The public image: TMB
By Tim Johnston
Published: April 4 2011 22:47 | Last updated: April 4 2011 22:47
Agency: Leo Burnett and Arc Worldwide
Most Thai television advertising is not subtle: a line of winsome young women, preferably dancing, seems to be the preferred solution to selling everything from chocolates to coffee.
Which is possibly why a recent campaign by TMB – formerly Thai Military Bank – has made such an impact. TMB has launched a series of four TV ads recounting the true story of the foundation of Panyee Football Club on a tiny island with so little flat land that they had to build a floating mini pitch out of driftwood before going on to become one of the country’s most successful amateur teams.
The ads, which were shot by Australian director Matt Devine using locals from Panyee Island, are a feel-good mixture of humour and inspiration. Each mini-episode ends with a challenge faced by the team and the question “What would you do?” before flashing up the TMB tagline.
Paradai Theerathada, who commissioned the ads for TMB, says the bank could not have opted for a more conventional campaign because of its traditional tagline. “Our brand is ‘Make the difference’ so we couldn’t go with the status quo,” he explains.
The unwritten subscript is of the underdogs – TMB is Thailand’s sixth-largest bank – using ingenuity and hard work to overcome the challenges of their situation, and on those grounds it succeeds triumphantly.
Copyright The Financial Times Limited 2011.