TAT revives memories of amazing Thai culture in latest TVC

Working with creative agency McCann Worldgroup, Tourism Authority of Thailand (TAT) continues to work on its long-running ‘Amazing Thailand’ theme. The 60- and 30-seconds TV commercial merges the traditional culture of Thailand and the modern landscape.

Titled ‘Remember’, the commercial is set in a typically busy downtown area of a big city and starts with a businessman going through his routine commute. Despite the obvious rush of people and traffic around him, the executive is lulled by the memories of Thailand: scenes of elephants walking across a public park, a floating market replacing busy city roads, a giant statue standing tall among office buildings, and Songkran Festival at a busy intersection.

The line between his memory and reality crosses when he is splashed with water by a gracious Thai lady. “Amazing Thailand; just as amazing as you remember,” fades in to sum up the message.

“In our new TAT commercial, we wanted to show the viewers that a vacation in Thailand will last longer than a vacation elsewhere, because of all the amazing places and memories they will take back with them after a visit here,” said Martin Lee, chief creative officer of McCann Worldgroup Thailand.

This television ad is airing to international viewers via CNN, National Geographic, Fox and Star.

In July, TAT has also launched a 'Hug Thailand' campaign to promote domestic travel in the country.



Credits:
Project Remember
Client Tourism Authority of Thailand
Creative agency McCann Worldgroup Thailand
Chief creative officer Martin Lee
Creative director Theerapol Koomsorn
Production company The Shood
Exposure Television