A reminder to reconnect with older kinfolk IRL is likely to be particularly well timed for generations raised with straightforward web entry. Social media is usually a good technique to keep in contact with household once they’re distant, however there’s no substitute for spending time in particular person.

That’s the message from common Thai franchise 5 Star Hen, which has launched a marketing campaign reminding younger individuals to find time for their family members–by way of Gen Z’s favourite social channel TikTok. “My Guardian is a TikToker,” created by company BBDO Bangkok, follows up final yr’s chaotic “The Motion pictures That Made From Us.” This time, nevertheless, the model takes a barely extra honest tone to emphasise the therapeutic high quality of dinner with household.

Produced by director Teerapol Suneta (aka Aei) of Suneta Home, the quick movie introduces viewers to a few Thai TikTok influencers, every of whom has their accounts taken over by their dad and mom and grandparents. These movies, humorous and lighthearted at first, develop into genuinely shifting because the older kinfolk ask the TikTok stars to come back residence to share a meal.

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Coinciding with the Thai nationwide vacation Songkran, which sees many returning to their hometowns to spend time with their households, the message to prioritize the individuals who matter is very well timed. The video, that includes the tagline “The style that brings you residence,” obtained greater than 5.8 million views inside simply three days.

This follows the theme of final yr’s “The Motion pictures That Made From Us,” additionally produced by Suneta Home, by equally tapping into inventive, humorous methods of bringing individuals collectively. Although these adverts are completely different in idea, the community-building nature of sharing a meal is on the coronary heart of those movies.

“For over 37 years, 5 Star Hen has been all about serving up scrumptious meals that brings households collectively,” Thasorn Boonyanate, chief inventive officer of BBDO Bangkok, mentioned in an announcement. “With this marketing campaign, we took it a step additional by discovering a inventive technique to seize the eye of the youthful era and encourage them to reconnect with their cherished previous ones over a shared meal.”