Samsung, BBDO Bangkok launch witty new film that turns loss energy to lost children

BANGKOK, THAILAND — In an era of rising living costs and growing household expenses, Thai Samsung Electronics and BBDO Bangkok unveil a new campaign for the SmartThings app — offering Thai consumers an intelligent way to cut back on electricity bills through a playful yet powerful metaphor.

Titled Don’t Lose What AI Can Save, the campaign introduces “SmartThings’ AI Energy (Saving) Mode” through a surreal short film set in a Lost and Found department. There, three children — each named “Bill” (a clever nod to Thai slang, where banknotes are called “Bank”) — share how they got lost: when their moms left the fridge open, dozed off in front of the TV, or forgot to turn off the air conditioner.

The film brings to life a cultural insight: Thailand’s increasing “Fear of Losing Money” (FOLM). As electricity costs rise across households, the campaign encourages consumers to take back control with one simple action — download SmartThings and activate AI mode. The app then optimizes home appliances automatically, helping users save up to 6,922 THB per year.

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Directed by Jatuphong Rungrueangdechaphat of Early Bird Films, the piece balances emotional storytelling with quirky humor, reminding viewers that behind every lost baht is a preventable choice.

“In this economic climate, even small savings go a long way,” said Warunyoo Sorasetsakoon, Group Creative Director, BBDO Bangkok. “SmartThings gives Thai households the power to stop silent energy loss — because 6,922 baht per year is too much to let slip away.”