Siam Kubota Corporation: The Agricultural Spirit

The campaign tells the real-life story of Dr Pongdit – a surgeon and former hospital director, who left behind his prestigious medical career to become an agriculturalist. Targetting not only Kubota users and dealers, this insightful story sought to connect with the general public, igniting Thai pride in their agricultural heritage. commercial starts with Dr Pongdit as a young man, "I made a decision without any ideology," says his voice-over, "It came from my ancestral lineage, to help me realize what my vocation should be." As happy children play in the fields, the doctor's voice-over says, "I choose to make my land come alive, and I choose to stand beside my agricultural friends," as he and his fellow farm-workers battle the elements to protect their sapling trees from a torrential storm. The TVC concludes with, "Kubota strives to develop both technology and knowledge for agriculture to be the force driving every agricultural spirit."