MOTHER KNOWS BEST

Short List
TitleMOTHER KNOWS BEST
BrandTHAI LIFE INSURANCE PUBLIC COMPANY LIMITED
Product / ServiceTHAI LIFE INSURANCE
CategoryB09. Consumer Services / Business to Business
EntrantOGILVY 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

Credits

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

Write a short summary of what happens in the film

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.

Cultural/Context information for the jury

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.

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