The Thai Health Promotion Foundation and Ogilvy Thailand’s Aging Well: Preparation Before 40, is an interesting PSA. It plays into the stereotype of aging as something dire, something to be feared. But ultimately its message is good – albeit the delivery glows darkly with age prejudice. The campaign highlights how everyday lifestyle choices profoundly shape the way people age. Preparation for aging well begins long before our later years – ideally before 40.

The campaign film, directed by Suthon Petchsuwan of Mum Films, uses dark humour – and fear of aging – to promote healthy lifestyle options that stave off the “horror” of being old – aka the Youth Sucker Beast.

Could it be less damning of aging? Possibly. Will it do its job? Probably.

Credits
Client: Thai Health Promotion Foundation
Agency: Ogilvy Thailand
Group Creative Director & Copywriter: Skon Khanawuthikarn
Art Director: Tammaporn Sanguanpak
Group Business Director: Niwat Rungruangworawat
Senior Account Director: Thanida Susantud
Account Associate: Sarisa Kanchanakul
Agency Producer: Gail-walin Munkongsupaleark
Project Manager: Atchara Hirannawakun

Production Company: Mum Films
Director: Suthon Petchsuwan

Executive Producer: Pattarajitr Trakarnkate
Producer: Mintar Lekdee
Assistant Director: Chairat Piriyawattanakul
DOP: Worawoot Sukasem


Post Producer: Kritsana Thaweesang

Assistant Post Producers: Juntapon Wiriya, Sirin Hongvaleerat

Editor: Dechmongkol Prasertsit
Colourist: Tuchtram Thientawach

VTR: Tanawich Kochchaprom

CGI & VFX: Kithanin Sirahthanunnon

Sound Production: Munich D Co., Ltd