Car retailer ads tend to be shouty executions that focus on price. BBDO Bangkok’s ad for TTC Motor, the retail partner of Mercedes-Benz Thailand, is neither.

The four-and-a-half minute commercial is a fun story about a letter from TTC Motor CEO, Akkarin Tangthaweesit, dictated to his secretary. It’s an apology to his customers. Sorry if we spoil you too much is a promise about service that marks the debut of a pioneering business model by Mercedes-Benz Thailand, the Retail of the Future (ROTF). This promises a unified price and an effortless selection process, enabling customers to obtain their dream Mercedes-Benz model and colour “Anywhere, One Price”.

The unexpected film conveys the Thai courtesy of “Sorry sir, sorry madam” with an added level of respect, embodying the sincerity and graciousness that Thai culture is renowned for. It was directed by Teerapol Suneta (Aei).

Credits:

Creative Agency: BBDO Bangkok 
Chief Creative Officer, Creative Director & Writer: Thasorn Boonyanate
Senior Art Director: Todsapon Sripuvatanik
Graphic Director: Natthawut Soonsub 

Retoucher: Anucha Pintokaew
Business Director: Sirimanat Runghirunskul
Account Manager: Ajchareeya Promma
Account Executive: Supivara Chaisri
Head of Production: Toungrak Jiravatanarungsri
Producer: Paramee Soontornwuttinun

Production House: Suneta House
Director : Teerapol Suneta (Ae)
Assistant Director: Kittikhun Jongkraiwut
Producer: Chanapa Ployarunrung
Assistant Producer: Warawan Laksanarom
Cinematographer: Chalongwut Chorruangsak
Gaffer: Phongthep Phusawang 
Sound: Anuparp Suriyathon  
Art Director: Pornchai Cheeranoon 
Editor: Sarawut Kaweethammawong 
Grade: Nattacha Khajornkiatsakul
Transfer: Thannawit Jiasuppibul @ Positive4
Sound Mix: Danai Suthamcharee @ Sound Space