Did someone order a chicken commercial with extra explosions?

Pass the popcorn, indeed! Ad Nut sees what you did there, Five Star Chicken. This four-and-a-half-minute cinematic extravaganza is quite the feast for the eyes, even if it does make Ad Nut wonder if anyone's actually going to the cinema these days.
 

As a connoisseur of all things crispy and creative, Ad Nut must admit this campaign is quite a spicy, saucy spectacle.

It features iconic movie moments reimagined with real Five Star consumers. Think Korean zombies munching on more than just brains (thank goodness for the distracting power of fried chicken!), Spartans kicking it old-school with a side of poultry, and even a dinosaur-sized serving of nostalgia. All this is to celebrate the 40th anniversary of Five Star Chicken, Thailand's beloved fried and whole-roasted chicken outlet that has transformed from a local street vendor to a global franchise spanning nine countries and an impressive network of over 8,000 outlets in the last four decades.

 

The film is a cinematic delight. It includes numerous movie references, highlights five of Five Star Chicken’s beloved products: grilled chicken, fried chicken, chicken rolls, chicken with fish sauce, and has more product placement than a Marvel movie. 

 

“As we celebrate 40 years of Five Star Chicken, we want to remind our consumers of our core values. Unlike other brands that focus on frequent promotions, we ensure our products are always worth it—price, value, taste, and quality," says Thasorn Boonyanate, chief creative officer of BBDO Bangkok.

"Despite economic challenges, we never compromise on quality or quantity. Our brand is truly ‘worth it’ to remember, and we hope our audience enjoys this nostalgic cinematic journey and grabs a Five Star Chicken on their way home, during lunch, or anytime.”

Ad Nut might not be the target audience for such an ambitious film—Ad Nut prefers simpler plots with its snacks. Five Star Chicken wants viewers to remember their "worth," but honestly, Ad Nut's still trying to remember what exactly happened between the zombie attack and the Spartan kick.

 

Ad Nut gives the brand and its creative arm BBDO points for ambition, execution and scale but is left with one burning question: will all this Hollywood hype translate into real-world sales? Only time (and the next quarterly report) will tell.