Ah, the metaverse. The place where brands are clamouring to be seen because young people love to hang out in it.
Leo Burnett and First Choice have a sense of humour about brands rushing to the metaverse to be seen by young people. And while they’re having fun with making the world’s first metaverse commercial, they also having fun with making commercials. Because young people also love to poke fun at ads.
The ad itself is hilariously awful. And the making of it is being constantly interrupted, and embellished in ghastly ways, by the First Choice marketing team, with their ideas. (Hmm, you’d think commercial was also an industry joke)
Could First Choice be the bravest client ever?
Metaverrrrrr’s stars, Mario and Pattie, are avatars of popular Thai presenters.
“As a credit card brand for the young generation, First Choice is jumping on the Metaverse trend with a unique vision for brand communications and a funny, witty execution,” stated Athip Sinpagekan, executive vice president head of marketing at First Choice.
Sompat Trisadikun, chief creative officer at Leo Burnett Thailand, added, “We loved the idea of filming in the Metaverse in a style that will engage this generation of banking customers. It’s relatable, timely, complete with glitches and poor signals: we hope it will stand out in a category that is often safe and conservative.”
Metaverrrrrr builds on another recent campaign by Leo Burnett Thailand, the First NFT Credit Card ART Collaboration. In January, First Choice unveiled its first NFT Credit Card ART Collaboration, a one-of-a-kind NFT token designed in collaboration with Thai NFT artist, PUCK. The first person to own the First Choice x PUCK Collaboration NFT token scored an extra million privilege points tied to their physical First Choice credit card. The First Choice NFT credit card ART Collaboration sold for 820% higher than its initial auction bid.
“The banking system is facing radical transformation as a new generation moves towards the blockchain system. We have been working with Leo Burnett Thailand to let them know that First Choice is ready to face the change together. Our goal is to penetrate this market and promote our brand image to suit the lifestyles of the Metaverse,” Athip noted.
View PUCK’s Enjoy Your Life First Choice NFT Credit Card ART Collaboration here.
Credits
Client: Ayudhya Capital Services Company Limited
Brand: Krungsri First Choice
Agency: The Leo Burnett Group Thailand
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Ariyawat Juntaratip
Creative Directors: Sarut Yungcharoen & Pathida Akkarajindanon
Art Directors: Sompat Trisadikun, Ariyawat Juntaratip, Sarut Yungcharoen & Sarita Virunechavee
Copywriter: Kittinat Prasomsap & Pathida Akkarajindanon
Account Management Director: Rathawan Sukanake
Account Director: Pattra Ketsamathi
Account Executive: Naphat Chiangrat
Agency Producer: Rungrudee Chinpratan
Strategic Planners: Surapen Yosravikul Saito & Praewpakorn Chumsainaayudhaya
Production Company: Factory01
Director: Wuthisak Anarnkaporn
Assistant Directors: Mattanee Uajarernsup & Wityawat Lakam
Producer: Rungtawan Nanthasaen
DOP: Natdanai Naksuwan
Editor: Sippanart Olarnsaritkul
Sound Production: Mellow Tunes
Post Production: One Cool Production