Announcing a name can change can be a simple affair in advertising. But why do something simple when you can infuse so many brand values and so much appeal into the ad?

SCRUM / ADK Thai has announced the name and pack change of famous shrimp snack, Calbee, with an absurd commercial infused with Gen Z appeal (both through its cool protagonist and quirkiness), desirability (both protagonists as passionate about the product) and both ad essentials – magnetism and memorability.

In Thailand, everyone knows the snack as Calbee but now the product is taking on its Japanese name, Ebisen.

Watch the wild way in which SCRUM / ADK Thai makes that known:

Credits

Client: Ebisen
President & CEO: Takashi Motomura
Vice President: Pongpan Saivanish
Chief Marketing Officer: Takumi Kitamura
Marketing Manager: Boonnicha Chamnankit
Brand Managers: Rata Teeraphan & King Sutatham
Marketing Officer: Niramai Chaisingharn

Agency: SCRUM / ADK Thai
Chief Creative Officer: Wikorn Rojarayanont
Managing Director: Panupong Piyatanasirikul
Creative Director: Pattanapond Ketrathon
Copywriter: Chanakarn Kriangsantikul / Wikorn Rojarayanont
Art Director: Purisalak Sawantrat / Tanatip Siriphan / Pattanapond Ketrathon
Agency Producer: Jutamart Sanguanyod
Chairman: Masato Suematsu
Chief Executive Officer: Thanawat Meesawat
Account Manager: Pantanant Mueangsongkunthana
Account Executive: Krittaya Chombunmee
Head of Planner: Sasana Jitwatna
Digital Planning Manager: Inthira Nunthajurapo
Graphic Designer: Darawan Japanya
Media Agency: IPG Mediabrands (UM Thailand)

Production Company: Human Human
Director: Komsan Yamchuen (Ake)
Assistant Director 1: Kristsakorn Benyakul
Assistant Director 2: Chaimongkol Sawat
Producer: Wanlop Rungkumjad
Production Manager: Thakanta Kultrakarn
Cinematographer: Phuttiphong Aroonpheng
Gaffer: Kumjorn Sankwan

Editor: Ked Getty
Post-Producer: Varinthorn Penvajeekul
Grade: One Cool Production
Sound Mix: Sound Space