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'.


Campaign Asia

Related Articles

Just Published

6 hours ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

8 hours ago

James Hawkins steps down as PHD APAC CEO

Hawkins leaves PHD after close to six years leading the agency, and there will be no immediate replacement for him.

8 hours ago

Formula 1 Shanghai: A watershed event for brand ...

With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.

12 hours ago

Whalar Group appoints Neil Waller and James Street ...

EXCLUSIVE: The duo will lead six business pillars and attempt to win more creative, not just creator, briefs with the hire of Christoph Becker as chief creative officer.