ASIA-PACIFIC, SEPTEMBER 2010 – If Jureeporn Thaidumrong, one of Asia’s most awarded creatives and the founder of the Thai advertising agency JEH United has a more enigmatic smile than usual, it is because she has been stirring controversy in her home country. Provocative for all the right reasons, the agency’s introspective 150-seconder television advertisement “Kor Thot … Prathet Thai” ("Apologise … Thailand") for the non-government organization Positive Network became known as the banned commercial after airing only once on TV news.
The Board of Censors banned the ads for fear of increased rifts in society and marked scenes for deletion before re-submission and re-airing. The footage in question is of actual protests and burning of buildings during the turmoil in the Thai capital last May, which were deemed offensive and inappropriate for audiences. Without those scenes, the ad would be impotent. The supposed ban, which the censorship board later denied, puzzled even the Thai Prime Minister. IT show host Pongsuk Hiranprueck, a member of the Positive Network, took to the Internet to ask for suggestions on what can be done to the ad, sparking debate and discussion in the online community.
Since it aired in June, the spot directed by Thanonchai Sornsrivichai of Phenomena has amassed more than 1,000,000 views on YouTube. The TVC takes the point of view of citizens apologizing to the nation. With the traditional song “Auld Lang Syne” as its soundtrack, it asks questions meant to foster healthy dialogue on issues, not just knee-jerk reactions.
"The Positive Network was formed by handful creatives in advertising and social media people with the support from our client, Thai Health Promotion Foundation after the burning day in Bangkok," says Thaidumrong. "Right now many people in advertising, media, online, organizations and many more have already joined the network." The network has grewn to include industry bigwigs such as Greyhound pioneer and former chair of Leo Burnett Thailand Bhanu Inkawat and TBWAThai chair Chaipranin Visudhipol.
Before the campaign, Thaidumrong admitted that she was apathetic to the protests. But the violent events made her reflect on how Bangkok burning happened. The deep-seated anger, resentment and brewing tension under the surface for years reached the boiling point. After the destruction, it was plain to see that pointing fingers would not lead to results. Everyone had to realize that they were all accountable for what happened.
5-minute video presentation
It is said that out of the ashes, a spirit is reborn. With the birth of the Positive Network and the commercial’s supposed ban, Thais were reawakened with a sense of responsibility. And If Thaidumrong’s smile is naughtier than usual, she is cooking up something new for the Positive Network. She does hope to get their work banned again.
CREDITS:
Client: The Positive Network
Agency: JEH United, Bangkok
Production Company: Phenomena, Bangkok
Director: Thanonchai Sornsrivichai
Creative Catalyst: Paramet Minsiri, Pongsuk Hiranprueck, Jureeporn Thaidumrong, Bhanu Inkawat, Chaipranin Visudhipol
