Great creative or a step too far in the leveraging of human emotions? Thai Life Insurance Commercial [video]

So this advert is going somewhat viral. Have a look and see what you think. It’s highly evocative to say the least, but I find it too much. I’m not sure I feel comfortable with brands leveraging human emotions of sadness to this extent, I’d rather focus on positive messaging and the benefits of a brand as oppose to what consumers are missing out on without the given product/service. It’s clearly a powerful advert but part of me just doesn’t feel comfortable with it, it makes me feel cynical about the brand – that it’s being highly manipulative and disingenuous. I’m all for brands trying to be appear more human but this is too much for me….But what do you think?

2 thoughts on “Great creative or a step too far in the leveraging of human emotions? Thai Life Insurance Commercial [video]

  1. Tendai Chetse

    Whilst cultural influences must be taken into account I think leveraging emotions crosses basic human lines going beyond culture. At the end of the day we are all human. There are just some things which touch every normal human being the same way. I think this ad is a step too far for that reason and also because I think its the “easy way out” in the sense that it does nothing to say why the product is of good quality and adds direct value to the individual. Highly emotive, but not creative in my opinion.

    Reply
    1. joshfeldberg Post author

      Hi Tendai

      Thanks a lot for your comment. Much appreciated. Glad I’m not the only one that thinks this advert goes that bit too far. Also agree it’s not actually that creative.

      Reply

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