Client: Ek-Chai Distribution System Co., Ltd. / Tesco Lotus
Agency: Leo Burnett Group Thailand
Name of campaign: ‘Taxi’
Campaign scope: Online, TVC
Press release comments:
The film depicts the life of a parent willing to do anything for the wellbeing of their child. Making a living as a taxi driver on the road, life is filled with uncertainties, danger and difficulties that come with the profession. To survive and save money for the future of the driver’s child, the driver works hard and endure all kinds of situations from difficult passengers as well as those with ill intentions.
A twist at the end reveals that the driver is in fact a woman, who had traded in her feminine appearance to take on the profession as a taxi driver—overcoming conventional barriers to provide for her child. Through this story of a mother’s sacrifice and strength, Tesco Lotus reinforce its key message of their belief in the power of women on this special occasion in Thailand.
Thai’s Mother’s Day, which will be celebrated on 12 August this year, is a celebration of the birthday of Her Majesty, Queen Sirikit, also the world’s longest reigning royal consort, having presided over the Kingdom of Thailand in her royal role for over 60 years. As a symbolic mother of Thailand, the Queen is honored as the "First Mother" of the country. The same occasion is also a celebration to honour all mothers in Thailand.
Campaign Asia-Pacific’s comments:
The twist is well-executed and you don’t expect what’s coming. It’s great to see brands in Thailand creating content on the back of national events with no other agenda than to be part of a greater conversation. It’s a continued trend in Thailand, where brands are continuing to become more like content creators and less restricted by traditional ad formats.
Chief Creative Officer: Sompat Trisadikun
ECD: Keeratie Chaimoungkalo
Creative Director: Ariyawat Juntaratip
Art Director: Sarut Yungcharoen
Copywriter: Pathida Akkarajindanon
Client Service: Vorrawan Silapusit
Agency Producer: Rungrudee Chinpratan
Editor: Thanakorn Leeramass
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Editor's note: Our resident Ad Nut posted about this campaign earlier, but we thought it warranted a more complete writeup