AD ADDICT brings fun to Thai ad industry by replacing its CEO with a mascot ‘Super MWAH’

In an industry where exhaustion often feels like the norm, Thai ad industry publication AD ADDICT set out to shift the mood. Its answer: turning its iconic lips logo into something bigger — Super MWAH, a mascot created to make advertising fun again.

Super MWAH comes with a playful backstory as an alien from the planet Lablinn XP, born from the power of creativity across the universe. With this origin, Super MWAH takes on a mission to connect the advertising world with the public, spread fun through fresh experiences, and restore smiles to the industry.

The mascot’s journey began in secret. At the start of 2024, AD ADDICT sent plush Super MWAH dolls as New Year gifts to agencies and partners, positioning them as undercover “observers” of advertiser and marketer life — the first step in building recognition.

On August 13, 2025, AD ADDICT officially introduced Super MWAH with a dramatic Facebook takeover. The bold highlight: CEO Pongpiti “Pert” Phasukyud was humorously “replaced” by Super MWAH, now declared the Chief Entertainment Officer. The stunt sparked massive buzz on social media under the viral hashtag #MWAHTakeover.

To showcase its role as an industry mirror, AD ADDICT launched MWAH The Disguiser, a campaign reimagining the mascot in the likeness of Thailand’s top creatives, marketers, and leaders. This personalized approach fueled organic conversation across the community.

Throughout the takeover, Super MWAH appeared in diverse content formats — knowledge posts, an original song and music video, memes, and even a mascot “interview.” The campaign concluded with the launch of MWAH! at Office LINE stickers, turning relatable agency-life moments into daily conversations while also creating a new business stream for AD ADDICT.

The momentum continued the very next day (August 14, 2025), when Super MWAH made its first offline appearance at DAAT DAY 2025, one of Thailand’s largest industry gatherings with more than 2,000 attendees. At the event, Super MWAH mingled with professionals through “Send a Kiss with MWAH,” a selfie-friendly activity that became one of the conference’s most talked-about highlights.

As CEO, Super MWAH also launched cOffice Hour — Thailand’s first morning coffee rave for agency people. Inspired by the late-night schedules of industry professionals, the event invited agencies to recharge with coffee, music, and community. Highlights included a message wall for sharing encouragement, a “Send-a-Kiss” booth for recording voice clips, and DJ MWAH, where the mascot entertained with a custom “Kiss Playlist.” The result: a joyful morning that left attendees energized and smiling as they returned to work.

Super MWAH marks the first use of a mascot in Thailand’s advertising and marketing media publisher industry. More than just a friendly symbol, it strengthens AD ADDICT’s brand identity, builds stronger connections with followers, and elevates customer experience beyond digital screens.

And this is only the beginning. Under #MWAHClub, AD ADDICT plans to grow Super MWAH into an entertainment and happiness hub for the industry, supported by original content and creative activations. The mission is clear: to establish Super MWAH as the true hero of Thailand’s advertising industry.