Heartwarming ‘The First Touch’ Campaign Film in Thailand Goes Viral Over the Holidays

Thailand Telecommunications brand, dtac, last month launched a touching campaign film called the ‘The First Touch’ in partnership with BBDO Bangkok to promote its 5G offerings

The 2:45 film, directed by Pagorn Jungrungruang, features a young married couple in a long-distance relationship and the promise from the husband, who has been working abroad, that the couple will be together when their child is born. However, due to unforeseen circumstances and a force of nature, when the big day comes, it is impossible for him to be there for the birth of his child.

After it was launched, the film garnered over 4 million YouTube views within 24 hours and reached 16 million YouTube views within three days. It now has over 31 million views and counting.

“dtac wants to demonstrate how 5G can connect what matters most with a whole range of new and potential experiences that will potentially enrich and empower our lives; we can see this exemplified in our film and how the technology helped make a real human connection at another level possible,” said Anuwat Nitipanont, BBDO Bangkok, CCO.

Credits

Client: dtac
Agency: BBDO Bangkok
Chief Creative Officer: Anuwat Nitipanont
Creative Director: Nopharit Dusadeedumkoeng
Creative Group Head: Annop Khunwong
Copywriter: Ratanaparn Songsermsawad
Group Account Director: Piya Chongmonkhong
Producer: Toungrak Jiravatanarungsri
Production company: Wakeup rabbit
Director: Pagorn Jungrungruang