YDM Thailand creates “Dare to Step” for Gambol addressing Thailand’s most taboo issues
A fearless film series from YDM Thailand tackles Thailand’s toughest issues – armed with nothing but a sandal and some serious satire.
What do domestic violence, air pollution, and corruption have in common? Thais have been plagued with these issues for far too long, feeling angry yet powerless – and now, all the issues are being hit by a sandal.
In its boldest move yet, Thai footwear brand Gambol launches a satirical film series titled “Dare to Step”, a punchy campaign that blends prehistoric absurdity with fearless social commentary.
Created by YDM Thailand, and directed by top Thai commercial director Teerapol “Ae” Suneta, the campaign brings societal discomfort into the spotlight – using humor, heart, and yes, a sandal. Each film confronts deeply rooted issues in Thai society through a world where everyone is still an ape, and silence has always been the norm. Until now.
Set in Thailand. 5 million years ago. In all three films, society is made up of primitive apes, living in a not-so-different version to modern Thailand. Just like today, when something goes wrong, no one dares to step up – until, out of nowhere, a pair of Gambol sandals falls from the sky like a gift from the gods.
One ape puts them on. Instead of walking away, he throws his sandal to stop the problem and slaps some senses into those around him.
Domestic Violence
A husband ape grabs his wife by the hair. No one intervenes. Until one Gambol-wearing ape hurls his sandal to stop the abuse. When the aggressor tries on the sandal, the G-Bold comfort softens his body and clears his mind. He sees what he’s done. And he apologizes and promises to do better.
Air Pollution from Burning
An ape burns his land to save time and money, not caring about the toxic smoke it creates. Everyone shrugs—it’s his land. But again, a sandal flies. One step in Gambol, and the ape realizes his actions hurt everyone. He admits it. Loudly.
Corruption
A politician ape unfairly distributes corn harvests, keeping the best for his inner circle. No one speaks out. Until the sandal hits. And just like that, another mind changes.
At the heart of the campaign is a simple, liberating idea: When your feet feel right, your brain can too. Gambol’s signature G-Bold™ and G-Reflex™ technology becomes a catalyst—not just for physical comfort, but for the mental clarity and boldness to do the right thing.
The campaign signs off with a single line: “Dare to Step” or “Klar-Tae”. In Thai, the phrase “Klar-Tae” carries a clever double meaning: “Tae” means to step or touch upon—but it’s also the Thai word for sandal. It’s both a call to step into uncomfortable truths and to step into the very footwear that helps you stand your ground.
A line that turns a sandal into a symbol of courage—and an invitation to take a stand, even when no one else will.
“We believe a great sandal doesn’t just bring comfort—it brings confidence and meaning to every step. At Gambol, we obsess over every detail because we want people to move with courage and purpose. With over 15 million pairs sold each year, our sandals have become more than footwear—they’re a small but powerful force helping people stand tall for what’s right, for themselves and for society,” said Wuthichai Kitkamjai, Business Development Manager, Gambol
“We didn’t want to make just another footwear ad,” says Anuwat Nitipanont, Chief Creative Officer of YDM Thailand. “We wanted to use satire to expose truths and show that even something as simple as a sandal can become a symbol of change.”
The campaign’s sharp and satirical tone is brought to life by Teerapol “Ae” Suneta, one of Thailand’s top commercial directors. His unique touch adds heart, humanity, and humor to every frame.
