The best Thai advertising humour is supa-glued to the campaign’s core promise. This campaign by Wolf BKK for shopping centre, Central’s, credit card, The 1, is the best Thai humour.

It plays with the truth that shopaholics always have an excuse to buy something new. Even as the economy gets tougher, the shopper finds a way to justify their choices. To outsiders, those reasons might seem pointless. To the shopaholic every purchase has a point.

Wolf BKK twists the shopaholic’s purchasing excuse to promote the points that purchases earn using The 1.

But first the commercial is an absurdly mysterious film, directed by Nawapol Thamrongrattanarit, that holds the viewer’s attention firmly in its hands:

A seemingly pointless purchase run is justified by the points earned. The card’s Dynamic Points are a revolutionary way to earn rewards that breaks the market norm of simply giving 4X points.

Credits:
Client: Central Group (The 1)

Agency: Wolf BKK Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Pathida Akkarajindanon
Senior Art Director: Panupong Putong
Senior Copywriter: Pandarie Somjit
Art Director: Narada Kittikunokorn
Copywriter: Poomrapee Ongardvanish
General Manager: Natdhee Sopondhitipun
Group Communications Directo : Sansuda Chuaphanich
Communications Managers: Thananya Piyacharoenwattana & Naphat Chiangrat
Agency’s Producers: Chanoknan Wongwises & Wissuta Sukksawat

Production Company: HAPPY ENDING FILM
Director: Nawapol Thamrongrattanarit
Producer: Pacharin Surawatanapongs
AD: Parama Malakul Na Ayudhya
DOP: Kritsada Nakagate
Production Designer: Patcharanun Talanon
Props Master: Jirayoot Chomparapol
Casting Master: Surangkana Suwanjinda
Location Manager: Uthit Boonsoemkhanit
Stylist: Kwanhatai Chittiwatana
Editor: Chaleamchon Natipat

Post House: One Cool Production
Sound Mix: Mellow Tunes
Music: YONLAPA