Thailand Post: Mom

My dearest son, please stop punishing yourself because of that one woman. Take a good look at this other woman again. She may not be pretty and slim, but she's always loved and cared for you. Son, try loving her just for once. Love always, Mom.
Good memories you won't get from e-mail.

Advertising Agency: Euro RSCG Flagship, Thailand
Creative Directors: Wiboon Leepakpreeda
Art Directors: Wiboon Leepakpreeda
Copywriters: Passapol Limpisirisan
Photographer: Yin-Yang Bangkok
Agency Producer: Wannaporn Jitsom

22 comments

desailly's picture
desailly
470 pencils

Schmaltz.

Ravages's picture
Ravages
842 pencils

Here's a question. Do they actually expect me to shift from 2GB gmail for this?

Perhaps, re-tooling the strategy would help. Then again, I didn't get the brief, so...

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http://cc-portfolio.blogspot.com
http://www.selectiveamnesia.org
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RAZ21's picture
RAZ21
253 pencils

Quantity is not all that matters when it comes to memories. It's about emotions, about the specific piece of paper and pen and handwriting and the fact that it's something tangible that makes it special. I'm sorry but the feeling i get when i look at a card i made for my mum or dad as a kid doesnt compare to the e-cards I send and receive nowadays..

Ravages's picture
Ravages
842 pencils

I could debate that with you, but not now.
Here's the thing - if you need people to move from email to post, this is not the right strategy, IMO. I mentioned 2GB gmail, because it lets you store emails for as long as you want them - I have an email from a very close friend from over 2 years ago, still in my inbox.

Tell me seriously, would you have waited around for 2-3 days or whatever it took by post for an ad to come your doorway? Isn't AotW popular because it makes all these international ads available to you, here, now, when you want it?

If you think I am shifting goalposts, well, yes, in a way. My point is this - if you want to get people to switch from email to old-fashioned paper mails, emotions are only half the story. Perhaps not even the right half.

Why not talk about a permanent archive? Why not talk of taking a letter from your girlfriend to read in the loo? (PCs don't work well in the loo, would they?) Why not talk of speed? Why not talk of how there's not too much spam on Thai post? Why not talk of becoming friends with the postman?

RK Narayan once wrote a short story about a local postman. I would say the answers to this particular brief is in that story.

I'm sorry for rambling on like this, but seriously, this is not the best example for this category.

elmikel's picture
elmikel
1147 pencils

I'm with you on this RAZ21.

MarceloG's picture
MarceloG
820 pencils

Raz21, I could'nt agree more. There is nothing more touching than a letter. No way an e-mail will ever be as touching as someones letters on a piece of paper. Maybe its because I'm a copywriter, but I love letters!
______________
In God I trust

RAZ21's picture
RAZ21
253 pencils

Glad you guys agree :-)

If elmikel was a copywriter too (as you and as me) then I would say that the fact that we are copywriters and the fact that we liked the ads are somehow connected:-PPP

Ravages's picture
Ravages
842 pencils

Unfortunately for your analogy, I am a copywriter too. And, I love words too. But I still don't think this ad works for the brief.

Would the folks who worked on this brief either prove me wrong or well, prove me right?

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

RAZ21, I can't believe he talked about storage, memory (the "other" kind) and speed of email in responce to your comment. He's COMPLETELY missing the point of what you had to say as well as the whole ad campaign in question.
They've positioned letter-writing against today's IM culture as the way to get back to how we all used to communicate, how we used to feel from reading a message on a piece of paper, how we expressed our feelings through types of paper, handwriting, etc. I'm sure he's going to come back and tellus "oh, but there are hundreds of thousands of different fonts that are available these days!"...

I'm a pack rat. I keep everything. There are whole boxes of ancient letters from God knows when. I still have the first letter I got from my (bio) mom after my parents got divorced when I was still very young. There's an ink blot smearing one of the words in it. She was crying at the time she wrote it. It was her teardrop.
I still have an old letter from my high school sweetheart. Of course, we got separated after graduation when we went to different colleges. She sprayed her favorite perfume on it. And after all these years (not two, not three but twenty years!), I can still smell a very faint trace of scent on it. And it just makes me weak in the knees. And I get so emotional reading it... (she just could've been the ONE) And of course, I still have that job offer letter from my very first employer "framed" to this day (how sad is that?). That was from now-defunct Bozell/NY, for those curious-minded.

