Central Department Store says “Keep the Best Gift to Yourself” in holiday spot via Wolf BKK

Wolf BKK has once again partnered up with Central Department Store to introduce a new holiday season mantra this Black Midnight Sale: ‘Keep the Best Gift to Yourself.’

While shopping and gifting for others can be merry and joyful, Central Black Midnight Sale knows its shoppers better than anyone else. Recognizing that sometimes, the best gift is the one you give yourself.

“Keep the Best Gift to Yourself” is all about embracing the joy of self-gifting in a playful and fun way. It taps into the familiar spirit of Thai gifting culture while adding a humorous twist. By focusing on the idea that sometimes, the best gift isn’t the one you give away, but the one you keep to yourself, the campaign encourages shoppers to indulge in a little self-love this holiday season.

The campaign kicks off with a humorous film that parodies the cute Thai gifting tradition. In this story, one sister presents a gift, but the other quickly realizes that the best gift isn’t the one she received—It’s a pre-loved gift attached with a new tag to make it look like new. A hilarious tug-of-war begins as the gifter refuses to let go, determined to keep the best gift to herself.

Beyond the film, Wolf BKK driving foot traffic with an in-store activation where shoppers can collect exclusive ‘gift tags’ to make their pre-loved gifts feel as if they are new. These tags allow shoppers to indulge by playfully pranking their loved ones with pre-loved gifts paired with special tags that unlock discounts on the Central App, making it a fun way to keep the giving cycle going and ensuring everyone enjoys the ultimate reward: a little self-love—and more gifts to themselves.