Wolf BKK’s mastery of absurd humour injects itself into a sale commercial unlike any other, for Central Department Store’s Black Midnight Sale. It’s a very human twist on the joy of giving, Keep the Best Gift to Yourself.

While shopping and gifting for others is touted as merry and joyful at this time of year, Wolf BKK cuts through that cuteness with very relatable (read: wishful) thinking – sometimes, the best gift is the one you give yourself. Keep the Best Gift to Yourself turns that into a zany two minutes that parodies Thai gifting tradition. (And encourages Thais to indulge in the store’s sale.)

Beyond the film, Wolf BKK is driving foot traffic with an in-store activation where shoppers can collect exclusive “gift tags” to make their pre-loved gifts feel as if they are new. These tags allow shoppers to indulge by playfully pranking their loved ones with pre-loved gifts paired with special tags that unlock discounts on the Central App, making it a fun way to keep the giving cycle going and ensuring everyone enjoys the ultimate reward – a little self-love and more gifts to themselves.