States | States Campaign | Thailand

4T (referring to the 4-stroke cycle of standard motorcycle combustion engines) is a commonly used in Thailand to refer to motor lubricants in general. Due to all the brands out there, the consumer might never realise the quality they are missing out on by simply asking for 4T at the cashiers. The new branding campaign by Creative Por-Pieng is illustrating this confusion with a humorous parody.

The ad features a motorcyclist asking for 4T, and instead of receiving the quality-assured States from a beautiful model, he is handed a random brand by an unappealing old maid. The moral of the story is ‘Don’t just say ‘4T’, say ‘States’’.

The initial phase of the campaign introduces States as a brand; a second phase will outline the performance of the lubricant.

Managing director and strategic planning director at Creative Por-Pieng Brian Nachaisit said the ad has been well-received, claiming that motorcyclists were able to relate to it when it first launched. “The client has received lots of compliments from dealers nationwide, and also many reports that motorcyclists love it,” Nachaisit said, adding that this had prompted States to extend the duration of the first phase of the campaign.



Translated synopsis:
Motorcyclist: Hi, one bottle of 4T (4 Strokes lubricant) please.
Motorcyclist: (After see old maid with 4T bottle) being scared!!!
Motorcycle: Hi! One bottle of “States” please.
Shop owner says to old maid: No, No, I get it myself.
VO: Motorcycle knows better, when order 4T, you must order “States”.
Graphic: States..s..s…
VO: “Don’t just say “4T”, say “States”.


Credits:
Project States
Client States motorcycle lubricant
Creative agency Creative Por-Pieng, Bangkok
Executive creative director Chang Kiatluknachai
Agency head Chattakul Nachaisit
Production company Mum Films
Director Suthon Petchsuwan
Exposure Television