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September 12, 2008

"Ad-ding" It All Up: Identifying the Thai Advertising Industry's Success Drivers

Richmond Ezer Escolar shows how Thailand's unique history, culture, refined aesthetics and cost advantages make it one of the most attractive locations in the world for advertising.


A beautiful teenage girl walks into a palatial mansion. She looks around, bewildered by her ornate surroundings. Her simple peasant dress sways gracefully as she makes her way to the grand hall. Two women suddenly enter the frame, visibly peeved at the intrusion. One of them approaches her and attempts to push her out the door. In the commotion, our heroine's headscarf comes off, with her hair flowing gracefully in a magnificent hair shot that highlights the hair's shine and smoothness.

The whole commercial for Rejoice Shampoo's new Collagen Treatment Shampoo is filmed beautifully, with all the requisite visual and sound effects befitting one of Asia's leading shampoo brands. Procter & Gamble (P&G), the makers of Rejoice, airs the commercial heavily in the Philippines. If you were watching this commercial in Manila, you would have assumed that it was produced in the Philippines, because the actresses all looked Filipino and spoke in Tagalog. But show this commercial to someone from Bangkok, and he or she would immediately recognize that the lead actress is none other than Arachamon, one of Thailand's up-and-coming young stars. P&G actually shot and produced the whole commercial in Thailand - and for good reason.

Thailand stands out as Asia's hub for creative advertising. The 2007 Gunn Report, an annual publication that cumulates the results of more than 60 advertising awards shows all over the world, ranked Thailand No. 4 overall in the number of awards won, its highest finish ever, after placing No. 6 in 2005 and No. 5 in 2006. Thailand is also home to the commercial director with the most director's awards in the world and the commercial production company with the second-most production awards in the world.

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Richmond Escolar

""Ad-ding" It All Up: Identifying the Thai Advertising Industry's Success Drivers"

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