Cute children (an almost universal attention magnet) are used as a metaphor for costly lost (wasted) energy in BBDO Bangkok’s quirky commercial for Samsung Electronics’ SmartThings app. The app offers Thai consumers an intelligent way to cut back on electricity bills, with its AI Energy (Saving) Mode. The children bring attention to this fact for adults.

The surreal hero film, Don’t Lose What AI Can Save, directed by Early Bird Film director, Jatuphong Rungrueangdechaphat, is set in a Lost and Found department. Three children, each named “Bill” – a nod to Thai slang, where banknotes are called “Bank” – share how they got lost. One mum left the fridge open, another dozed off in front of the TV, the third forgot to turn off the air conditioner.

“In this economic climate, even small savings go a long way,” stated Warunyoo Sorasetsakoon, group creative director, BBDO Bangkok. “SmartThings gives Thai households the power to stop silent energy loss—because 6,922 baht per year is too much to let slip away.”

Credits
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Group Creative Director: Warunyoo Sorasetsakoon
Creative Group Head/ Art Director: Phanus Sobsamai
Art Director: Pettada Srisook
Copywriter: Panupong Nakju
Group Account Director: Potjanin de Souza
Account Director: Chayanee Chan-aem
Account Executive: Monrada Umpornsithikul
Head of Strategy: Prasit Kunanuphanchai
Planner: Kan Tanarattananon
Producer: Toungrak Jiravatanarungsri
Project Manager: Autcharawan Laohachataroop

Production: Early Bird Film
Director: Jatuphong Rungrueangdechaphat