All Thai people have the agricultural spirit

Y&RBangkok.jpgY&R Thailand has resisted the usual in a new corporate branding campaign for agricultural machinery manufacturer Siam Kubota Corporation.

In a category that normally focuses on functionality and product attributes, the new campaign tells the real-life story of Dr Pongdit - a surgeon and former hospital director, who left behind his prestigious medical career to become an agriculturalist. Targetting not only Kubota users and dealers, this insightful story sought to connect with the general public, igniting Thai pride in their agricultural heritage.

Entitled 'The Agricultural Spirit', the 60-second television commercial starts with Dr Pongdit as a young man, "I made a decision without any ideology," says his voice-over, "It came from my ancestral lineage, to help me realize what my vocation should be."

As happy children play in the fields, the doctor's voice-over says, "I choose to make my land come alive, and I choose to stand beside my agricultural friends," as he and his fellow farm-workers battle the elements to protect their sapling trees from a torrential storm.

The TVC concludes with, "Kubota strives to develop both technology and knowledge for agriculture to be the force driving every agricultural spirit." Followed by the on-screen tagline Kubota, Driving Thai Agriculture.

This brand communication idea and the overall brand architecture were the result of Y&R Thailand having worked closely with Siam Kubota - starting with brand building workshop to auditing Siam Kubota work functions.

Oliver Kittipong Veerataecha, Vice President, Director of Strategy, Y&R Thailand said, "Kubota's new campaign revitalizes its image by moving away from function driven, product focused approach toward establishing a value based emotional connection. Dr Pongdit's heartwarming true story taps into the strong sense of national pride in Thailand's agricultural heritage, stretching the brand relevancy not only to the users but also wider brand's stakeholders and public as a whole."

The advertising strategy is to elucidate the importance of agriculture that has embraced Thai society for a long time. All Thai people have the agricultural spirit, even though they follow other careers their hearts yearn to being an agriculturalist. If only people do have the agricultural spirit, Siam Kubota will be their driving force to fulfil those for their achievement.

Credits Chief Creative Officer: Trong Tantivejakul. Copywriter: Nuwadee Ketruangroch. Art Director: Arayanan Makchoo. AMD/Planners: Tida Vibulvanich, Rattanawadee Lertviriyavanich, Niti Tantigate. Social Media: Siam Kubota Corporation. Director: Surasawadee ChueaChat. Production House: The Film Factory. Post Production: Octane.

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