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Tourism Authority of Thailand “Hug” 2010

Tourism Authority of Thailand “Hug” (2010) is a Tourism Authority of Thailand commercial for Leo Burnett. It won one award: Spikes Asia 2010 Bronze TV/Cinema Sports, Entertainment, Travel & Leisure.

This ad encourages people to travel to Thailand and embrace its natural beauty, diverse culture, and unique experiences by literally hugging everything from clouds to durians.

Video: Leo Burnett on YouTube

Shot by shot

  1. Silhouetted rock formations stand against a vibrant sunrise or sunset sky, with a small tree visible in the middle ground.© Tourism Authority of Thailand0:00
  2. The sun shines brightly through green leaves, creating a natural lens flare and a serene, natural atmosphere.© Tourism Authority of Thailand0:03
  3. A person's arm reaches out from behind a powerful waterfall, with dark rocks and flowing water visible in a natural setting.© Tourism Authority of Thailand0:06
  4. A man in a straw hat and light blue shirt hugs the bow of a small, ornately decorated wooden boat in the turquoise ocean under a blue sky.© Tourism Authority of Thailand0:11
  5. A woman in a brown uniform gives a man in white a massage on a canopy bed on a beach with an ocean view.© Tourism Authority of Thailand0:17
  6. The sun peeks over a silhouetted cliff edge, creating a bright lens flare against a clear sky.© Tourism Authority of Thailand0:19
  7. A young couple, a male and a female, are seen climbing a large, heart-shaped rock formation in a natural, outdoor setting under a bright sky.© Tourism Authority of Thailand0:22
  8. Two young men hug a giant mangosteen sculpture in a park under a bright blue sky, showing affection for the fruit.© Tourism Authority of Thailand0:25
  9. A man in a white shirt and red shorts hugs a large, dark grey dugong statue on a rocky outcrop under a cloudy sky.© Tourism Authority of Thailand0:36
  10. A small, vibrant orange butterfly with black markings rests on a textured, dark grey surface, with white English subtitles below.© Tourism Authority of Thailand0:43
  11. A joyful adult and child play in the turquoise ocean water, with a wave splashing around them, under a dramatic sunset sky at a beach.© Tourism Authority of Thailand0:46
  12. A young boy in a red shirt and shorts rides a water buffalo in a lush green field under a cloudy sky, then hugs its neck.© Tourism Authority of Thailand0:50

Stills © Tourism Authority of Thailand. Made by Leo Burnett.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Hug Thailand: Embrace nature, culture, and unique experiences for a refreshing escape.

Tagline: “Hug Thailand... and let Thailand hug you back.”

personification of natureplayful interaction with objectstravel montagecultural immersionsense of wonderescape from daily life

The cut

Length
61 s
Shots
37
Average shot
1.6 s

What creatives use Tourism Authority of Thailand “Hug” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Tourism Authority of Thailand “Hug”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Silhouetted rock formations stand against a vibrant sunrise or sunset sky, with a small tree visible in the middle ground.© Tourism Authority of ThailandThe sun shines brightly through green leaves, creating a natural lens flare and a serene, natural atmosphere.© Tourism Authority of ThailandA person's arm reaches out from behind a powerful waterfall, with dark rocks and flowing water visible in a natural setting.© Tourism Authority of ThailandA man in a straw hat and light blue shirt hugs the bow of a small, ornately decorated wooden boat in the turquoise ocean under a blue sky.© Tourism Authority of Thailand
    Frames from Tourism Authority of Thailand “Hug”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Tourism Authority of Thailand “Hug” in order, with its length, framing and what happens in it.

    Silhouetted rock formations stand against a vibrant sunrise or sunset sky, with a small tree visible in the middle ground.© Tourism Authority of ThailandThe sun shines brightly through green leaves, creating a natural lens flare and a serene, natural atmosphere.© Tourism Authority of ThailandA person's arm reaches out from behind a powerful waterfall, with dark rocks and flowing water visible in a natural setting.© Tourism Authority of ThailandA man in a straw hat and light blue shirt hugs the bow of a small, ornately decorated wooden boat in the turquoise ocean under a blue sky.© Tourism Authority of ThailandA woman in a brown uniform gives a man in white a massage on a canopy bed on a beach with an ocean view.© Tourism Authority of ThailandThe sun peeks over a silhouetted cliff edge, creating a bright lens flare against a clear sky.© Tourism Authority of Thailand
    Length: 61 s · Shots: 37 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a personification of nature

    Before you present an idea, you need to know who has done it, and how.

    Tourism Authority of Thailand “Hug” is built on a personification of nature. Search the library by idea to see every spot that uses it.

    Suncorp “The Tale of Two Queenslands”© SuncorpHornbach “Biodiversity starts in your garden”© HornbachUnilever “Farewell to the forest”© UnileverVolvic “The Giant”© Volvic
    Suncorp · Hornbach · Unilever · Volvic

More from Leo Burnett

Award-winning travel commercials

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  • Inspired by Iceland "Ask Gudmundur – The Human Search Engine" (2016) commercial still© Inspired by IcelandInspired by Iceland “Ask Gudmundur – The Human Search Engine” 2016The Brooklyn BrothersEffie Awards Grand Prix 2016
  • Embassy Suites Hotels "Austin" (2003) commercial still© Embassy Suites HotelsEmbassy Suites Hotels “Austin” 2003TBWA\Chiat\DayEffie Awards Grand Prix 2003
  • Travel Switzerland "THYLACINE - Swiss Sounds" (2026) commercial still© Travel SwitzerlandTravel Switzerland “THYLACINE - Swiss Sounds” 2026ADC Awards Gold 2026
  • DiDi "Yes, I DiDi" (2026) commercial still© DiDiDiDi “Yes, I DiDi” 2026Dir. Jim Hosking · Sunday Gravyshots Awards Gold 2026
  • Visit Sweden "The Swedish Prescription" (2026) commercial still© Visit SwedenVisit Sweden “The Swedish Prescription” 2026PRIME WEBER SHANDWICKClio Awards Gold 2026

Questions

Which agency made Tourism Authority of Thailand “Hug”?

Leo Burnett created it for Tourism Authority of Thailand (2010).

What awards did Tourism Authority of Thailand “Hug” win?

1 awards, including Spikes Asia 2010 Bronze TV/Cinema Sports, Entertainment, Travel & Leisure.

What is the tagline of Tourism Authority of Thailand “Hug”?

“Hug Thailand... and let Thailand hug you back.”

Sources for the credits and awards

web.archive.org