BBDO Bangkok and Five Star Chicken have launched a new campaign titled “Mission to Five Star” that humorously spotlights Thailand’s fascination with online ratings.
The campaign’s film, “Death of a Salesman,” is a four-minute mockumentary-style comedy featuring a street vendor who attempts to sell everyday items such as pillows, chairs, and cologne with the same enthusiasm as Five Star Chicken.
The film uses absurd humor and a deadpan approach to highlight the brand’s message that Five Star is not just a name, but a promise.
The salesman’s exaggerated pitches and delivery for products that are nowhere near five stars makes for a good watch.
According to the campaign, within just 20 days, the campaign achieved over 48 million views, 53,000+ reactions, and thousands of organic shares and memes.
The line “I want five stars!” became a viral catchphrase across social media.