Ogilvy & Mather Thailand has unveiled a new campaign for Quick Instant Noodles to introduce the new Hot & Spicy flavour, using suggestive humour with sexual undertones.
Set in China, the 60-second spot, inspired by Shaw Brothers' musicals, shows protagonist Ah Hui returning home laden with gifts for his wife. Thrilled, her joyful cries of 'Aiyo!' are soon heard. The men in the village are attracted by her cries and head over to Ah Hui's. Their wives, enraged, break down the couple's door, only to find their husbands tucking into hot and spicy shrimp-flavoured Quick Instant Noodles.
"The 'hot and spicy' proposition carried the story," said Rati Panthawi, management partner, Ogilvy Thailand. "To emphasise the strong flavour, we set the story in China, where the food is normally milder and social customs are more strictly observed."
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=268&w=401&q=100&v=20250320&c=1)
