Ogilvy Thailand creates 6-minute film exploring gratitude in Thai culture
Ogilvy Thailand has created a six-minute film for Thailand’s largest private company, Charoen Pokphand Group, as the brand looks to explore one of the country’s key behavioural traits – gratitude.
The movie, which tells the story of a young teacher and his mother in a remote Thai village, kicks off a brand campaign for CP Group, aptly called Gratitude.
The work is designed as a ‘thank you’ to the people who have contributed to the company’s success since its founding in 1921, its chief executive Supachai Chearavanont said.
“Gratitude has always been an integral part of Thai culture. As a Thai business, we wanted to celebrate this unique part of our culture, and the qualities it endears when it comes to how we choose to conduct ourselves in life – and for the C.P. Group – our business,” he said.
Chearavanont added that the campaign “is all about the gratitude we have for all of our consumers, suppliers, and stakeholders that have each played a role in our success”.
What tosh. The CP group [Edited under Mumbrella’s community guidelines]. Here’s the link:
https://www.theguardian.com/global-development/2014/jun/10/supermarket-prawns-thailand-produced-slave-labour
ReplyNot bothered. Why not? Because no-one is going to sit through six minutes of generic messaging. Yet another ad made for other agencies rather than people and – cringe – stakeholders.
ReplyIs this meant to [Edited under Mumbrella’s community guidelines]? Cos it’s just 6 minutes of melodrama without anything really heartwarming.
ReplyBest son in the world.
ReplyI remember once in my mums early ALZHEIMER’S.
Probability mid 2013.
Those days she was still mobile
Still quite able and active
She could still walk around
And she’d even listen to me , follow me around if I asked her,
unlike nowadays.
I’d taken her to hospital
And while I was trying to get an appointment with the doctor and get the slip made at the reception
I’d told my mum to sit down in the lounge and wait for me
By the time I finished getting the slip made
And I turned to look for her
I found she was MISSING
And I was filled with this crazy gut wrenching TERROR within me
Because I knew my mother had no memory of who she was and how to find her way home
I felt as if I was DYING
Because I knew I’d never be able to FORGIVE myself
I could imagine my Mother getting lost in this crazy uncaring world
Unable to fend for herself
And her Alzheimer’s TERROR overtaking her
I panicked and started running all over the place
This way , that way …. inside, outside
And then when I didn’t find her
I returned to where I’d left her
And found her sitting there patiently
And when she saw me she smiled at me trustingly
I realised I’d looked at the wrong place the first time
And I’d instantly panicked
Because Alzheimer’s is like that
You start fearing the worst all the Time
You’ve heard the Crazy Nightmare stories of parents walking away
Getting lost. Never to be found.
And you’re always on the edge.
Today my mother is getting more and more bedridden
She’s now not able to even make it to the bathroom
She’s now on adult diapers
She’s also now in total rebellion
She doesn’t eat
She doesn’t bathe
She starts screaming if you ask her to even get up from bed
So, is it gratitude?
Is it gratitude which is making me look after her?
Gratitude of a son to his mother?
Is it that which makes me look after her?
I think not.
It’s just a tired sense of duty.
A sense of doing a job.
It’s just a sense of doing the right thing.
Of no way out.
Because I know I can’t walk away
and then carry on living myself.
There are something’s you just can’t do.
That would be worse than death.
So I guess it’s just default behaviour.
You’re stuck to a job
And you’ve stopped thinking.
Day after day
Night after night.
I’d visited the Neurologist last week.
The Neurologist told me , in a matter of fact way, that this is part of the illness
She says her mood will change
Right now there is still anger and rebellion
After a while she says there’ll be just silence
Anyway , she changed her med from Donepezil to Adamenta …. she says Donepezil works for mild to middle Alzheimer’s, Adamenta for extreme…
She however says that Adamenta
won’t change much in her slow descent into her final stage
She also tells me I now also need to consult a psychiatrist
Who’ll probably put her onto behaviour changing chemicals
Just to make her behaviour more easier for me to handle
No.
Gratitude is very very far away from me right now.
It’s just a job I’m doing .
And it’s 24/7.
And there are no holidays
Except those moments when I don’t care
And go for a swim or go meet a friend…
I’m even planning on driving up to Ranikhet
( but first I need to train my Maids.
Now I keep one for the day and one for the night.
If something happens to her in my absence
I truly don’t care….
Fuck it.
I’ll live with that.
Let’s see.
I’ve a feeling I may not be able to go up to Ranikhhet anymore
But I can still dream on, I guess.
Anyway
when I saw this TV commercial
I did tear up.
As I remembered that time at the hospital
When my mum was still mobile enough to actually be able to walk away and be lost.
But no.
There’s no gratitude or such shit left in me anymore.
Not right now at least.
It’s just a fucking job.
And yet I did tear up.
When I saw that commercial
Of a son and his mother.
Because we sons.
We’re born to love our mothers.
That umbilical cord never does get cut.
( I love my dad equally, probably even more, but he doesn’t give me trouble like my mum…. he’s a true soldier and is kind and generous and doesn’t demand much or trouble me at all)
But I do dream of the time when I’ll be free
Up in my mountain
Probably then I think I’ll feel the gratitude
ReplyGratitude to myself
That I didn’t give up on her
And that I didn’t give up on myself.
Especially on what makes me ME.
🙏🏻🙏🏻🙏🏻
ReplyDont give up. Be strong . Heaven is at your mothers feet .
ReplyPlease don’t give, do your best and give utmost patience for her,
Replyyou will never regret.
You have expressed your inner feelings truthfully. Continue to perform your duty as a son. Show the love your mum has given to you all those years. All these “job” will make you a greater man. Thats is the way God choose to train you into a great soldier in life!
ReplyWhat you having or doing right now is what I’ve dream to do should my Mum make it out of the hospital, I will take care of her with all my heart & will, but she did not make it. She died on the one week after admission.
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