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Industry: House, Garden & Pets
Media:TV & Cinema
Style: Minimalism
Write a short summary of what happens in the film

The story about a wooden house that has a termite problem. The housewife asks the husband to use the new termite killer foam he just bought, Chaindrite. He sprays the foam on the termite but it does not die immediately as they expected, which surprises the termite too. The super-villain termite, covered by foam walks back to its nest mocking that Chaindrite is suck. Walking back home as a hero, other termites touch his body to see that he is still alive. The termite proudly announces that all termites will not die any more. Just after his words, the termite and his friends fall down, dying. With grief, the other termites come to him, cradling his body. He then told them the most important word "don't touch me" but it was too late. Once touch they all die.

Cultural/Context information for the jury

Many Thai houses are made of wood. Termites are a very serious problem as it can damage the whole house and it is difficult to terminate. The most effective way to terminate them is to kill them at the nest. There is a dilemma for many Thai people that even though they want to terminate the termites but the idea of killing them all might be a bad karma, the super-villain character termite makes people feel more comfortable to terminate them. Normally, housewife is the buyer while husband is the executor. Having a bossy wife commanding her husband is something that resonates with the target audience. To educate the new product a dramatic, larger than life and super entertaining story film seizes the attention of the audiences through to the end in what really is a product efficacy demonstration.
Cannes Lions International Festival of Creativity 2019
Bronze Film
Other FMCG
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