Adrian Peter Tse
Mar 2, 2015

The Tourism Thailand video people are calling "creepy"

THAILAND - Following the Tourism Authority of Thailand's controversial video last year titled 'I hate Thailand', the group has released another video that is causing a stir online.

Client: The Tourism Authority of Thailand (TAT)

Agency: No agency has been named. The local production company behind the video is War Rooms

Campaign scope: Online

Details: Thailand’s Ministry of Culture in collaboration with the Ministry of Tourism and Sports, the National Federation of Thai Film Associations recently launched a video titled “Love En Route”.

According to TAT, the objective of the video was to “promote the unique traditions, cultures and attractions of Thailand to both the local Thai people and international tourists”.

A number of media outlets including the Daily Mail, have criticised the video for being a misguided “stalker” video that is at best, “creepy”.

Campaign Asia-Pacific’s comments: In today’s connected world, people go on Instagram to search hashtags before they embark on a journey. This offers a way to find local and personalised information about where to go and what to do at a destination. The TAT was onto something with Instagram also being a highly influential platform in Thailand.

This could have translated into a concept and storyline with potential, but the film was let down by weak execution and poor acting on the part of the male protagonist. The structure of the storyline could have been reworked to avoid the male character’s “stalker” interpretation. For example, he could have simply been a guy exploring a place, who found the girl’s hashtag and geo-tag by chance and then bumped into her in a more serendipitous way. A relationship could have blossomed from there.

TAT is exploring unusual angles for its storytelling but it needs to think more about how its stories will be perceived and make necessary adjustments.

In case you're curious, here's a link to "I Hate Thailand". 

 

Related Articles

Just Published

14 hours ago

Publicis appoints co-CEOs in Thailand

The network has replaced long-time leader Songkran "Jod" Sethesompobe with two new leaders under a co-CEO structure.

14 hours ago

Why Gen Z is so important to SK-II and its 'Pitera ...

Sue Kyung Lee, Global CEO of SK-II details how the brand's new campaign was inspired, ideated, and designed to connect with Gen Z consumers.

14 hours ago

Move and win roundup: Week of May 23, 2022

Havas Media Group Singapore, Apco Worldwide, Yellow.ai, NBA Asia, Ampverse, Re, Lingo Ace, Essence, Gudangada, Sandpiper Australia and more, in our weekly collection of people moves and account news.

15 hours ago

Should all brands rush to enter the metaverse?

As more and more brands are keen to get their foot in the door, we explore if it makes sense for all sectors to enter the metaverse and whether brands are clear about what they want to achieve in the space.