Ad Nut
Jun 27, 2024

Solve tricky life scenarios in seconds, says Krungsri

In this humorous spot, the Thai bank offers rapid problem-solving on the back of motorbikes, highlighting the brand's core message of simplicity, speed, and the customer's desire for a hassle-free life.

Time is precious and so Ad Nut prefers to live life in the fast lane and get things done. There's no time for beating around the bush. 
That's why Ad Nut has a lot of time for this campaign called 'What The Fast!' created for Thai bank and financial service provider Krungsri First Choice. 
The campaign consists of three 15-second micro-films that tackle difficult situations in life that are usually challengingsuch as reconciling with a loved one, asking a father for approval to sleepover at a partner's place, and facing a boss.
Instead of a long drawn-out process, these scenarios are handled swiftly on the back of motorbikes as each party passes one another at breakneck speed. It could be described as 'speed problem-solving'where these tricky scenarios are resolved in seconds, to humorous effect, as the two sides whiz past one another on the back of motorcycle taxis. 
The idea is to highlight the brand's core message of simplicity and speed, while resonating with people’s desire for a hassle-free life. Krungsri First Choice tailors its credit cards and financial products to the needs of younger generations with benefits such as credit health checks, spending controls, no annual fees (when spending as specified), and cash-back rewards.
"Krungsri First Choice stands out by tailoring its products to the needs of a time-poor audience," says Athip Sinpagekan, managing director at Krungsri First Choice. "We challenged our agency partners to bring this USP to life in the most unexpected way possible.”
The spot was produced by Leo Burnett Thailand and won a Gold Lion at Cannes in the Film category. 
“Winning a Gold Lion is an incredible moment for any creative, but I’ve always believed that great creativity doesn’t come from creatives alone," says Thiti Boonkerd, deputy executive creative director at Leo Burnett Thailand. "This work was born from a great deal of support from our entire Leo Burnett team, and our production partner FACTORY01. Kudos to our amazing client, First Choice, for their creative bravery.”
The campaign works because who doesn't appreciate speedy and efficient service? If only all problems could be resolved this quickly. It made Ad Nut slightly envious of not being able to hop on the back of a motorcycle taxi and resolve problems this way too. 
Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.
Campaign Asia

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