While I applaud the message of this Family Network Foundation campaign, which reminds you to care for and pay attention to your parents, what the hell is up with the art direction?
The Thai campaign encourages you to care more for your parents and "Don't make your parents jealous of your other loved ones." And while the idea of treating them as a pet is pretty good, the execution is weak and shocking (in a bad way). Did they have to depict them as dogs on a leash (complete with a Dad & Mom tags on the collar) being pampered and taken care of?
Awfully created by Panomporn Ishikawa and Teera Pichienpak for V2power ad agency, Bangkok with photography by Navaratana Donkort and
retouching by Yothin Watthanasin.
Parents as Dogs
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