BBDO Bangkok has fun with the idea of mnemonics in a campaign for Five Star Chicken that recreates popular movie moments as memory triggers for the brand. Those reimagined movie moments now feature Five Star Chicken fans.
Each movie sequence – the tension-filled shaking of water in a dinosaur movie, a dramatic zombie escape, an emotional reunion and Spartan’s memorable kick – is recreated to highlight one of the brand’s appealing options.
In keeping with Thai advertising’s penchant for absurd humour, the four-and-a-half minute hero spot, 40 Years of Deliciousness That’s Worth Remembering, juxtaposes the reimagined movie sequences with scenes in which “Five Star” staff outline the connections.
Thasorn Boonyanate, chief creative officer of BBDO Bangkok, commented, “As we celebrate 40 years of Five Star Chicken, we want to remind our consumers of our core values. Unlike other brands that focus on frequent promotions, we ensure our products are always worth it—price, value, taste, and quality. From the polar oil used to fry our chicken in all 6,000 branches to the premium chicken rolls served in 5-star hotels, we maintain our commitment to excellence. Despite economic challenges, we never compromise on quality or quantity. Our brand is truly ‘worth it’ to remember, and we hope our audience enjoys this nostalgic cinematic journey and grabs a Five Star Chicken on their way home, during lunch, or anytime.”
Credits
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Rook Floro
Creative Group Head/ Copywriter: Supalerk Silarangsri
Senior Copywriter: Supakit Sukarog
Art Directors: Achiraya Wongtrirat & Todsapon Sripuvatanik
Group Business Director : Taksina Vasaruchapong
Business Director: Mira Komolwanich
Account Director: Saranya Jaiyen
Account Executive: Waneenat Sangramphaiwigee
Project Manager: Thananya Tagoporn
Head of Brand and Digital Planning : Prasit Kunanuphanchai
Strategic Planning Manager : Nonpakorn Ittiamornphat
Agency Executive Producer: Toungrak Jiravatanarungsri
Producer: Chanapa Ployarunrung
Production Company: Suneta House
Director: Teerapol Suneta
DoP: Chalongwut Chorruangsak
Editor: Sarawut Kaweethammawong
Assistant Directors: Manoo Techadee, Kittikhun Jongkraiwut, Warawan Laksanarom
Gaffer: Phongthep Phusawang
Music: Siwat Homkham
Sound Engineer: Danai Suthamcharee
Sound: Anuparp Suriyathon
