Bangkok, Thailand — In an era of rising living costs and growing household expenses, Thai Samsung Electronics and BBDO Bangkok unveil a new campaign for the SmartThings app—offering Thai consumers an intelligent way to cut back on electricity bills through a playful yet powerful metaphor.
Titled “Don’t Lose What AI Can Save,” the campaign introduces SmartThings’ AI Energy (Saving) Mode through a surreal short film set in a Lost and Found department. There, three children—each named “Bill” (a clever nod to Thai slang, where banknotes are called “Bank”)—share how they got lost: when their moms left the fridge open, dozed off in front of the TV, or forgot to turn off the air conditioner.
The film brings to life a cultural insight: Thailand’s increasing “Fear of Losing Money” (FOLM). As electricity costs rise across households, the campaign encourages consumers to take back control with one simple action—download SmartThings and activate AI mode. The app then optimizes home appliances automatically, helping users save up to 6,922 THB per year.
Directed by Jatuphong Rungrueangdechaphat of Early Bird Film, the piece balances emotional storytelling with quirky humor, reminding viewers that behind every lost baht is a preventable choice.
“In this economic climate, even small savings go a long way,” said Warunyoo Sorasetsakoon, Group Creative Director, BBDO Bangkok. “SmartThings gives Thai households the power to stop silent energy loss—because 6,922 baht per year is too much to let slip away.”
