Thai conglomerate Charoen Pokphand Group celebrates gratitude in emotional 6 minute online film

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By Charlotte McEleny | Asia Editor

September 20, 2018 | 2 min read

Thai advertising has gathered a well-deserved reputation for storytelling and the latest ad by Charoen Pokphand Group (C.P. Group), at six minutes long, is a good example.

Created by Ogilvy Thailand, the ad aims to celebrate a positive Thai quality of gratitude, telling a story of a man caring for his mother.

Supachai Chearavanont, chief executive officer of C.P. Group, said: “Gratitude has always been an integral part of Thai culture. As a Thai business, we wanted to celebrate this unique part of our culture, and the qualities it endears when it comes to how we choose to conduct ourselves in life – and for the C.P. Group – our business”.

The film stars a young man who works as a teacher in a remote Thai village. The story builds around parents complaining about the teacher because he brings his elderly mother to school, arguing it was disrupting their children’s education.

In true emotional fashion, the story leads to a conclusion in which the parents understand that the son is simply showing his gratitude for the years his mother spent looking after him.

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The theme of gratitude has been selected as the company itself feels thankful for its chance to grow from a small seed shop in the 1920s to a company that employs 300,000 people, across agribusiness and food, retail and distribution, and the telecommunications industries.

“This campaign is all about the gratitude we have for all of our consumers, suppliers, and stakeholders that have each played a role in our success. We hope it inspires our younger generations to embrace the values of gratitude, just as it drives us to continue improving our own operations, products, and services for the betterment of people, society, and the economy,” added Chearavanont.

Gratitude by Ogilvy

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