Ad Nut
Aug 23, 2017

Ho-hum love story, outstanding response

Formulaic Thai bank ad about a long-distance, long-term, on-again, off-again love affair succeeds despite being entirely predictable.

Ad Nut would expect that precious, long-form ads based on youthful love stories would be played out by now—like the weepy, long-form ads for insurance companies thankfully seem to be. Yet this straightforward story from GreynJ United for Thailand's Kasikornbank has amassed nearly 11 million views on Facebook since it was posted on August 17. (The above version is a subtitled version for media.)

Ad Nut admits the story has some charms, such as the roles that mix tapes and pagers play in the years-long, at-a-distance flirtation. And Ad Nut can't fault GreynJ United for a well-crafted bit of work that no doubt made the client happy because it captured lots of eyeballs.

The hashtag for the campaign is 'GoodImpressionsLiveOn', and Ad Nut gets that the client is trying to associate itself with cultivating a good relationship over time. But as is so often the case with such mini-movies, the analogy and therefore the connection to the brand is tenuous at best. Anyone that moved to another country only to return decades later and expect love and loyalty would not get it from Ad Nut, no matter how many mix tapes it/they sent during the intervening years. And if that person tried within seconds to make an intimate, physical gesture like the fellow in the film does, they'd likely get bit.  

CREDITS

Chief Creative Officer: Jureeporn Thaidumrong
Executive creative director: Asawin Phanichwatana
Creatives: Thanyaluck Pongacha, Chanikarn Sitthiaree, Sorrasak Thummakosol, Vanalee Krairavee
Managing Director: Kanaporn Hutcheson
Account Service: Nichanan Thunduan, Pattrawan Muangsaisan
Planner: Jongkoch Dusittanakarin
Digital media specialist: Pojanee Sowantip, Prapapan Lekda, Somida Ratchatha, Pannavit Thanasuwan
Agency Producer: Kanoksak Kanchanachutha, Nattakit Wongpakorn
Production House: Hub Ho Hin
Director: Banjong Pisanthanakun
Producer: Nattapon Kornkaew

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

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