Heaptalk, Jakarta – Advertising is a medium of communication containing particular messages aimed at audiences, both commercial and non-commercial. The advertising industry is also competing to create creative ads that grab attention while capturing its audience’s hearts. If the ad is commercial, the end goal is to arouse the audience’s interest and finally decide to buy the advertised product.
Let’s take a moment to highlight the ads from Thailand which have been consistently going viral in recent years thanks to their powerful weapon, emotions, and humor. After the heartfelt ad of telecommunication equipment, it was found that recently appeared an insurance ad targeting the middle-class youth market, which was no less emotional.
Some of them also feature funny and tacky jokes typical of Thailand, which are full of slapstick. Because it is so loved, many people share this advertising content through social media. They are engaged. As a result, many people later became aware of the ad, which lasted in their memory. How did it happen?
Interesting storytelling
One aspect that deserves high appreciation in Thai advertising is its prowess in story wrapping. They sell their products by presenting dramatic stories that touch emotion. Sometimes the audience forgets when they are watching an ad because each plot is very hypnotic, like a long film. Therefore, Thai ads are often referred to as the tear-jerker or tears, as written on The Atlantic’s page.
Even if it has the theme of humor, Thailand’s adverts make the content a very tacky and slapstick show. Don’t be surprised if many audiences are disgusted, but his humorous approach keeps everyone watching it.
Made Like a Short Film
Most of the Thai creators apply the ad that air in Indonesia in the form of short films. More or less, the average duration is 5 to 10 minutes per ad.
Amazingly, Thai commercials know how to make shows that are long but still don’t bore viewers. They intentionally made the ad to provoke the audience’s curiosity. Interesting right?
Making the ad with a short movie model is an exciting idea because many people do not understand if the show is an ad. They will think that the ad is a short film, and after watching it, they will understand that it is an ad.
Contains social values
Apart from long-running shows that resemble sad dramas, many Thai ads also take advantage of the human side, especially public service ads. Not only sympathy, after seeing this Thai ad, but the audience is also expected to be able to change their way of life and become aware of something important in their life. In this way, the function of advertising is not only about promoting the product or selling the service but also educating the audience through the social values inside of it.
Apply Soft Selling
Most Thai advertising rarely uses marketing techniques that directly sell the product or hard sell. They use a soft selling technique where the trademark placement is placed at the end of the ad. It is also not displayed in a dominating large size, relatively small, and sometimes almost invisible. Audiences seem to get a breath of fresh air because they are fed up with exposure to ads, mostly only on selling.
Even though it is considered a “boomerang” because it affects the audience who only focuses on the content of the story, this method is done so that the audience is not disturbed by the brand’s appearance. It makes the audience feel free to share these ads on social media. Smart enough to distribute ads for free, right?
Totality
Compared to Indonesian ads, which are mostly short and to the point in duration, Thai ads do not hesitate to display long immersive ad impressions. It is sufficient to prove that the Thai advertising industry does not know the word “perfunctory”. They design the advertising concept with its totality.
But that does not mean without consideration. Of course, the ad creators have researched executing ad work so that the results can be maximized.
These are the aspects that make Thai ads viral among Indonesians (maybe even other than Indonesians). For advertising activists, Thailand is undoubtedly an insight that can be considered. Why not make Indonesian audiences feel touched by stories that are close to Indonesian society?
