Using Fear, Love, and A Sad Story

This Thai life insurance ad illustrates a sad story of a father who longs to have more time with his son, who wants to be alive to be with his son and support him. The ad opens with a shot of the fathers watch, then several scenes of the father and son are shown from when the son was very young. Gradually, we see time progress as we see shots of the father and son spending time together as they both get older. Then we see the father driving to his son's concert performance when he gets into a fatal car accident. The music through out the ad sounds sad and dramatic. Throughout the ad the father and son were spending time together, laughing and having a good time although at times we saw the father not supporting his son and yelling at him when it came to things like his interest in music. The life insurance company is targeting parents and telling them that they should get this life insurance to protect their families. The reappearing watch on the father's wrist signifies time and how the father wishes he had more time to spend with his son. They are trying to show that although he wants more time with his son, as all parents do, it's not possible to have an infinite amount of time so you should be prepared and keep your family secure. Also, they use fear to get parents to feel insecure and scared about the future of their children.