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Thailand Leaves Tourist ‘Paralyzed’ in ‘Pray for Anna'

New plot-twisted spot for Tourism Authority lands an 8-ball

Tourism Authority of Thailand’s “Pray for Anna,” GPC Rating: 8

Meet Anna. A beautiful, young tourist who, 24 hours after arriving in Thailand, is now completely paralyzed, unable to speak or move. What dangers lurk in Thailand?

Let’s rewind.

In the Tourism Authority of Thailand’s short film, “Pray for Anna,” we learn that our traveler comes to Thailand to visit her boyfriend, sightsee and, of course, indulge in delicious cuisine. Quickly, though, her journey takes an appetizing, yet shocking turn. Overwhelmed by the hundreds of food vendors, street markets and restaurants, Anna ends up eating, in the words of one vendor, “like a monster.” After devouring plates of grilled pork, fried meatballs, noodles (and the list goes on), Anna is diagnosed with “Jawbone Syndrome” and is left in a food coma.

The unexpectedly humorous film by Leo Burnett Thailand was viewed as a brave move, for helping the brand stand out in the otherwise repetitious category of national tourist boards. “Pray for Anna” reminds you to be careful in the “Land of Smiles” and to watch out for “Jawbone Syndrome.” For there are millions of flavors to experience, 24 hours a day.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.