Ad Nut
Jun 16, 2022

The weirdest and most wonderful way to promote a shopping mall app

Wolf BKK nails the plot twist in this excellent campaign for Thailand’s Central Department Store.

Central Department Store, arguably Thailand’s most popular retail outlet, needed to promote their Central app. So agency partner Wolf BKK did that the only way it knew how—strangely and excellently.

To blur the lines between the virtual app and the in-store physical experience, shoppers were seen in their most ‘natural state’ in the physical mall. Ad Nut especially loves the first sequence where a woman stumbles into the mall after a few drinks in—this state is what Ad Nut understands to be one where humans tend to let loose on their credit cards.

Ad Nut also loves the final sequence around a pants-less man looking for an engagement ring for his partner—before the final twist is revealed. After a minute of Ad Nut trying to decipher the context of the film, the last five seconds culminates in an extremely satisfying pay-off. 


Client: Central App
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Associate Creative Director: Pawares Vessukanmanukul
Art Director: Onanong Klaysuban, Botthawan Theeratrakul
Copywriter: Pandarie Somjit
Managing Director: Phannika Vongsayan
Business Director: Chonlatid Saenghiran
Account Manager: Thossaporn Kaewnurachadasorn, Benchawan Ngamjiradawong
Agency Producer: Chanapat Srabua
Production Company: FACTORY01
Director: Wuthisak Anarnkaporn

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'.


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