What strikes you first about Wolf BKK’s commercial for Thailand’s most popular retail outlet, Central Department Store, is that it is very strange – and very funny. Then you realise the agency has personified Central’s shopping app and is portraying the online shopping experience as a physical one. The ad is strange, funny and very clever.

More importantly for the audience it is trying to reach, it is irresistibly watchable. The 60-second spot is underscored by the lyrics of a well-known Thai song, that are mainly professing, “I wanna get closer to you”. The message that shoppers can now shop anywhere in the store at any time – even in their utmost private time, comes through loud and clear. 

Credits
Client: Central App
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Associate Creative Director: Pawares Vessukanmanukul
Art Director: Onanong Klaysuban, Botthawan Theeratrakul
Copywriter: Pandarie Somjit
Managing Director: Phannika Vongsayan
Business Director: Chonlatid Saenghiran
Account Manager: Thossaporn Kaewnurachadasorn, Benchawan Ngamjiradawong
Agency Producer: Chanapat Srabua

Production Company: FACTORY01
Director: Wuthisak Anarnkaporn