Cannes Contenders: Thailand

Sammakorn - Not Sanpakorn 

It might sound like a joke, but it's a real problem for Sammakorn (a Thai housing developer). 

People often confuse their name with Sanpakorn (the Revenue Department). 

This film is outrageous! It's a hard sell, showcasing their common areas, pool, and security system in a way that keeps viewers glued to the screen. 

This work appeals not only to Thais but also to a regional audience, as evidenced by grand prix awards at Spikes and Adfest. 

I must say, this is the number one contender from Thailand this year. I hope it performs well in Cannes.

Krungsri First Choice - What the Fast

I love how they demonstrate the speed with which Krungsri First Choice approves applications, all in Thai style. 

Scenarios like making up with a girlfriend, getting permission from a dad for a sleepover at the boyfriend's house, and a boss’s confession are all time-consuming, but with the First Choice card, approvals are swift. 

It's funny, simple, and very fresh.

Five Star - My Parent is a TikToker

I won’t lie; this is my work. I'm not going to pretend it was created by someone else. 

What I love about this campaign is its authenticity. Gen Z is addicted to TikTok, often using it 4-6 hours a day, especially when bored, which is most of the time. During the Songkran festival, Thailand’s New Year (or the "go-back-home" fest), they typically ignore it. So, we launched an idea called My Parent is a TikToker. We turned parents into TikTokers to bring their children home. 

We cast 300 real Gen-Z individuals across Thailand, secretly obtained contact details for their parents, and asked their favourite TikTokers to train them and take over their channels. We filmed the reactions of selected Gen-Z viewers as they watched their parents turn into TikTokers, just to send one message: asking them to come back home. 

The entire production process took us 33 days, the longest ever to capture authentic feelings without any pretence. 

My team and I dearly love this work, and we hope it will be a contender this year.

Sabina - Make Your Breasts Comfortable

This ad was incredibly unexpected for me. 

It starts in a traditional Thai-Chinese family setting, where introducing a girlfriend to your ancestors is common, but what’s unexpected is becoming too comfortable with the situation to the point of humour.

KFC - Bone Tie

Did you know that chicken bones can kill dogs? That's why dog lovers never feed KFC chicken to their pets, no matter how tempting. 

The creative team addressed this inclusivity issue by inventing the 'Bone Tie' from KFC. It’s not a bone tie made from mint or fluoride, but a real KFC bone made from ground chicken, using food science. 

This campaign includes a film, though I can’t find one with English subtitles. 

The director is a popular social media creator for dogs, owning a Facebook page named Gluta Story with two million followers.