Thai advertising is not just a sand sculpture.
Editor’s note: This article is from WeChat public account “Netease H5” (ID: wangyih5), the author clarified.
Many times, we are extremely resistant to advertising.
Whether it’s chasing drama, brushing or shuffling, the ad always jumps out and interrupts normal browsing.
If you are reluctant to advertise when watching a video, either no one will lend you a VIP, or the ad will have your little idol.
And Thai advertising is an exception, you won’t “mute” it, or even take the initiative to search, just three minutes will make you want to stop.
After a while, a perfume advertisement in Thailand rushed to the fifth place on Weibo’s hot search list, and more than 50,000 people participated in the topic of “Thailand advertising and starting a fairy tale”, with a view count of 160 million.
It seems that in the eyes of Chinese netizens, the Thai “God” advertisement is as attractive as the star gossip. 
Some people say that it has sand sculptures and spicy eyes, but it also takes heart and tears… Thai advertisements always feed you a chicken soup, and then let you laugh and squirt out.
What is it that makes Thai advertising highly praised by many netizens and industry insiders?
After studying hundreds of Thai advertisements, I finally figured out its “routines”.
01 Humor and humanity talk about commercial taste
3-10 minutes of short video, almost the standard for Thai advertising.
In the past, a 15-second advertisement cost hundreds of thousands of dollars. Why do Thai people prefer to shoot long advertisements?
Because, sufficient timeAccommodate a complete story, portray a colorful character, carrying enough emotions and emotions. The reason why the advertisements in Thailand have contracted the laughter and tears of countless audiences is also telling the moving story.
There are no super-stars with exquisite makeup and glamour, and there is no special effect of arrogance and coolness. Thai advertising is marketing with the heart, using simple and innovative stories. Infect consumers.
Scene of the scene
The beauty of Thai advertising lies in the insight into ordinary life.
Thai ads are loved and good at telling product stories in a civilian context. The short films mostly select stories about the life and emotions of the people at the bottom of the society, and create ideas around real, simple and ordinary people.
Unlike the advertisements that deliberately render strange scenes and the sparkling stars, they advocate utilitarianism and take care of the truth of ordinary people’s existence.
According to the “Bangkok Post” report, commercial advertisements using civilians in Thailand accounted for 85.25%, while those using celebrities and social celebrities accounted for only 3.12%.
People-oriented advertising can first narrow the distance from the audience, presenting truth and truth, and being more acceptable. Secondly, it can dilute its commercial atmosphere and show more humanistic care. Ordinary and friendly, the advertisement will naturally penetrate the hearts of the people.
The 2014 Thai advertisement “The Unknown Hero” is widely spread.