A five-minute Thai commercial about succeeding in a noodle business was shared on Chinese microblogging site Weibo and had become viral.
Produced by Tianfutaiju, the TV advertisement for Brand's World company, which manufactures nutritive drink, is tugging at heart strings, reported What’s on Weibo. The excellently crafted commercial – which had made viewers cry – is described as like a mini movie.
Like many Thai commercials, the advert revolved around family, perseverance, hope and industriousness in the competitive world of noodle houses. Among the other values that stand out in the commercial are selflessness, a premium on life and relationships, and not giving up during hard times.
Because tears inevitably would well up when watching these commercials, it had been called “sadvertising” for which ad film director Thanonchai Sornsriwichai is known for. Among his masterpieces are the 2014 commercial “Unsung Hero” which he directed for advertising agency Ogilvy & Mather, Bangkok and “Silence for Love” in 2011, also an Ogilvy commercial.
“Unsung Hero,” about a young man doing good things for others, was viral with 28 million views on YouTube. “Silence of Love” is about a daughter who is frequently teased about her father, a deaf-mute.
The Wall Street Journal attributed the success of Thai commercials to not focusing on the product being promoted but on setting a mood. As short films, these adverts are also easy to share on social media.
Other outstanding qualities of Thai as well as Chinese commercials are their emphasis on filial piety and family ties. These are two prime values in Buddhism and Confucianism. In the case of the noodle advert, beyond hammering the message on how to succeed in a noodle business, it also highlights listening to the parents and honoring family traditions.