CAST YOUR VOTES: The Hope and Fear of Thailand’s Political Ad Campaigns

As my country stands at a crossroads, we find ourselves surrounded by boundless potential and daunting challenges - the future sure is uncertain. It’s truly in these moments that true leaders are born and a nation's essence is revealed.

This is why the election for Thailand’s new Prime Minister tomorrow is one of the most crucial elections my generation has seen. As we tick the necessary boxes to make sure our voices are heard, our hearts beat with a mix of anticipation and anxiety, fully aware of the profound impact that hangs in the balance.

This election holds the power to reshape the fate of Thailand due to the ongoing clash between two generations sharing this nation. On one side, we have the younger, more progressive?generation who are fighting for a radical change in leadership. On the other, we have the older, more conservative generation - traditionalists who believe firmly in preserving the country they’ve fought for.

Nothing has illustrated this clash between the two generations better than the recent battle between two political parties going head-to-head in the election. In one corner, we have the progressive “Move Forward” party which wants nothing more than to revolutionalize the country. While in the other corner, we have “United Thai Nation”, a party led by one of Thailand’s leading traditionalists, and our current Prime Minister.?

Their weapon of choice? Advertising.?

Last week, both parties posted an ad around the same time, but the sentiments of the two ads couldn’t be more different.?

“Move Forward” posted this:?

This ad is very much a political campaign ad, each member is speaking with a sense of rejection of what has been and enthusiasm for the radical change they could bring to the country they call home. The script is written with each member giving speeches with the energy of presidential rally proportions, talking over the discouraging voiceovers labeling them as "stubborn," "romantic," or dismissing their mission as "risky." It's a motivational, inspirational, and above all, optimistic rollercoaster. “Let’s change Thailand together”, the ad pledges. “Move Forward” wants?you to know, when you mark their name tomorrow, you’ll be voting with hope, not a white flag.?

Refusing to go down without a fight, “United Thai Nation” posted this ad on the same day:?

Unlike the “Move Forward” ad, this ad doesn’t aim to be inspirational or motivational - it has no such lofty aspirations. It kicks off with a snide remark, "Thailand will change," followed by a barrage of statements that sound suspiciously like the promises made by "Move Forward." Each statement is accompanied by scenes depicting the elderly figures of the household being repeatedly disrespected and ignored by their unruly children and grandchildren—almost comical if it wasn’t so cringe.?

In a stunning display of audacity, the ad from "United Thai Nation" chooses to ask a provocative question instead of making promises for the future: "Do you really want Thailand to change?" Because apparently, according to them, embracing change means your kids will transform into poorly-scripted rebels, hell-bent on obliterating everything you hold dear—your country, your ideals, and everything in between. Brace yourself, folks, for the apocalypse of vanishing traditions and values.

I know I said in the beginning that the future sure is uncertain, however, judging from these two ads, Thailand holds two very different futures - one’s beaming with hope while the other is flustered with fear.?

As a Thai copywriter obsessed with advertising, I couldn't resist delving into the performance of these two political ads. Surprisingly, the "United Thai Nation" ad has been generating a whirlwind of attention—both positive and negative—and zero indifference. It's not just about the views, shares, and parodies; it's become the talk of news talk shows. On the other hand, the cheerful "Move Forward" ad, while it may inspire voters, seems to be lacking the same level of reaction on social media feeds and tweets.

I don’t know about you, but as an advertising creative, I see a predicament here.?

In a world bustling with constant ads and messages competing for your consumers’ attention, how far are you willing to go to make sure your ad gets zero indifference??

For “United Thai Nation”, the answer to that is, pretty damn far.?

To be fair, though, their “negative ad” does answer the brief. The ad sets out to persuade voters to reject any radical change. The tool they went with, which is fear, however, is a problematic one.?

What fear has, as opposed to hope, is a tendency to paralyze and restrict. When people are driven by fear, they often become more cautious, hesitant, and inclined to maintain the status quo, leading individuals to resist change and cling to familiar or perceived safe options. For the current leader who’s determined to stay in power, fear was probably what his party’s marketing team called the winning strategy.?

I am a big fan of winning strategies and impactful creative ads that answer their objectives, however, what I don’t admire is irresponsible, ethically-questionable advertising. Because of its blatantly hostile attitude towards an opposing generation, the “United Thai Nation” ad has left me nothing but an unsavory aftertaste with its exaggerated portrayal of a fear-inducing future. In a country where ads and videos can spread as fast as wildfire, this ad does very little to contribute positively to the discourse. Not only that, it exacerbates the deep-seated division between two conflicting ideals, further entrenching the divide that plagues our nation.?

In the realm of political ad campaigns, advertisers should uphold principles of responsibility, surpassing the realm of, say, Unilever commercials. Because whether or not we ad creatives like it, advertising holds immense power, not just to sell products and services, but to shape our collective consciousness and influence our choices. With such influence comes a weighty responsibility, driven by a higher purpose that goes beyond just views and shares.?

In my perspective as an advertising creative, what we hold in our hands, regardless of its size, is akin to a weapon. In capable hands, advertising can serve as a towering symbol of hope, integrity, and inspiration. However, in the wrong hands, well, I suppose that’s what we Thais will find out tomorrow.?

So as my country stands at a crossroads and the future is paved with uncertainty, no matter who everyone votes for tomorrow, I can only dream that none of us will cast our votes with fear, but instead, with hope for a brighter future of the entire nation.?

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