By THE NATION
The ad conveys the message of “Your Everyday Progress”, and was directed by Tor Phenomena, an advertising film director. The ad showcases Thanachart Bank workers’ efforts to facilitate customers’ progress toward their goals.
The video was launched on July 11 as viewers watched a new video ad from the bank, entitled “Progress”. This aired for an hour on 3,000 LED screens nationwide in main department stores such as Siam Paragon, The Emporium, The EmQuartier and outdoor video screens at major intersections in every province, in addition to screen at BTS and MRT stations.
The concept “Your Everyday Progress” is to reinforce the Thanachart Bank’s mission to develop and empower customers to make progress” and achieve their goals, with products and services catered to customer needs’ throughout the financial journey.
Praphan anupongongarch, chief executive officer and president of Thanachart Bank Public Company Limited, said that the era of technological advancements has provided customers with greater convenience and speed for access to financial products and services.
“We believe that a little step every day will lead to a big step forward. Thanachart Bank’s primary step today is a determined push to make customers progress every day and help them reach their goal with the fullest ability from our products, services, and staff,” said Praphan.
The film “Progress,” directed by commercial film director, Thanonchai Sornsriwichai aka Tor Phenomena, delivers Thanachart Bank’s message of “Your Everyday Progress” using real insights and situations in which Thanachart Bank has helped customers.
“The ad tells an emotive story signifying human life and empathy that necessitates a push to conquer hardships and move forward,” Tor said.
“The most extraordinary thing about this production is Thanachart Bank's courage to take a different approach by welcoming new perspectives and delivering strong messages of employees’ solemnity at its highest. The bank worker’s character looks tough and unfriendly, in in a way that other brands don't dare to go for. The reason behind is that this person has been with you throughout life's stages and always be supportive but at the same time, can pick you up and make a strong push to get you started. Every step taken is taken together in the journey. Small progress every day will be lead us to success.”