High Five: Thailand
Wunderman Thompson Thailand's CCO Park Wannasiri shares his favourite Thai ads from recent months that are packed full of plenty of laughs
For today's High Five we turn to Thailand, where Wunderman Thompson Thailand's chief creative officer Park Wannasiri has picked campaigns that so sum up creativity from the region. Not only are the campaigns hilarious, but they provide perfect pockets of escapism. As Park puts it: “Never before has there been a need for more laughter in our lives. And that's what I find all these works to be - funny, entertaining and heart-warming. The world could use more laughter! That's certainly the Thai way!”
Agency: CJ WORX
This piece of work is pure entertainment. Three minutes of non-stop craziness but hard selling, if you are fan of Thai funny ads, this Boliden commercial won’t let you down. You will laugh until you remember everything about the product. Watch at least three times to see all the gags!
KohKae - Family Gathering
This comedy sketch is sponsored by one of the oldest Thai snack brands, but it spoke up for the young. It went viral not just in Thailand, but all over Asia. The clip contained a universal insight, powerful tension and sarcasm, and it tackled many social topics that we need to talk about in today's world.
Thai Health Promotion Foundation and Major Cineplex Kingkong / Space Trooper / Ogress
Agency: Leo Burnett Thailand
This was a partnership between the Thai health promotion foundation and one of the biggest cinema chains in Thailand. They made a series of classic movies-styled cinema ads to promote healthy lifestyle messages (e.g. stop smoking, stop drinking alcohol, exercise regularly etc.) as well as cinema etiquettes such as reminders to turn off your phone before a movie. Weird combination, but it works!
Central Black Midnight Sale - Shop Unfriend
Agency: Wolf Bangkok
SHOP UNFRIEND is one of my favourites. Not only was the production oozing with coolness, but the central idea itself displays longevity, allowing the team to continue coming up with wacky cool executions endlessly. The ad has basically rebranded Central into the Harvey Nichols of Thailand. P.S. It was also really cool that they engineered the half cars to be drivable.
Top Charoen - Life Behind the Glasses
Agency: Wunderman Thompson Thailand
We always talk about targeted effectiveness, especially in online. This campaign from Top Charoen adopted that thinking but with an Out-of-Home point of view. Instead of hunting for new customers, we used OOH media to focus on building relationships and celebrating stories of neighbours and neighbourhoods. By using street photography and local media, we made the campaign authentic and beautiful.