SOUR Bangkok creates hilarious ‘Sabina Braless’ spot redefining family gatherings


In today’s fashion landscape, where “braless” and covering nipples are major trends, traditional bra companies are falling into competition not for style but for comfort. ‘Sabina’, the renowned Thai lingerie brand with over 30 years of expertise, has partnered with SOUR Bangkok to launch its innovative comfort product line, ‘Sabina Braless’.


Integrating cultural relevance and effective storytelling, Sabina cleverly incorporates the Thai root “Sabai,” meaning comfortable, into its marketing, creating a strong connection with consumers.

The film, featuring the presenter Baifern Pimchanok, a beloved Thai celebrity, leads the campaign ‘Make Your Breast Comfortable.’ Through common uncomfortable situations, such as introducing a girlfriend to the family, it transforms into an unpredictable ad targeting all with endless twists! Surprisingly, the Grandma’s scene went viral, indicating that most of the audience watched it until the end. Featuring a humorous seamless blend of product innovation and captivating storytelling, the film has amassed over 3 million views within just 2 days.

Agency: SOUR Bangkok
Chief Creative Officer: Damisa Ongsiriwattana
Executive Creative Director: Thamakorn Ruchakityanon
Art Director: Kanyaporn Longprasert
Art Director: Pichamon Siripacharakit
Copywriter: Lacksanapatr Sirichaijumnong
Copywriter: Nicha Witayapaisitsan
Managing Director: Pimmard Leenutaphong
Business Director & Sales Director: Surapong Chanprasert
Account Director: Pitchayaporn Taivejasart
Account Manager: Chavisa Buakruen
Head of Media: Napas Warasestasak
Senior Digital Planning Manager: Rattanakorn Somprasopsuk
Senior Media Buyer: Jiraphat Chaithongkham
Media Buyer: Ramida Chittragorn
Performance Media Specialist: Kanokpit Phrompat
Producer: Khanuengnit Wichitsakonkit
Production Company : Home Run Film
Film Director : Rong Soralamp
Production Producer : Sucheera Kaewngam
Music Compose House : Mellow Tunes
Sound Production Company : Banana Sound Studio
Post-Production Producer : Chaninart Sangrawee
Editor : Piyanan Sueksakarn

SOUR Bangkok creates hilarious ‘Sabina Braless’ spot redefining family gatherings SOUR Bangkok creates hilarious ‘Sabina Braless’ spot redefining family gatherings