use humour.'Football' begins at a celebratory event to mark a team's victory. Half way through, the coach starts to worry about the team's future game. He then strips off his suit to reveal his sports kit and orders the team to end the party and start training.
The voice-over on both spots emphasises that winning is difficult, but it's harder to remain champions.
