Campaign SpotlightPress Release

VMLY&R and Tops want people to discover the joy of supermarket gifts

BANGKOK, THAILAND — Global brand experience agency VMLY&R and Thailand’s largest supermarket chain Tops has turned the act of gift-giving on its head by showing that even the most unassuming supermarket items can spark joy this season.

The new Christmas film portrays the stressful act of overthinking the gifts we give during the holidays – from evaluating the person we are buying for, and the thousands of gift categories available to thinking about how the gifts we buy will reflect on us.


“The Underrated Gift” aims to change the perception that supermarket gifts are too ordinary and lacking in value to be gift-worthy, showing how even the most unassuming items found in your local Tops supermarket can spark joy this season.

In the delightfully surreal film, a woman fretting over her gift search is reminded that everything has its own value. She discovers how zip-lock bags, canned wild salmon, and even a pack of salami have surprising ways to delight her loved ones. Finally, she overcomes her worries and sets out to do her holiday shopping.

“At Tops, we have always believed in providing premium products at affordable prices. With our motto #EveryDayDISCOVERY, we want to emphasize that the best gifts are the ones that receivers can enjoy and that value and happiness can be found in even the most underrated items. Customers will surely discover the value in our wide range of high-quality premium goods across all our brands whether it’s Tops, Tops Food Hall, Tops Fine Food, and Tops CLUB,” said Chakkit Chatupanyachotikul, Head of Marketing for Public Relations and CSV at Central Food Retail Group (CFG).

VMLY&R Thailand Chief Creative Officer Anuwat Nitipanont added, “Joyful experiences should not be limited to expensive, one-of-a-kind gifts. We want to encourage everyone to see the value of seemingly ordinary things and become free from their own limitation of choices. The result is an amusing and quietly comical holiday film that showcases how ‘The Underrated Gifts’ joyously triumphs this holiday season and will get you to rethink your holiday shopping list.”

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