Chaindrite sends the whole termite family packing in new campaign via Spa-Hakuhodo

In Thailand, termites aren’t just hated for destroying homes. Their filthy, destructive nature has even inspired a uniquely Thai insult: “San-dan Pluak” – literally, “termite behaviour” – used to describe someone with truly awful character.

Teaming up with Spa-Hakuhodo Thailand, Chaindrite’s latest campaign takes that insult literally.

The film imagines termites as the family from hell, taking over our homes, eating through our property, trashing the place, behaving disgustingly and making themselves comfortable as if the house belonged to them. And they don’t come alone. They move in, multiply and turn our homes into breeding grounds for millions more just like them. Enough is enough.

But Chaindrite’s new formula doesn’t kill them on the spot. We’re kind enough to give them one last chance to go home and say goodbye to the family. The new formula lets termites carry it back to the nest, spreading it throughout the colony before taking out the entire termite family.

One last family reunion. Then, goodbye to the whole damn clan.

Credits
Client: Sherwood Corporation (Chaindrite)
Agency: Spa-Hakuhodo Thailand
Executive Creative Director: Pak Bunchusanong
Creative Group Head: Chumjark Suksabai
Creative Group Head: Chairat Nimsukee
Producer: Chanida Noikampan
General Manager: Chanwit Trakoolpaiboolpol
Associate Client Service Director: Lalada Tanthivitayamas
Senior Account Manager: Phatthiya U-kasoontorn
Senior Account Executive: Kulsinee Thatinjan
Executive Strategic Planning Director: Natnika Tanwongprasert
Senior Strategic Planner: Nattaphong Tantichutrakool
Production House: We Are Happy
Director: Thapakron u-sakul
Producer: Sumalee Tantrapongsaton