Bestads Best of the Week Reviewed by Thamakorn Ruchakityanon, ECD, SOUR Bangkok
Each week Bestadsontv.com [the global arm of Campaign Brief] picks the very best advertising in the world, in every medium – which is reviewed by a top creative director or team to select their own personal favourites.
This week’s guest judge is Thamakorn Ruchakityanon, Executive Creative Director at SOUR Bangkok.
BEST TV
Winner: JCPenney ‘Retail Rejuvenation‘. Personally, I still love films with a touch of satire-the kind that makes you smile-so this was my favourite of the round. I enjoyed the details in the script and the performances of the characters. The therapy concept itself may not be entirely new, but presenting it as a mockumentary gives the idea a fresh and entertaining twist.
Runners-up: Grab 5 Star Eats ‘Keyboard Warriors‘ and Paddy Power ‘Why The Football Not?‘ People love watching stories about themselves-or, simply put, stories they can relate to. These two films achieve that in very different ways, so I’m giving them equal runner-up status.
Why The Football Not? delivers a distinctly Western style of humour, playfully poking fun at football culture. Meanwhile, Keyboard Warriors boldly makes fun of its own customers in a very Asian way. I believe audiences from each culture will enjoy these different styles of storytelling equally.
BEST PRINT
No winner.
Runner-up: SsangYong Motor Company ‘The Power of Sensitivity‘. Among all the print visuals, this was the first one that immediately stood out to me. For print advertising, the ability to stop people and make them look is essential-and that is exactly why I chose this piece.
BEST OUTDOOR
Winner: Riksbyggen ‘Sweden’s Smallest Homes‘. I chose this work for its simplicity and its ability to raise awareness through a powerful fact. It also fits perfectly with how people behave today-it makes you want to step inside, engage with it, and experience the issue for yourself. What I appreciate even more is that the company didn’t stop at highlighting the problem. It also proposed policy reforms as part of the solution, making me feel that the brand genuinely wants to create change.
Runner-up: Little Caesars ‘Doorman Codes‘. What makes this idea interesting is the way it finds a fresh media opportunity in an unexpected place. I particularly like the win-win “unofficial partnership” with doormen, turning them into a new promotional channel that helps deliver offers directly to customers.
This week’s guest judge is Thamakorn Ruchakityanon, (previously known as Kusuma), Executive Creative Director at SOUR Bangkok, an independent agency specializing in the women’s market and named Southeast Asia Boutique Agency of the Year for seven consecutive years.
With nearly two decades of experience at SOUR, BBDO Bangkok and J. Walter Thompson, she is known for transforming Asian insights and Thai humor into globally recognized work. Her notable campaigns include Sabina Braless’ “Make Yourself Comfortable,” a Cannes Lions 2024 winner, and Dettol Thailand’s “It’s Dettol Time,” which received recognition from several international award shows, including Cannes Lions and The One Show 2026. She also pioneered Thailand’s most famous virtual influencer, ‘Katii’, who won the Thailand Influencer Awards 2022 and was featured on the covers of Vogue Thailand, L’Officiel Thailand, and Harper’s Bazaar, redefining business models in the metaverse era.
Thamakorn has served as a jury member at Cannes Lions, LIA, Spikes Asia, ADFEST, APAC Effie Awards, Gerety Awards, CICLOPE Festival and ONE Asia. Guided by her motto, “Work hard, explore harder,” she continues to bring local ideas to the global stage.
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