Campaign Spotlight

Campaign Spotlight: Every comment from every generation all at once in one Five Star Chicken ad by BBDO Bangkok

BANGKOK, THAILAND — BBDO Bangkok together with Thai fried chicken brand Five Star Chicken released an ad for all generations last week and while thousands of ads are distributed daily, this particular ad is named “The Movies That Made (From) Us” cashed in on people’s tastes.vv

Having been Thailand’s top chicken brand for over 37 years, Five Star Chicken’s original consumers have now evolved to Gen-B and Gen-X, but they remain loyal customers; the brand was struggling to connect with Gen-Y and Gen-Z customers.

To solve this, BBDO Bangkok came up with the concept: “Chicken that connects generations together,” no matter what conflict you have — be it politics, music, fashion, or even how to raise your child.

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“This latest campaign started with an incredible brainstorming session that asked a very simple question: What makes an ad perfect for all generations? Then it hit us, why not just ask different generations for their ideas. We started by asking questions about our presenter “Weir” to his Instagram followers; Weir is sitting somewhere, what’s next? The first replies were some quirky, but cool ones on Instagram, but then we saw people discussing the topic further on Facebook and Twitter. In the end, our filmmaker suggested we go out and ask people on the street what they want, and bang, we had an ad for all generations. It’s quirky, it’s weird, it’s funny, and yet it’s a super entertaining film that brings together every idea from every generation into one exciting story,” said BBDO Bangkok Chief Creative Officer Thasorn Boonyanate.

The ad starts with, (to name a few), a celebrity, followed by some bad guys, some chickens, and zombies, even Harry Potter makes an appearance, all expertly designed to make you pause and reflect on the brilliance of this ad, and ad with something for everyone, made by everyone.

In just one day after its launch, the ad generated over 600,000 views on Five Star Chicken Thailand’s official YouTube channel. As of this press release, the YouTube video has more than 1 million views.

CREDITS:

Client: Five Star
Agency: BBDO Bangkok
Chief Creative officer: Thasorn Boonyanate
Creative Director: Phacharanath Jamornchureekun
Art Director: Chumjit Yuanlae
Senior Copywriter: Worrawan Chailert
Group Business Director: Taksina Vasaruchapong
Business Director: Pattama Thienapirak
Account Director: Kavinthip Chaiteerakij
Account Manager: Natthaka Musigrungsri
Agency Producer: Toungrak Jiravatanarungsri
Head of Brand and Digital Planning: Prasit Kunanuphanchai
Strategic Planning Manager: Maipimol Suepayak
Production House: Suneta
House Director: Teerapol Suneta
Assistant Director: Kittikhun Jongkraiwut
Producer: Chanapa Ployarunrung
Cinematographer: Chalongwut Chorruangsak
Gaffer: Chanthut Kasemsantinavin
Art Director: Pornchai Cheeranoon
Casting: Narissara Makmane
Stylist: Montatip Narong
Editor: Sarawut Kaweethammawong
VTR: Positive4 (Thannawit Jiasuppibul)
Sound Mix: Sound Space (Danai Suthamcharee)

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