A TV commercial by Thai Life Insurance featuring blockchain, quantum computing, and the Internet of Things (IoT) won an award at the 2019 Cannes Lions International Festival of Creativity held in France, bringing emerging technologies to mainstream audiences.
The three-minute commercial commissioned by the insurance company shows a mother trying to get her son to eat dinner. In the ensuing argument, the son asks if his mother knows anything about blockchain, quantum computers, or IoT and recites his knowledge of these technologies to get the intellectual upper hand.
According to the English subtitles provided, the boy says, “Blockchain is a distributed, non-centralised database. As for Quantum computers, it’s an emergent technology that harnesses the quantum state of atoms instead of traditional transistors to do calculations. What a normal computer takes 1,000 years to solve, a Quantum computer can do in just 3 minutes.”
The mother, emotionally distraught, replies with her knowledge of him, fulfilling the old adage, ‘Mother knows best’.
“All I know is that you’re lactose intolerant. That when you were two months old, you suffered a seizure. That when thunder rolls in, you tense up and have difficulty breathing,” she says.
The mother then speaks of the sacrifices she must make for his education. The son gives in to her emotional appeals, and the two have dinner together.
The commercial was produced by renown advertising agency Ogilvy Bangkok and won the bronze award in its category at Cannes.
The award ceremony organized annually is the biggest advertising award in the world. Ad agencies will often submit commercials with creative potential for the opportunity to win international acclaim.
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