Background

COCKTAIL is a famous band in Thailand, one of top 3 most famous musicians here and definitely the longest standing one (almost 20 years). One of the reasons they’re so popular is because they always explore and provoke social topics and discussions with their music and interpretation. “Ordinary” is a sad love song. More than that, it also questions how media normalises abusive relationships’ with women being victims, making it seems at times so reasonable and ordinary. Especially in Southeast Asia, to the point that a lot of women themselves think it’s okay to be in a 'sad love story' (abusive relationship).

Describe the creative idea

Don’t let the norm drown out your own self.

Describe the strategy

More than just another love song, the MV raises the issue of abusive relationships and normalisation of victims (even by themselves).

Describe the execution

Through conceptual visuals and storytelling, the MV follows a woman’s journey of not being able to control her own fate, contrasted with strong, probing music and lyrics to question the issue.

Describe the outcome

The MV raised a lot of discussions online, among young Thai women and the public in general, as more and more people are tired of the oppressive portrayal of women in relationships in the media. It reached over 10MM views online, with thousands of shares.