WEEKLY

A GLIMPSE INTO THAI ADS
細看「泰」度

泰流來了!近年泰國電影產業崛起,而泰國廣告亦頻頻被網絡媒體轉載,短短數天便取得過百萬點撃率。做廣告,就是要掌握時間、拿捏內容、捕捉人心,可泰國的廣告卻不止於此──它們更猶如引爆情緒的炸彈,當你上一秒還在撫掌而笑,下一秒可能已哭成淚人。如此大膽、創新、幽默、感人的故事佈局,讓人過目不忘,難怪多次獲得國際廣告大獎。今期Chessman Post精選了幾個泰國廣告,與大家一起傾聽泰國人說故事。

在亞洲,日本廣告為廣告界的佼佼者,有的充分展現出日本人的想像力,有的則散發一種日系的細膩風格;美國或歐洲國家的廣告則言簡意賅,沒有過分潤飾畫面和文字,輕鬆而饒富趣味。泰國廣告的風格與上述兩大主流不同,擅於用平實的故事呈現戲劇張力,並引起大眾共鳴。平時廣告需要在數十秒內交代一切,但泰國廣告偏偏反其道而行,經常拍攝超過十分鐘的廣告,前半部分作大量鋪墊,故事起承轉合皆具備,緊湊程度可媲美一齣微電影。泰國廣告總是用日常生活的故事設定,令觀眾以為自己能推敲劇情,最後因意想不到的結局而感到訝異。

泰國人本性既樂天知命,又幽默風趣。早前十三名少年足球隊被困洞穴一事,深深地觸動了我的內心和淚腺。身處一片幽暗的洞穴,在缺乏食物、衛生環境欠佳的情況下,他們不但沒有大吵大鬧,獲救時更對着記者和鏡頭開懷大笑。縱然遇上困難,泰國人仍豁然開朗,不如意事彷彿輕於鴻毛。而他們樂天、和善、真誠的民族性,可說是完全體現在廣告之中。

科技產品分銷商Advice
https://www.youtube.com/watch?v=AU5CoRnn74s
作為泰國領先的科技產品分銷商,Advice憑藉廣告履行社會責任。一對父母欲購買平板電腦給五歲小孩用,店員叫他們七年後才來取貨,並解釋孩子童年時最需要的,是陪伴。廣告一方面展示售貨員會提供合適的建議,另一方面教人反思現今世代父母的教育模式。當父母讓小孩玩手機已成定律,誰應該站出來?Advice不叫人多買電子產品,反倒叫人不買,這種逆向的思維為廣告增添一抹驚喜。

金融服務公司Ngern Tid Lor
https://www.youtube.com/watch?v=sbMvvMJ1V_c&feature=youtu.be
主角想要購物,經過短時間的網上批核,馬上把錢拿到手……這便是香港財務公司廣告慣用的套路。而Ngern Tid Lor的廣告別出心裁,它不欺騙觀眾,說明借錢是場互惠的交易──債仔取到錢,財仔從中收取利息。不過,Ngern Tid Lor更希望邀請所有人在拿到錢之後,思考自己最想做的是甚麼。想好了,就開始學習不同的知識,讓自己最終不受債務所困,重獲自由。

人壽保險公司Thai Life Insurance
https://www.youtube.com/watch?v=qZMX6H6YY1M
人壽保險公司的廣告向來喜歡用故事感動人心,只是如何才能做到溫情而不落俗套?此廣告講述一名少女很懊惱自己擁有一個聾啞爸爸,亦不時受同學嘲笑,故非常嫌棄爸爸。後來因一次意外,她得知爸爸願意為了她付出所有,令她無比感動。乍聽起來,這故事不算特別,但最特別的地方是整個廣告都沒有任何聲音,只讓觀眾用心靜思和感受。

Nature Gift瘦身咖啡
https://v.qq.com/x/page/v0347bzt2kz.html
故事講述兩位主角被心儀的男孩忽視,於是想整容讓自己變得漂亮。她們詼諧的演繹惹人發笑之餘,故事本身亦能引人共鳴。現今很多女士不惜花費龐大的金額整容,可是十年後、二十年後的審美標準大概已不盡相同。與其成為別人,不如喝一杯瘦身咖啡,活出更好的自己。追男仔,其實不用去到那麼盡。

