Krungthai Bank navigates Thai ad restrictions with creative strategy by SPA-Hakuhodo
When Thai law banned the word “loan” from advertising, Krungthai Bank didn’t back down. Instead, SPA-Hakuhodo Thailand turned a regulatory hurdle into a creative opportunity—with a bold new word: “fight.”
In Thailand, promoting personal loan products is a legal minefield. Any content perceived as encouraging borrowing is subject to immediate censorship. Even mentioning the word “loan” in an ad can get it pulled. But Krungthai Bank believed that responsible lending still had a place—especially when it could help people through financial emergencies. Together with SPA-Hakuhodo, they set out to advertise a loan product… without ever saying “loan.”
Enter: “Krungthai Jai-Pum”—a campaign that never uses the word “loan,” yet still delivers the message loud and clear.
The solution: Replace the word “loan” (กู้ “Ku”) with “fight” (สู้ “Su”)—a powerful symbol of resilience in Thai culture.
Even the campaign logo cleverly embedded the word “loan” (กู้ “Ku”) into the letterforms of “fight” (สู้ “Su”), allowing the message to shine through without violating regulations.
SPA-Hakuhodo Thailand launched a high-impact TVC featuring legendary fighters from different universes—heroes known for never losing a battle. But for the first time ever, they faced an opponent they couldn’t defeat alone: financial stress. That’s when Krungthai Jai-Pum entered the ring, offering a smart, responsible lending solution to help them “fight through” their emergencies.
This wasn’t just a commercial. It was a statement: “Even fighters need help sometimes and we’re here to fight with you.”
Credits
Agency: SPA-Hakuhodo Thailand
Pak Bunchusanong: Deputy Executive Creative Director
Chairat Nimsukee: Creative Group Head
Chumjark Suksabai: Creative Group Head
Chanida Noikampan: Producer
Production House: Humour House
Director: Pruk Pramted
Producer: Tiwaporn Pattarabovonkul
Client Service and Strategic Planning team
General Manager: Bongkot Charoentham
Account Director: Naiphatsorn Sakyaphinant
Account Executive: Kiatkong Thiamtham
Executive Strategic Planning Director: Nattakarn Wattanamongkolsil
Associate Strategic Planning Director: Hathaipun Jaroenthawornlap
