Thailand – Samsung Electronics is introducing new ways to save electricity costs through the SmartThings app in its latest short film launch. The film, in collaboration with BBDO Bangkok, highlights SmartThings’ AI Energy (Saving) mode.
As part of Samsung’s ‘Don’t Lose What AI Can Save’ campaign, the film taps into Thailand’s ‘fear of losing money’ as electricity costs soar. Activating AI mode in SmartThings allows consumers to optimise their home appliances, helping them reduce bills.
The film is set in a lost and found department, where three children, all named Bill, enter. As a playful metaphor for losing money from electric bills, each child shares how they got lost. They share how their moms left the fridge open, fell asleep with the TV on, or forgot to turn off the air conditioner.
With cultural insight, the film also draws from Thai slang, naming children Bill when banknotes are called ‘bank.’
Directed by Jatuphong Rungrueangdechaphat of Early Bird Film, the short film incorporates quirky humour with emotional storytelling, serving as a reminder for viewers that high electricity bills can be avoided.
Warunyoo Sorasetsakoon, group creative director at BBDO Bangkok, said, “In this economic climate, even small savings go a long way. SmartThings gives Thai households the power to stop silent energy loss—because 6,922 baht per year is too much to let slip away.”