The strategy here might feel a tad trite and expected. But it certainly is a very valid one (and quite effective). And I
think no one can debate that point. You can bend and twist your argument around any way you want, but I don't think you'll probably be able to convince very many...

I'm totally with RAZ21 on this one.

RAZ21's picture
RAZ21
253 pencils

wow... emotions flying all over the place...jet propulsion lab!

that was one of the most touching comments i've ever read on aofw.:-)

You guys: has anyone noticed how this campaign has got us all (expect perhaps for ravages but i'm sure we'll turn his mind around hehe :-PPP) emotional and how it has gotten us to go back to the memory lane we surely all have?? doesn't the fact that it made us all think about OUR memories and feelings make it a successful campaign?

I'm a pack rat myself and I already have the urge to go through my boxes and see all the stuff i've kept.

Call me anything you like but i believe this campaign no matter how predictable or naive it may seem to some of us, gets to the point.

MarceloG's picture
MarceloG
820 pencils

That's it. It just got all of us in a different feeling. Letters are, unfortunatelly, so incommun nowadays, that when we see it it's just very good. I think that already makes this a very successful campaign. It shows really well the differences between letters and e-mails. Wich are pretty different, by the way.
______________
In God I trust

A. J. SMITH's picture
A. J. SMITH
2834 pencils

Bloody hell! Thats was a very touching comment to read!

To this day I have kept a shoe box with all the little letters and notes my high school sweetheart left me at my parents house, I entirely agree with how much more personal a letter can be.

We split up when we both went off to different uni's, 9 years ago now. And I still have them.

-----------------------------
It's only an ad.

Ravages's picture
Ravages
842 pencils

@Cello:

What's stopping you from writing a long, wordy email to your mom?

MarceloG's picture
MarceloG
820 pencils

Good that you mentioned my mom. She lives in US, with the rest of my family. I live here in Brazil. We do speak by phone usually and by e-mail. But there is nothing like receiving a letter from them, or vice-versa (the other way around, if such expression is not common in English). The letter is a lot more touching, because, in first place, it's almost not common any more It brings us to that delicious and romantic nostalgia.
Second, because of the handwriting. Third, many other things that I am not able to express, but that make it very special.
______________
In God I trust

A. J. SMITH's picture
A. J. SMITH
2834 pencils

Soppy but I love it.

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It's only an ad.

jungleraven's picture
jungleraven
291 pencils

lovely. nice art too.

Ravages's picture
Ravages
842 pencils

Just to clarify a point (which I am sure none of you are going to buy), the reason why I mentioned Gmail's 2 GB inbox size is that you can store an email you get for a long time, and go back to it after a time and relive all the memories.

Here's the thing: just because email was invented late doesn't mean snail-mail has monopoly on nostalgia.

My point, right from the first is, if you need to sell snail-mail, and get people to switch from email, you need to look at other ways.

C

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http://cc-portfolio.blogspot.com
http://www.selectiveamnesia.org
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theredm's picture
theredm
252 pencils

I'm sorry but I totally disagree. Emotions are not held in ones and zeroes. You can't tell anything about my current emotional state by reading into the variances of my typing skills. But, if I were to write you a letter with the same content verbatim, you might be able to tell through my handwriting that I may have had a bit too much coffee when I wrote the message, or that I was stressed and in a hurry, etc.

I don't think the agency is trying to prove anything in the delivery method or filtration of spam from snail mail, but more in the sense that a handcrafted letter holds much more emotion and personality than type. I (along with most people, hopefully) don't relive memories from digital files.

RAZ21's picture
RAZ21
253 pencils

Beautifully stated, theredm.

I think what all of us who find this campaign good are trying to say is this:it's a fact that the practical benefits of snail mail are outweighed by the email's benefits. So if the agency went down that road they would only end up with a forced campaign. This is probably why they go straight to the emotional route, they try to hit on emotional chordes to make their point come across. And they succeed. For all the reasons we already mentioned.

Even the yellowish signs of time that stay on a paper make it more precious...

Ravages's picture
Ravages
842 pencils

Oh well!

Let me state one more tiny point and get the hell out of this thread.
Just because email was invented late doesn't mean snail-mail has monopoly on nostalgia.

--
http://cc-portfolio.blogspot.com
http://www.selectiveamnesia.org
http://www.flickr.com/photos/ravages

cyrusmuller's picture
cyrusmuller
12 pencils

Bravo for a campaign like this. An email can never compare to a handwritten note or letter or card. Nice one mates

Guest's picture
Guest

Excellent campaign . great idea and execution to the thai team. marvellous .

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