ASIA-PACIFIC – BANGKOK, THAILAND, MARCH 27, 2012: In a campaign for Thai beauty-brand Oriental Princess, JWT Bangkok created a campaign that encourages women to question society’s expectations and define own self worth.
The TV spot shows moving scenes of women while the narrator imposes questions (in Thai) such as "Why use make up?", "Why diet?", "Why be like everyone else?" and "Why white is better?" — referencing whitening creams which are widely popular in Asia.
The next scene shows a plump, smiling bride in a gorgeous white gown while the narrator says: "Why not accept the way you are?"
"The TVC was designed to turn heads, and impart the idea that your own self-worth and value lies within you, and no one has the right to tell you what is or isn’t acceptable," says Satit Jantawiwat, executive creative director at JWT Bangkok. "The ad doesn’t give answers – it aims to provoke thought, and encourage women to make decisions that work for them."
The commercial further press on the issues Thai women face in the society by showing a batter woman looking through a fence, a woman alone with a child sadly looking out the window.
All these are contrasted with images of strong women while boxing, speaking out in a class and in a boardroom. A thought provoking line "Your self worth is yours to define" concludes the campaign.
