Bangkok Life Assurance, in collaboration with Lateral, has launched its latest online film, “Superhero Parents”, a story about the real superheroes in our lives. Parents who quietly give everything to their children, often without thinking about themselves.
The film captures simple, everyday moments that reflect how parents show up as their children’s superheroes. It then shifts to a key moment on a daughter’s wedding day, where she thanks her parents for their sacrifices, resilience, and unconditional care. Even though they are no longer there, the story reminds us that the superheroes we rely on may not always be as strong as we think.
The film closes with two simple lines:
“Superheroes don’t stay strong forever.”
“Don’t forget to take care of yourself too, superhero.”
Encouraging those who always put others first to start caring for themselves, and to pass that message on to the superheroes in their own lives.
The campaign is part of Bangkok Life Assurance’s ongoing brand platform, “Care for a Better Life”, which aims to inspire people to recognise the value of caring for both themselves and their loved ones, for a better and more sustainable life.
The film invites audiences to share it as a reminder that care should begin with ourselves, starting today.
CREDITS
Client
Executive Vice President, Marketing Strategy & Customer Management Division: Onranat Nachapong
Senior Vice President, Marketing Communication Department: Narin Ekwongviriya
Assistant Vice President, Market Development & Customer Relationship Management Department: Yashanun Jitaree
Assistant Vice President, Brand Management Section: Sasipa Choonhasomboon
Senior Manager, Public Relations & Corporate Social Responsibility Section: Saryttanee Sirisomboon
Senior Manager, Integrated Marketing Communication (Products & Distribution Channels) Section: Morrakot Rienthong
Senior Officer, Brand Management Section: Kanyalak Atsawaphak
Agency
Founder & Chief Disruptor: Paruj Daorai
Head Of Creative: Taewit Jariyanukulpan
Creative Director: Nattawut Rattanajeena
Head Of Strategy: Worawin Soncharoen
Group Account Director: Taddow Jaruwattanachai
Account Manager: Chayaporn Teekarungruang
Production House: Suneta House
Director: Teerapol Suneta
Assistant Director: Napat Vorasuk
Producer: Chanapa Ployarunrung
Cinematographer: Sutthichai Luangamornlert
Gaffer: Phongthep Phusawang
Sound: Anuparp Suriyathon
Art Director: Pornchai Cheeranoon
Prop Master: Surasak Maneekum
Casting: Narissara Makmane
Stylist: Puntip Jai-Ngam
Mock Up Artist: Parinya Likhitroekwit
Make Up: Atippruch Kullapatchotsiri
Hairstylist: Wiranpat Wisutapasutsir
Location: Jirawat Santaratchai
Editor: Sarawut Kaweethammawong
Telecine: Nattacha Khajornkiatsakul
VTR (Positive4): Thannawit Jiasuppibul
Sound Mix (Sound Space): Danai Suthamcharee
