Like the ‘Melody of Life’ that encourages people to value every moment, the new ad targets mothers and especially young women planning to have children in the near future. Ogilvy & Mather Thailand gathered thirty five-year-old schoolchildren to sing the famous Que Sera Sera (or Whatever Will Be, Will Be).
However, the storyline takes a more heartbreaking turn when the camera reveals that some of the children actually suffer from disabilities. On the bright side, these children appear to be happy and hopeful because of the faith their parents have given them.
Children are often asked about the future and what they want to be when they grow up. Unfortunately, the answer is uncertain. As the lyrics of the song said, “Que sera, sera, whatever will be, will be, the future’s not ours to see.”
The project tags onto the recent launch of Thai Life’s ‘First Step’ service. The campaign urges people to start planning for the future early. “The TVC attempts to illustrate the product’s benefit of helping every life to be born on an equal footing, regardless of whether the baby is a genius or disabled,” said the creative team at Ogilvy. Although there are always misfortunes in life, the team said people should always face the problems proudly and try to turn them into opportunities.
Credits:
Project Que Sera Sera
Client Thai Life Insurance Co.
Creative agency Ogilvy & Mather, Bangkok
Chief creative officer Korn Tepintarapiraksa
Art director Korn Tepintarapiraksa
Copywriters Korn Tepintarapiraksa, Chantanee Pongprayoon, Kulvadee Doksroy, Kris Garford Spindler
Agency producer Yuthapong Varanukrohchoke
Production company Phenomena Co.
Director Thanonchai Sornsriwichai
Exposure Television
However, the storyline takes a more heartbreaking turn when the camera reveals that some of the children actually suffer from disabilities. On the bright side, these children appear to be happy and hopeful because of the faith their parents have given them.
Children are often asked about the future and what they want to be when they grow up. Unfortunately, the answer is uncertain. As the lyrics of the song said, “Que sera, sera, whatever will be, will be, the future’s not ours to see.”
The project tags onto the recent launch of Thai Life’s ‘First Step’ service. The campaign urges people to start planning for the future early. “The TVC attempts to illustrate the product’s benefit of helping every life to be born on an equal footing, regardless of whether the baby is a genius or disabled,” said the creative team at Ogilvy. Although there are always misfortunes in life, the team said people should always face the problems proudly and try to turn them into opportunities.
Credits:
Project Que Sera Sera
Client Thai Life Insurance Co.
Creative agency Ogilvy & Mather, Bangkok
Chief creative officer Korn Tepintarapiraksa
Art director Korn Tepintarapiraksa
Copywriters Korn Tepintarapiraksa, Chantanee Pongprayoon, Kulvadee Doksroy, Kris Garford Spindler
Agency producer Yuthapong Varanukrohchoke
Production company Phenomena Co.
Director Thanonchai Sornsriwichai
Exposure Television
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