Seen+Noted: Thai Life sings Que Sera Sera
Ogilvy Bangkok is again tugging at the heart-strings with their latest spot for Thai Life Insurance. This TVC attempts to get the target audience to think about the future, and how unpredictable it can be, while also expressing the essence of the ‘First Step’ life insurance policy of taking care of every life without regard to disabilities.
The story begins with 30 boys and girls aged 5 singing the famous song ‘Que Sera Sera’ at a school concert for their parents. The song is symbolic of the questions children pose to their parents about how their lives will be when they grow up, and the answer from their parents is essentially that the future is unknowable, “Que sera, sera, whatever will be, will be, the future’s not ours to see.
As the story unfolds the audience sees that some of the children sufferfrom varying disabilities. The eye of every child, however, isidentical, brimming with hope and innocence for the future. Theirparents look on, some proudly, others worriedly, but all urging them todo their best. With every passing disability, the chorus now takes on avery different meaning for the audience, “Que sera, sera, whatever willbe, will be, the future’s not ours to see.”
As the TVC ends, the camera focuses on a heavily pregnant motherholding her belly in her hand and the super appears, “First Step LifeInsurance. For whatever will be. Thai life insurance.”
View the spot here:
Credits: Chief Creative Officer: Korn Tepintarapiraksa. ArtDirector: Korn Tepintarapiraksa. Copywriter: Chantanee Pongprayoon,Kulvadee Doksroy. Producer: Yuthapong Varanukrohchoke. ManagementPartner: Phawit Chitrakorn. Communications Director: ChaowalitVichayachakorn. Communication Executive: Praire Vajrabhaya. Head ofStrategic Planning: Vanich Jirasuwankij. Strategic Planner: NuntapornLaoruangroj.