Creativity

Koreans Abroad Get a Taste of Mom's Home Cooking in Touching Insurance Ad

AIA Korea Secretly Flew Mothers to Australia to Cook for Their Kids

Published on Mar 02, 2015

Editor's Pick

If you want a good cry, a life insurance ad from Asia is almost a guaranteed way to get one these days. Following on the heels of Thai Life Insurance and MetLife Hong Kong, Korean life insurance firm AIA has created this touching film in which it surprises young Koreans in Australia by secretly preparing their moms' home cooking.

The company, and agency Innored, targeted so-called "WorHolers"--Koreans who are working abroad on a working holiday visa. They miss home cooking, so AIA invited some of them to a special meal. The diners were surprised by how much the food tasted like that made by mom--even the dishes were like the ones they used at home.

Behind the scenes, the company had actually flown in the WorHolers' mothers and gotten them to cook their children's favorite dishes, served with their kids' own spoons, mugs and cups. After the initial confusion, there were emotional reunions all 'round.

The film--with the message that "the things you take for granted may be the things that are most important to you"--garnered over a million YouTube views in 10 days.

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About

Credits

Date
Mar 02, 2015
Agency:
INNORED - Seoul
Client:
AIA Korea

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