Okay, it’s a nice spot. Don’t hate me.

I saw this Thai insurance spot from Cannes and thought it was worth sharing. (By the way, hope you didn’t come here for Cannes coverage because others did a waaaay better job than I did.) It’s really more a short film than anything, but it’s touching. Sure, some of it feels a little too melodramatic, but you forgive that because the individual stories draw you in. The common non-linear start thing-technique at the top leads to a nice payoff at the end.

Films like this, whether for a TV spot or embedded as part of a microsite, have an emotional impact that “really fucking cool” interactive gaming sites* will never have. An adrenaline rush or cool vibe is one thing—an emotional reaction is another. (You could argue that how you get to that brand connection doesn’t matter, just as long as you get there, but I disagree. I can get to a brand emotionally with a cheap trick or stunt just as easily; I just don’t always choose to.)

But this brings up a topic related to Jeff Goodby’s Ad Age column on awards better left for the next post, suffice to say, any agency should be doing these kind of stories. Just because you’re not a major shop doesn’t mean you should avoid trying something this compelling.

*Don’t even start. I love “really fucking cool” interactive gaming sites as much as anyone. I’m just saying, there’s more than one way “into” a brand story.