Samsung Thailand marks Father’s Day with a quietly powerful film from Choojai & Friends
Samsung Thailand has taken an unexpectedly understated approach to this year’s National Father’s Day, releasing an emotional new film that has quickly struck a chord across Thai social media.
Created by Thai boutique creative agency Choojai & Friends and directed by Teerapol Suneta of Suneta House Bangkok, the film avoids the usual product-driven messaging. Instead, it focuses squarely on the unseen weight many fathers carry and the simple encouragement that keeps them going.
The campaign paints a cinematic, almost poetic portrait of fatigue, disappointment and perseverance. Through carefully crafted visuals and an original song, the story unfolds without a single line of dialogue. The quiet approach has amplified the emotional resonance, with viewers praising its authenticity and sharing it widely across platforms.
The message from the film is while fathers often shoulder hardships silently, what sustains them most is love and understanding from their families.
Samsung Thailand hopes the campaign becomes more than a piece of communication – positioning it as a bridge for children and families to express affection and appreciation on December 5, one of the most meaningful days on the Thai calendar.
Client : Samsung Thailand
Creative Agency : CHOOJAI & FRIENDS
Creative Director : Phairat Uaphadunglert Associate Creative Director : Chavanon Tantisiriseranee Art Director : Pongpitch Pongpiriyakarn, Phairat Uaphadunglert Copywriter : Chavanon Tantisiriseranee, Rojjanun Ronasen Account Manager : Naruporn Kalayanalarp Account Director : Oracha Chinsawatpun
Agency Producer : Chainarong Wattanathanaku
Production House : Suneta House
Director : Teerapol Suneta (Ae)
Assistant Director : Kittikhun Jongkraiwut (Best)
Producer : Chanapa Ployarunrung (Jote)
Production Manager: Warawan Laksanarom (Fame)
Cinematographer : Chalongwut Chorruangsak (Joe)
Gaffer : Phongthep Phusawang (Toei)
Art Director : Pornchai Cheeranoon (Aof)
Prop Master : Phiphat Yotcharoenkit (Dodo)
Casting : Narissara Makmane (Por)
Stylist : Puntip Jai-Ngam (Punpun)
Location : Jirawat Santaratchai (Oh)
Editor : Sarawut Kaweethammawong (Lar)
Telecine : Nattacha Khajornkiatsakul (On)
VTR : (Positive4) : Thannawit Jiasuppibul (Mek) , Somjaet Jiwkrang (Major)
Sound Mix : (Sound Space) Danai Suthamcharee (Nai)
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