Film > Culture & Context
MY PARENT IS A TIKTOKER
BBDO BANGKOK / FIVE STAR / 2024
Awards:
Overview
Credits
OVERVIEW
Write a short summary of what happens in the film
"My Parent is a TikToker" features parents and grandparents who opt to infiltrate their children's online realms as a result of the younger generation's inclination towards binge scrolling through TikTok rather than maintaining family connections.
By hijacking the TikToker accounts that their children were following, these parents and grandparents skillfully transform into travel vloggers, mini soap opera celebrities, and even Na'vi aliens from "Avatar." Their objective is to convince their children and grandchildren to come back home, share a family meal, and have a quality time at home.
Background:
Five Star Chicken has been a Thai chicken restaurant chain for 37 years, known for providing quality time at home and connecting generations with its delicious chicken. During Thai New Year or Songkran, when many Thais visit their hometowns to reunite with family, the brand wanted to create a campaign. However, Gen-Z are mostly working far away from home in Bangkok. To make matters worse, they ignore their parents' texts and calls and prefer to spend time on social platforms like TikTok. How can we capture their attention and reconnect them with their families?
Describe the Impact:
Released during Thailand's national holiday, Songkran, when many Thais visit their hometowns to reunite with family. The film instantly became a sensation, garnering over 13 million views across all platforms with 22 million impressions and a reach of 16 million. The emotional impact inspired 50 review videos on YouTube and TikTok, accumulating 3.6 million views. 500+ Gen-z were sent back home to enjoy quality time at home with our campaign #TheTasteThatBringYouHome.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
Research has found that after the Covid-19 pandemic, many Gen Z individuals haven't returned to their homes for three years. They work from home, but not their original homes. This has created a significant gap in long-distance relationships with their families.
Please tell us about the social behaviour that inspired the work
Moreover, another research shown that Gen-Z in Thailand spend over 4 hours every day on TikTok, which is more time than they spend with their families in an entire year. (Statista. (2022). Thailand: Time spent on TikTok). To bridge this gap, instead of calling them or send a message to their phone, no, we choose t bring their parents onto the social platform by hijacking the accounts of the TikTokers their children follow. By turning the parents into TikTokers, the idea is to seamlessly slip into TikTok and help them reconnect with their kids and ultimately bring them all together for a family meal with Five Star Chicken.
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