The 'Silence of love' slogan reinforces Thai Life's brand promise of the 'Value of life'. With a key focus on the father, the three-minute TVC's idea is to honour father's roles within our society and families, and to reinforce how much love and support fathers provide their children and families, which is often taken for granted or gone unnoticed.
The campaign, which encourages people 'to care for those who care for you', takes the viewer on an emotional journey, and makes on realise the type of sacrifices a father is willing to make, to ensure his family will always be okay and be cared for.
Aside from the three-minute TVC, two-minute and 45-second ads will run afterwards through free and local cable TV and in cinemas. Other campaign elements would include print and radio ads, as well as point-of-sale materials.
Credits:
Executive creative director Korn Tepintarapiraksa
Copywriters Korn Tepintarapiraksa, Rudee Surapongraktrakool, Kris Spindler
Art director Korn Tepintarapiraksa
Agency producer Yuthapong Varanukrohchocke
Account supervisor Morrakot Rieanthong
Account manager Phawit Chitrakorn, Chaowalit Vichayachakorn, Thitima Liangpanich
Planners Vanich Jirasuwankij, Nuntaporn Laoruangroj