“Forget me not” – Thai Insurance

Thai insurance companies have this tradition of making extraordinarily sad TV spots, which never fail to become the hot topic among everyone’s conversations.

I personally have been moved many times by these insurance adverts, but I always felt that they were too sad, too sentimental, almost pretentious – they became some kind of a game or competition of who can make the saddest advert.

However, this “Forget me not” is a nice and fresh change. Although based on a sad and tragic illness many face in their lifetime, this TV spot is lively and positive, especially with the iconic and positive tune used throughout the spot. It conveys hope. Hope of a better future, a higher quality of life that insurance can guarantee, despite having to face a tragic illness.


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