撰文:王以珞
美術:王曉澄

The Thai wave is sweeping across the world! There is a rapid growth in Thailand’s film industry these years, and Thai commercials are also being spread by different social media platforms, with a hundred thousand of click-through rate each. The purpose of a commercial is to grasp the timing right, get the message right, and gain the hearts of people right. Thai commercials do more than that—they are like bombs which detonates our emotions. We may break into laughter at first, but burst into tears at last. With such innovative, creative, humorous and touching story settings, it is no wonder that Thai commercials always receive international awards. This week, we have hand-picked some of the good ones for you to appreciate.

Japanese commercials are probably the most noteworthy in Asia, as they fully demonstrate the whimsical imaginations, as well as the detail-mindedness of Japanese people. Meanwhile, the American and European commercials are also famous for the concise and relaxing style. Different from the above-mentioned, Thai commercials are good at ramping up the dramatic tension of simple stories, so as to arouse people’s resonance. Normally speaking, the duration of a TV commercial is around 30 seconds, and yet Thai commercials refuse to go with the flow. Many of them last for at least 10 minutes, and the plots involve twists and turns, making the stories as compact as a micro movie. Set in everyday life, the stories of Thai commercials are always mind-blowing.

Thai people are generally optimistic, light-hearted and humorous. Remember the Thai cave incident, which 13 young man were trapped in a flooded cave? I was profoundly touched by the boys. Staying in a dark, dirty cave without enough food, they did not grumble about anything, but smiled at the reporters and cameras after they were rescued. Even though they had suffered from the serious mishap, they were still very positive about the future. These personality traits are perfectly embodied in their commercials.

Advice, a retail and wholesale distributor of smart phones and IT goods
https://www.youtube.com/watch?v=AU5CoRnn74s
As a leading retail and wholesale distributor of IT products in Thailand, Advice uses this commercial to fulfill its social responsibility. Two parents wanted to buy a tablet for their 5-year-old kid, however, the salesperson of Advice asked them to take it 7 years later and explained that it was important to spend time with children. This commercial not only shows the salesperson would provide good advices for the customers, but also allows audiences to reflect their parenting methods. As more and more parents would let their children play smartphones all the time, there is a need for someone to come out and change this mindset. Advice made this commercial in a reverse perspective by asking people not to buy its products, making people deeply impressed.

Ngern Tid Lor, a financial services company
https://www.youtube.com/watch?v=sbMvvMJ1V_c&feature=youtu.be
The protagonist wants to go shopping, and his or her request is approved by the company promptly......this is the plot of the commercials of many financial services companies in Hong Kong. The commercial of Ngern Tid Lor is totally different. It tells audiences that both the debtors and the company would get their benefits, but that is not the only thing Ngern Tid Lor wants. It invites debtors to sit down and think about what they wants to do most once they get the money. Then, they should start to acquire different knowledge, until one day, they pay off all the debits and regain freedom.

Thai Life Insurance
https://www.youtube.com/watch?v=qZMX6H6YY1M
The commercials of life insurance companies are usually touching. Yet Thai Life Insurance is able to produce a unique and impressive one. The commercial was about a girl who did not want to have a deaf-mute father. She was sometimes teased by her classmates because of that, and therefore she always ignored her father. Later, she realized her father would do everything to save her life after an accident, and she was very moved. This story is not an innovator, but definitely a tearjerker. It is a silent commercial which allows audiences to feel and think about parent’s love.

Natural Gift Slimming Coffee
https://v.qq.com/x/page/v0347bzt2kz.html
The commercial was about two girls who were ignored by their crushes, thus they wanted to have plastic surgery to make themselves look pretty. Apart from the funny acting of two hilarious actresses, this story could also arouse people’s resonance. Nowadays, a lot of women would spend a huge amount of money on plastic surgery, but they have forgotten one important fact – beauty standards frequently change over time. Instead of becoming others, why not drink a cup of slimming coffee constantly, and be a better self? Girls do not have to max themselves out in chasing boys.

Text: Elok Wong
Art: Agnes Wong

ISSUE #207

A GLIMPSE INTO THAI ADS

 

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