ELE: ELE

Credits & Description:

Brand ELE THAILAND CO.,LTD
Entrant LOBSTER & CO COMPANY.,LTD. BANGKOK
LOBSTER & CO COMPANY.,LTD. Bangkok, Thailand Entrant Company
LOBSTER & CO COMPANY.,LTD. Bangkok, Thailand Idea Creation
Bongkochatorn Naksawat lobster&co Co.,Ltd Creative Director/Art Director/Copywriter
Pakkapan Pho-oblek lobster & co Co.,Ltd Art Director
Entry Summary
In Thailand, there are emerging of new skincare brands. Online advertising competition is stronger than ever.
Thais are very short-attention as they can skip through all the ads but they love humour.
ele break the rules of conservative skincare ads by using Thai humour to distinguish from hundreds of online skincare product ads and catch the viewers’ attention right at first sight.
Brief Explanation
Time changes, everything changes. From young to old. Even love promise changes.
The first part is comparing the look of friends of the same age from past to present by using the “rhythmic dance” to a Thai oldie hit song “Your Heart My Heart”. The song is about a man’s forever love promise to his woman. Even if the world broke down, he would still love her. However, as time passes by in the ad, everyone becomes old except one of his wife’s friend. Hence, the man loses to this lady’s unchanged beauty and fall for her.
The next part, through Thai humour, is to emphasis on the product name in a new way by showing the “behind-the-scene” fierce argument on product name between the product owner and the creative team.