Cute Press cosmetics and Sour Bangkok campaign against the stereotype of women as bad drivers in Thailand
Sour Bangkok has released new work that aims to empower women and take women side when being stereotyped as bad drivers in Thailand.
The campaign for Cute Press cosmetics brand illustrates how one of the most common topics of conversation in Thai everyday life is ‘traffic’. And women are continually prejudged against as bad drivers.
Sour uses this film as a cute way to send this message to men who like to judge women – whenever you see women drive badly, it’s a trap!
Sour’s Lek Damisa said statistic show that women are better drivers than men so the brand takes this opportunity to portray the real situation to empower women.
The film demonstrates a common car parking situation, the man who pre-judge woman driver, ends up being lured by her charisma. This fashion film finally reveals women drive badly for a reason. So don’t underestimate a woman’s charm and abilities.
Client: Cute Press
Agency: SOUR Bangkok
Executive Creative Director: Damisa Ongsiriwattana
Managing Director: Pimmard Leenutaphong
Creative Director: Warunpon Trithepwijit
Copywriter: Shanya Jiwachotkamjorn
Art Director: Thanjira Sansanavarnee
Client Service: Phakwan Somboonphon
Agency Producer: Wuttipon Thanopajai
Production Company: Unboxnow.tv
Director: Littichai Siriprasitpong
Executive Producer: Arunwan So
Producer: Atchara Mahayotsanun