BBDO Bangkok lands Grand Prix and 3 Gold statues at LIA for hilarious ‘Death of a Salesman’ campaign for Five Star Chicken
BBDO Bangkok scored a major creative achievement overnight – winning the Grand LIA and three Gold statues for their latest campaign for Five Star Chicken. The campaign won in the Online Film category at the London International Awards judging in Las Vegas. Campaign Brief Asia spoke with BBDO Bangkok Chief Creative Officer Thasorn Boonyanate on the ground at the LIA 2025 judging to find out more on the campaign.
BBDO Bangkok worked closely with director Teerapol Suneta from Suneta House, Bangkok. The campaign turns a quirky insight about online star ratings into a witty and emotionally resonant campaign that is aiming to connect the brand with modern Thai consumers.
Boonyanate explains that Five Star Chicken is a 40 year old brand in Thailand that grew from a small kiosk selling grilled chicken to around 7000 stores throughout Thailand.
“It’s a very competitive market in Thailand and each year, our agency looks for a fresh way to promote the brand. This time, inspiration came from a very modern consumer behavior: reading online reviews,” said Boonyanate.
“When you open a delivery app, you see every food outlet with a different rating — 3.5 stars here, 4.7 there – never a full five. But we are Five Star Chicken! So we wanted to remind people that our chicken is always truly five-star quality.”
The creative result was “The Death of a Salesman”, a humorous film following an overzealous salesman who tries to prove everything he sells is “five-star” – from a chair that’s “too tender” (like the chicken), to a helmet that’s “too crispy” to wear. Of course, none of his products work — except the chicken.
“In the end, this salesman admits, apart from chicken, he can’t sell anything,” said Boonyanate. “Because what we do best and what we really are five-star at is our chicken.”
“Teerapol Suneta is a key partner in the campaign’s success. He has been with us from the start. He understands the brand, the client, and most importantly the Thai consumer. Every word, every detail in this film comes from that deep understanding,” he said.
It was an emotional win for Boonyanate, who was on the judging panel in Las Vegas but spent 45 minutes outside the room while the 8 remaining jurors deliberated.
“When it was announced as a Grand LIA winner I was stunned. I stepped out of the judging room thinking ‘No way they’ll pick our work.’ Then Adam Shaw (CB Asia) opened the door and said, ‘You won.’ I thought he was joking!”. It was very emotional when I walked back in and the others on the jury congratulated me,” said Boonyanate.
“I called my wife and cried. I called my CEO who was still asleep, and then I called one of my team who screamed in the shower. It was surreal,” laughs Boonyanate.
He said the recognition proved to our team and agency that a deeply local idea can resonate globally: “You think your campaign is just for Thais – but then the whole world gets it. That’s the best feeling.”
Boonyanate said much of the success is due to a brave and collaborative client: “Five Star is a tough but fair client, and they always believe in creativity. We don’t make ads for awards; we make them to sell chicken. But when you do it honestly, with insight and humor, it connects with everyone.”
He adds that Thai clients, in general, are more open to bold ideas. “They always ask, ‘Can we be the talk of the town?’ They trust creativity because Thai consumers love humor and emotional storytelling. Even if it feels risky, they believe in the process.”
By contrast, he notes, markets with bigger budgets sometimes play it safer. “In China, when I worked there we had 10 times the budget, but not the bravery. Thai clients know a strong insight and a great story will win hearts – and that’s what matters most.”
London International Awards is the first awards show that ‘Death of a Salesman’ has been entered into.
Read Campaign Brief Asia’s story on the launch of the campaign here.