AD A GLANCE — 2015
Five trends in advertising that will continue next year
We’ve seen some genius ads this year in Thailand. Thai Life Insurance’s tear-jerking “Garbage Man” makes you want to hug the first street sweeper you see. “Every Mouthful is Meaningful” by CP makes you want to call your mother right that very moment. Thai ads also seem to be loved the world over — even foreign websites have featured “Thai ads that make you cry” .
In a sea of not-so-politically correct tacky ads for whitening products and diet coffee, certain advertisements arise that are beautifully emotional, ROTFL hilarious and downright heartwarming. In the past few years, Thai advertisements have become regular winners of international awards. But maybe that’s not as impressive as actor Ashton Kutcher sharing a Thai life insurance company’s commercial on Facebook page, writing, “I almost bought their insurance.”
Have we reached a point of saturation or do ad people have more up their sleeves? Guru speaks with Suthisak Sucharittanonta, CEO of BBDO Bangkok, a Thailand-based advertising agency that won four gold, 22 silver and 16 bronze awards at this year’s Adman Awards. He reveals five trends in advertising this year, which look set to continue for quite some time.
INNOVATIVE DELIVERY
As heartbreaking as it is to say (especially for us magazine people), print is no longer king. Neither is TV.
“Advertisements today are no longer confined to mass media. Many players are looking at digital media — online platforms, mobile platforms and social networks. People spend less time with TV, newspapers and radio, and more time on their mobile phones and social networks. This means there are new forms of marketing such as viral videos, branded content and mobile apps. For me, the idea might not have changed much, but the methods of delivery have grown more diverse.”