BBDO Bangkok’s ‘Death of a Salesman’ wins Grand Prix in Online Film at LIA 2025

LAS VEGAS, USA – At this year’s London International Awards (LIA), BBDO Bangkok took home the Grand Prix in Film – Online category, alongside three Golds, for its hilariously absurd and wildly effective campaign for Five Star Chicken: Death of a Salesman.

The flagship film, a four-minute mockumentary-style comedy, has become a masterclass in how branded entertainment can break through culture. Anchored by humor that transcends borders, the film follows a zealous street vendor who tries to sell everyday items — pillows, chairs, even cologne — as if they were as irresistible as Five Star Chicken. His deadpan pitches escalate into sheer absurdity, all leading to a punchline that seals the campaign’s truth: If it’s truly five-star, it’s gotta be Five Star Chicken.

Within just 20 days of launch, the campaign achieved over 50 million views, 53,000+ reactions, and spawned a wave of organic shares, memes, and parodies. The catchphrase “I want five stars!” went viral across social media, proving that humor — done right — does more than entertain: it builds both culture and commerce.

Five Star Chicken is no stranger to success. Established in 1985 on Ladprao 80 Street in Thailand, the brand has grown into an Asian powerhouse with over 8,000 outlets across 9 countries. As it celebrates its 40th year, Five Star stands tall as a franchise icon, proof that homegrown brands can go global while keeping their cultural spice intact.

In an exclusive interview with adobo magazine in Las Vegas, BBDO Bangkok’s Chief Creative Officer, Pete Boonyanante (known affectionately as “Crazy Pete” in the industry for his relentless passion), recounted the emotional moment he discovered his team had won the Grand Prix:

“I was with you yesterday when I stepped out of the jury room while they were deliberating my film. I didn’t think they would pick it—I felt the jury might find Thai work too crazy. But when they opened the door and told me, ‘you won,’ I thought, f** me, Grand Prix?!”*

Tears followed quickly.

“This was tough for us. It wasn’t easy to sell to the client. I have the best client, but they push us every year to do more, to win more. When we launched the campaign, I was told it was effective—and I searched for it. Then I saw: nearly 50 million views. Clearly, it was true.”

Overwhelmed, Pete shared how he called his wife, his team, and even tried to wake his CEO in Bangkok.

“This win isn’t just for Thailand—it’s for the ‘spiciness’ we bring to the world. Humor that everyone can understand. I’m grateful to my production team, to director Teerapol Suneta (Ae), the sound designer, and of course, our salesman himself. They should all be very proud. When I get back to Bangkok, we’re going to party for sure!”

Pete Boonyanante BBDO Bangkok’s Chief Creative Officer

Pete is more than a creative director — he’s a storyteller, songwriter, and filmmaker whose career spans 12 years and over 250 award-winning works. His portfolio includes campaigns for PepsiCo, Mercedes-Benz, TikTok, Tinder, Smirnoff, ThaiBev, Huawei, Samsung, and more. His fearless, all-in approach to every brief has earned him the nickname “Crazy Pete” from clients.

After a stint in Shanghai leading creative for multinational brands, Pete returned to Thailand, becoming the youngest Chief Creative Officer at BBDO Bangkok. In less than two years, he has steered the agency to win five major pitches, including Samsung Consumer Electric, Chang Football & Music, LINE, and the Tourism Authority of Thailand. His accolades speak for themselves: Cannes Lions, Andy Awards, D&AD, Adfest, Spikes Asia, AdStars, One Asia, and now the Grand Prix at LIA. In 2023, he was also named to Adweek’s Creative Leader 100.

The success of Death of a Salesman reinforces an insight long understood in Thai advertising: humor travels. By balancing absurdity with universal relatability, BBDO Bangkok turned a quirky brand message into a global conversation.

Five Star Chicken may have started as a humble street food stall in Bangkok, but with campaigns like this, it’s proving that Thai creativity has a stage in every corner of the world. And for Pete and his team, the Grand Prix is not just an award. It’s a promise fulfilled.

CREDITS

Entrant: BBDO Bangkok, Bangkok
Brand: Five Star
Title: “Death of A Salesman”

Corporate Name of Client: CPF Restaurant and Foods Chain Co., Ltd.
Client Companies: CPF Restaurant and Foods Chain Co., Ltd.

Agency: BBDO Bangkok, Bangkok
Agency CEO: Somkiat Larptanunchaiwong
Agency Chief Creative Officer: Thasorn Boonyanate
Agency Executive Creative Director: Thasorn Boonyanate
Agency Group Creative Director: Warunyoo Sorasetsakoon
Agency Creative Directors: Thasorn Boonyanate / Warunyoo Sorasetsakoon
Agency Copywriters: Panupong Nakju / Thasorn Boonyanate / Warunyoo Sorasetsakoon
Agency Art Directors: Phanus Sobsamai / Thasorn Boonyanate / Warunyoo Sorasetsakoon
Agency Producer: Toungrak Jiravatanarungsri
Agency Project Manager: Autcharawan Laohachataroop
Agency Strategic Planners: Chanapa Vongvaranont / Suchanad Kosaipat
Agency Business Directors: Taksina Vasaruchapong / Mira Komolwanich
Agency Account Executive: Waneenat Sangramphaiwaigee
Agency Planning Director: Prasit Kunanuphanchai

Production Company: Suneta House, Bangkok
Production Company Director: Teerapol Suneta
Production Company 1st AD: Manoo Techadee
Production Company 2nd AD: Kittikhun Jongkraiwut
Production Company Producer: Chanapa Ployarunrung
Production Company Cinematographer: Chalongwut Chorruangsak
Production Company Art Director: Warawan Laksanarom
Production Company Gaffer: Phongthep Phusawang

Post-Production Editor: Sarawut Kaweethammawong
Color Company Colorist: Nattacha Khajornkiatsakul

Sound Design Company: Sound Space, Bangkok
Sound Design Company Sound Mixer: Danai Suthamcharee

adobo magazine is an official media partner of LIA 2025.

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