In Thailand, financial advertising can’t encourage borrowing. Can’t use the word, loan. What’s a bank to do? Despite Thai banks supporting the continuation of a loan brake to lower bad debt in the country, responsible lending is an important part of what banks do.

SPA-Hakuhodo Thailand found an answer for Krungthai Bank. Their campaign advertises the bank’s loan product without ever using the word, loan. It replaces “loan” (กู้ “Ku”) with “fight” (สู้ “Su”), which is a symbol of resilience in Thai culture. Even the campaign logo embeds the word “loan” (กู้ “Ku”) into the letterforms of “fight” (สู้ “Su”), allowing the message to shine through without violating regulations.

The hero TVC features legendary fighters from different universes. For the first time ever, these heroes, known for never losing a battle, face an opponent they can’t defeat alone – financial stress…

…until Krungthai Jai-Pum enters the ring, offering a smart, responsible lending solution to help them “fight through” their emergencies. The commercial delivers the campaign message, “even fighters need help sometimes and we’re here to fight with you”.

Credits
Agency: SPA-Hakuhodo Thailand
Deputy Executive Creative Director: Pak Bunchusanong
Creative Group Heads: Chairat Nimsukee & Chumjark Suksabai
Producer: Chanida Noikampan
General Manager: Bongkot Charoentham
Account Director: Naiphatsorn Sakyaphinant
Account Executive: Kiatkong Thiamtham
Executive Strategic Planning Director: Nattakarn Wattanamongkolsil
Associate Strategic Planning Director: Hathaipun Jaroenthawornlap

Production Company: Humour House
Director: Pruk Pramted
Producer: Tiwaporn Pattarabovonkul