The Min x Erik wombo combo has been quite successful this summer. I haven't been able to stop myself from saying ghen ghen ghen mà since Ghen came out. I love that song so much that I intentionally try to find ways to use "ghen" in my everyday vernacular. That being said, I have to say that this latest Min x Erik project is kind of a let down for me.
Chưa Bao Giờ Mẹ Kể is a new song featuring both Min and Erik honoring the unseen sacrifices that mothers make. It was written by famed singer/composer Châu Đăng Khoa. Here is where my cynicism will show...
First off, the "Ngày Thứ 8 Của Mẹ" is a dumb campaign slogan IMO because it doesn't even makes sense. There are only 7 days in a week. You cannot magically come up with an eighth day for mothers! Why not dedicate one of the existing days of the week? Coming up with an eighth imaginary day is like paying someone in Bison dollars. It means nothing! Plus, there's already an entire day honoring mothers. Maybe there's something lost in translation here that I'm not understanding. I just don't get it.
Secondly, I don't appreciate large companies trying to manipulate human emotions to sell their products. You can't fool me. I know all about these Southeast Asian commercials that try to tug at your heart strings. If I have to see another Thai video about a homeless man or a poor unsung hero type being an all-around good guy going around on Facebook, I'm going to lose it. Here, Samsung is banking on the fact that people are easy to guilt trip. They want people to go and think to themselves that perhaps buying a new Samsung laptop, refrigerator, AC unit, rice cooker, washer, etc. for their aging parents will make up for any of their shortcomings and in principle make them a good son/daughter.
Begrudgingly, I have to admit that this MV is a smart move on Samsung's part because it is good marketing. People love this sentimental stuff. Look at how many shares those Thai feel-good commercials get. Moreover, it's a genius move because old Asian moms never want to replace their old appliances. However, you can get the kids of these Asian moms to buy a brand new Samsung water cooler as a gift when Mother Day's or other special occasion rolls around because no kid wants to feel like it's too late to apologize once their parents are gone. Forever the cynic, I am. BTW, this song feels like a budget version of Apologize by Timbaland and OneRepublic to me.