BANGKOK – A video create by Leo Burnett Thailand for the Tourism Authority of Thailand (TAT) has gained over a million views within three days of its release.
Titled ‘I hate Thailand’, the five-minute, unbranded, uncredited video quickly drew the attention of people around the world and currently stands at over 1.8 million views on YouTube.
The video plays up Thailand’s hospitality and service, which, based on TAT studies, is the country’s edge over its competitors.
Faced with falling numbers in repeat visitors over the past few years and strong competition from other markets in the region, TAT aimed to remind visitors of what made them fall in love with the country beyond the famous sights and attractions.
Considered unconventional in the sea of tourism marketing,’I hate Thailand’ stood out for its story, which focuses on James, a first-time traveler to Thailand who, at the start of the film, declares that he hates Thailand after he had lost his bag at a beach party.
Eventually, he meets Thai people who take care of him, give him clothes, and food, and gradually change his mind about the country.
While many appreciated the film’s unique approach, not all were impressed, with some saying that the film’s lack of branding is misleading.
CREATIVE CREDITS
Creative Agency : Leo Burnett Thailand
Chief Creative Officer : Sompat Trisadikun
Executive Creative Director : Keeratie Chaimungkalo
Creative Group Head : Pipat Uraporn
Art Director : Putthikon Saeamad
Copy Writer : Prathan Udomsubvong
Agency Producer : Sompetch Nuntasinlapachai
Production House : Hub Ho Hin Bangkok
Production House Producer : Nattapon Kornkaew
Film Director : Nithiwat Tharatorn
Account Management team : Samira Thancharoenkit – Account Management Director
Apiporn Kunakorn – Account Manager
Pimsorn Chanpa – Account Executive
