Title | MOTHER KNOWS BEST |
Brand | THAI LIFE INSURANCE PUBLIC COMPANY LIMITED |
Product / Service | THAI LIFE INSURANCE |
Category | A09. Consumer Services / Business to Business |
Entrant | OGILVY Bangkok, THAILAND |
Idea Creation | OGILVY Bangkok, THAILAND |
Production | MATAD Bangkok, THAILAND |
Production 2 | EDITTIDE Bangkok, THAILAND |
Production 3 | PHENOMENA Bangkok, THAILAND |
Production 4 | CINE DIGITAL SOUND Bangkok, THAILAND |
Production 5 | YGGDRAZIL GROUP Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Nopadol Srikieatikajohn | Ogilvy Group Thailand | Chairman |
Wisit Lumsiricharoenchoke | Ogilvy Group Thailand | Group Executive Creative Director |
Panu Meepaibul | Ogilvy Group Thailand | Creative Director |
Panu Meepaibul | Ogilvy Group Thailand | Creative Director |
Kris Spindler | Ogilvy Group Thailand | Senior English Copywriter |
Thanawat Chongmahakul | Ogilvy Group Thailand | Creative Director |
Thanida Preechawipat | Ogilvy Group Thailand | Graphic Designer |
Pranpreeya Arunjindatrakul | Ogilvy Group Thailand | Account Director |
Morrakot Riengthong | Ogilvy Group Thailand | Account Director |
Donruethai Nimitpunya | Ogilvy Group Thailand | Account Manager |
Vanich Jirasuwankij | Ogilvy Group Thailand | Strategic Planning Director |
Yuthapong Varanukrohchoke | Ogilvy Group Thailand | Head of TV & Radio |
Jiravara Virayavardhana | Ogilvy Group Thailand | Managing Director |
Thitima Liangpanich | Ogilvy Group Thailand | Business Director |
Nuthawut Somsuk | Ogilvy Group Thailand | Senior Programmer |
Suparrerk Kulintaraprasert | Ogilvy Group Thailand | Senior Project Manager |
Prathana Phoolsawas | Ogilvy Group Thailand | Social Media Planning Manager |
Kamonchanok Wannasa | Ogilvy Group Thailand | Social Media Specialist |
Papatsara Lephon | Ogilvy Group Thailand | Senior Content Editor |
Surangrat Krisamang | Ogilvy Group Thailand | Senior Content Editor |
Kanyarat Thavorncharoensukoh | Ogilvy Group Thailand | Senior Social Planner |
Chutikarn Tansuthanyalak | Ogilvy Group Thailand | Senior Social Planner |
Thanonchai Sornsriwichai | Phenomena.Co.,Ltd. | Director |
Panklao Jiraungkoonkun | Phenomena.Co.,Ltd. | Cinematographer |
Chaturong Sonnok | Phenomena.Co.,Ltd. | Gaffer |
Kitsiri Karunanon | Phenomena.Co.,Ltd. | Production Designer |
Patcharaporn Liewpairoj | Phenomena.Co.,Ltd. | Film Producer |
Elia Fofi | Phenomena.Co.,Ltd. | Assistance Producer |
Atthapon Kakkaew | Phenomena.Co.,Ltd. | Art Director |
Punthip Jai-hgam | Phenomena.Co.,Ltd. | Costume |
Pannipa Kittichawansit | Phenomena.Co.,Ltd. | Location Manager |
Manop Boonwipas | Matad Co.,Ltd. | Editor |
Sarayouth Phuksawattanachai | Edittide.Co.,Ltd. | Colorlist |
Parson Thirawat | YGGDrazil Group Co.,LTD | Flame Artist |
Ponsuda Piyarattanapong | Phenomena.Co.,Ltd. | Post Production |
Chumpol Sepsawadi | Cine Digital Sound Studio Co.,Ltd. | Sound Designer |
Terdsak Janpan | Cine Digital Sound Studio Co., Ltd. | Music Composer |
This short film presents a realistic situation that occurs in many modern Thai families. A mother is forced to work exhausting hours to raise money to care for her son. He has received the best education within her financials means and a better life than she had for herself. The son, nicknamed Ice, is 13-years old and a child of the internet and is technologically savvy. Being a teenage boy, Ice thinks very highly of himself and begins disrespecting his mother and her lack of knowledge. But mom’s answer gives Ice pause. He then realizes that her knowledge – a mother’s love – is the one thing that takes the best care of his life. This simple and heartfelt story is executed in Thai Life Insurance’s signature emotional style in order to evoke the desired response in the audience.
As technology rapidly advances and plays an increasingly pivotal role in everyday life, a rift has appeared between family members of different generations. Core values like love and care towards one another are being neglected. “Mother Knows Best” was developed to inspire society to pause and reflect on the fact that, even though technology has improved our lives in many ways, it offers no solutions to the question of caring for other people.