Siam Kubota ignites pride in Thai agricultural heritage

Y&R Thailand said campaigns in the agricultural machinery category normally focus on functionality and product attributes. In a move away from that, the agency said it was keen to take a different approach and show the importance of agriculture in Thai society, instead.

The 60-second TVC tells the real-life story of Dr Pongdit, a surgeon and former hospital director who traded in his medical career to become an agriculturalist.

The voice over says, “I made a decision without any ideology. It came from my ancestral lineage, to help me realise what my vocation should be. I choose to make my land come alive, and I choose to stand beside my agricultural friends.”

Oliver Kittipong Veerataecha, VP, director of strategy, said the campaign revitalises Siam Kubota’s image by moving away from a product-centric approach toward establishing an emotional connection.

He said, “Dr Pongdit’s heartwarming true story taps into the strong sense of national pride in Thailand’s agricultural heritage, stretching the brand relevancy not only to the users but also to the wider brand's stakeholders and public as a whole.”