Bangkok, Thailand – Most of us, especially the younger generation, are guilty of not noticing our parents or loved ones. While some would reason they are busy with their own lives, others are actually busy being immersed in the chaos of social media. With that, how can parents and other loved ones reconnect with the younglings?

In a campaign that merges both humour and emotional heartstrings, local chicken chain Five Star Chicken has teamed up with creative agency BBDO Bangkok to launch a visually quirky and heartwarming campaign that will make you rethink your social media habits.

The campaign saw three famous Thai TikTokers have their accounts taken over by each other’s adorable parents and grandparents, who transformed into travel vloggers, mini soap opera stars, and even Na’vi aliens from the movie ‘Avatar’.

Their mission? To slide into their own children’s and grandchildren’s private messages and convince them to come home and share a precious meal with them.

The ad film is directed by one of Thailand’s top commercial directors, Teeraphol Suneta, also known as Aei from Suneta House. It was released just in time for the Thai national long holiday, Songkran, when many Thais visit their hometowns to reunite with family.

Thasorn Boonyanate, chief creative officer of BBDO Bangkok, said, “For over 37 years, Five Star Chicken has been all about serving up delicious food that brings families together. With this campaign, we took it a step further by finding a creative way to grab the attention of the younger generation and encourage them to reconnect with their loved old ones over a shared meal.”

Bangkok, Thailand – What happens when a brand struggles to come up with the theme for their latest advertising campaign? Some would say lean to one generation first and leave the rest. But this was not what Thai fried chicken brand Five Star Chicken did, and instead crowdsourced every idea they could get from both the young and old generation, and made it into a full seven-minute ad.

Conceptualised alongside creative agency BBDO Bangkok, the quirky and tongue-in-cheek ad features a presenter called ‘Weir’ who tries to crowdsource ideas for the ad. And so, with every minute passing, a totally unrelated scene or theme comes into play, whether bad guys chowing down on chicken sticks, a Harry Potter sorcerer turning into a magical princess, or how a commando goes head to head with a Chinese martial artist.

As quirky as the ad is, the brand communicates its message that no matter the ideology–whether politics, music, fashion or even how to raise your child–what you all share is the love for chicken.

“The first replies were some quirky, but cool ones on Instagram, but then we saw people discussing the topic further on Facebook and Twitter. In the end, our filmmaker suggested we go out and ask people on the street what they want, and bang, we had an ad for all generations,” the agency explained.

Meanwhile, Thasorn Boonyanate, chief creative officer at BBDO Bangkok, commented, “It’s quirky, it’s weird, it’s funny, and yet it’s a super entertaining film that brings together every idea from every generation into one exciting story.”

As of this writing, the ad has generated over 600,000 views on Five Star Chicken Thailand’s official YouTube channel.