Jureeporn Thaidumrong gave insight to the recent changes in Thailand’s mood at the Dentsu Asian Diversity Seminar in Cannes.
Her country’s queen of advertising creativity, Jureeporn or Judee, led Thailand to creative heights by winning its first gold Lions in the late 90’s for a Tabasco print ad while working in Results Bangkok. More recently and famously, she raised the bar again for the groundbreaking “Smooth E” TV campaign from her agency JEH United.
Thai advertising is universally popular at awards shows and is one of the strongest Lions winners in Asia, because of its people’s “mai pehn rai” approach to life.
“Some of you have an idea about us (Thais) from our advertising work, which is usually funny and aims to make you laugh. As a people, we never take life too seriously.”
Lately, Thailand’s fare complexion has changed, because of the recession and internal political problems. Its exiled former Prime Minister Thaksin has divided the country, bringing violence to an otherwise peaceful nation.
She quoted Norman Douglas who once said, “You can tell the ideals of a nation by its advertisements.”
Judee observed the spirit of survival in Thai entrepreneurs, who view the recession as a great opportunity, especially for local brands in its highly competitive markets. Political problems, and not economic ones, have the most impact on Thailand –“from marketing, branding, advertising, and communication to culture and even notions of gender.”
Thai women, known for being so gentle and sweet, have grown more outspoken. One woman even posted a video, “Kill Thaksin”, on YouTube and has became a national sensation.
With tourist arrivals down by 50 percent (at one point, the Four Seasons had only four guests), TV campaigns promoting local tourism is getting heavy airtime. Replacing trademark humor and wacky advertising are those with a more somber message on national unity, regardless of the product they want to sell.
Judee expressed her nationalist pride and confidence in what is truly a magical country, “I still believe in my country. We have a geographical advantage. We have great food, great culture, great religion, beautiful mountains and pristine beaches. We are committed to the goal of true democracy, and have the world’s most loved monarch in our hearts.”
“Like the other 66 million people in Thailand, I know that everything will be fine. Remember, if you want to see more funny TVCs at Cannes next year, please visit Thailand”
