The “Unsung Hero” of Effective Advertising
https://www.youtube.com/watch?v=uaWA2GbcnJU
Thai Life Insurance’s tear-jerking commercial “The Unsung Hero” perfectly hits each viewer in the emotions. As a young man with almost nothing himself commutes throughout town each day and repeatedly waters a growing plant, helps a struggling street vendor, feeds a stray dog, donates money to a homeless girl’s education, and leaves food at an elderly neighbor’s doorstep, viewers are left tearful at the man’s good deeds — and the commercial’s fantastically effective advertising. The Thai Life Insurance ad is so successful because of its hero storytelling that plays off of our need to nurture, while also selling the unique selling proposition that those who purchase the product will be good samaritans. Ultimately, throughout the three minute ad we viewers are led to believe we will be outstanding, caring citizens if we purchase Thai Life Insurance.
To begin, it is apparent the advertisement is an example of Jungian advertising. The entirety of the ad is a story: a man does good deeds around his city for nothing in return, and his deeds eventually lead to flourishment and success by the ad’s end. The man is the hero of the ad — the sole cause of the advancement around him. As Carl Jung showed us we are greatly influenced by narratives and we ourselves all want to be the heroes of our lives, Thai Life Insurance develops a narrative involving a hero to sell their product. The use of Jungian advertising is perfect because the story leads us to believe that if we purchase Thai Life Insurance, we will be the heroes of our lives, cities, people, and stories around us. Furthermore, the advertisement employs the need-to-nurture appeal to convince viewers. The man’s good deeds are all for weaker things: a dying plant, a weak street vendor, a hungry dog, a homeless girl, and an elderly neighbor. His support of these struggling, defenseless creatures directly targets our need to nurture similar creatures around us. The use of this appeal is so effective in that we are also led to believe that if we purchase Thai Life Insurance, we will be caring for and supporting the little life around us — from dogs to children to our elderly. Lastly, the advertisement sells to us the fact that we will be good, outstanding citizens with the purchase of Thai Life Insurance. Throughout the commercial, the man stands out for his good citizenship helping locals around town, which is the main premise of the advertisement. Of course, anyone who purchases any life insurance will be greatly helping those around them. Still, Thai Life Insurance focuses solely on this to make their product stand out. Viewers perceive that if you purchase Thai Life Insurance, you will be doing amazing deeds for those around you, even though you would be doing the same with any other insurance too.
The “Unsung Hero” ad specifically targets middle-aged men who simply dream of helping others. They are motivated by the struggle around them to assist in other’s lives. The commercial effectively reaches this demographic and psychographic in perfectly embodying such targets in the center of the ad. The ad’s central hero is a middle-aged man. Through his actions, we see he takes great pride in helping others. We see he is motivated to assist in other’s struggling lives. Consequently, middle-aged men with the same ideals watching this ad will see success sprout around him as a result of his amazing actions and immediately be prompted to purchase the product. The ad targets these middle-aged men because they are most in need for the product. With a growing family, aging parents, a new pet, or a move to a new city, Thai Life Insurance would be perfect for them to ensure the safety of and directly care for these new accommodations and additions. These men who assimilate with the central hero of the ad will think, “If he can do such great things for the people in his community, purchasing Thai Life Insurance will do the same for me.” His good deeds almost push resembling men to do what they have not yet.
As a whole, Thai Life Insurance’s “Unsung Hero” ad carries a plethora of beneficial impacts due to the positive messages in the ad. On the surface, sure, such powerful advertising will lead to more purchases of Thai Life Insurance and thus loss will be protected. Moreover, though, the repeated acts of good citizenship displayed throughout the ad send the message to viewers that being a good samaritan is easy yet impactful. The use of Jungian advertising mixed with our need to nurture and USP of being a good samaritan strongly encourages viewers to take such positive steps in our own lives. In viewing the man act out of the kindness of his heart, we are greatly inspired to be the heroes, nurturers, and good samaritans in the real world.
