Hakuhodo Bangkok brings humour to utilities with PEA “Quick Click. Life Slick.” campaign
Hakuhodo Bangkok has launched a new campaign for Provincial Electricity Authority (PEA), using humour and everyday cultural insight to reposition how utility services are communicated in Thailand.
Titled “Quick Click. Life Slick.”, the work promotes PEA’s new digital platform, PEA Sabuy Service, which consolidates five electricity-related services into a single online experience.
The brief challenged Hakuhodo Bangkok to make essential services feel simple, human and relevant – particularly for provincial audiences who are increasingly digitally connected.
The agency anchored the idea in the Thai concept of sabuy, meaning comfort and peace of mind. Rather than explaining features, the campaign presents electricity services as everyday relief: fast, seamless solutions that remove friction from daily life.
The campaign stars Joey Phuwasit, a widely recognised provincial personality who plays a relatable “go-to” family problem-solver. Across slice-of-life scenarios, he demonstrates how the platform simplifies routine electricity tasks – from payments to service management – through a few quick clicks.
By blending pop-culture tone with public-service messaging, the films aim to make a bureaucratic category feel approachable and shareable rather than instructional.
The campaign is running nationally across TV, online video, social media and digital touchpoints to reach both urban and regional audiences. The film positions PEA not only as an infrastructure provider, but as a modern service brand aligned with contemporary lifestyles.
Beyond promoting a digital platform, the work reflects a wider evolution in Thai government and utility marketing – moving from purely functional messaging toward emotionally engaging storytelling.
Hakuhodo Bangkok’s approach suggests that even essential services can adopt cultural nuance and entertainment value, reframing everyday administration as something frictionless, familiar and human.
Credits
Client: Provincial Electricity Authority (PEA)
Creative Agency: Hakuhodo Bangkok
Production: Piccadilly
