Funny Robinson Campaign in Thailand Features Talented Air Drummer & Dust-Battling Mom

“I love you too, mom.”




Wolf BKK

Thailand department store, Robinson, has kicked off its annual ‘Robinson Salesation’ sale, allowing customers to put stickers on the items they want to be discounted and get a reduced price.

In support of the promotion, Wolf BKK and Thai directorNawapol Thamrongrattanarit, have collaborated on a fun new spot called “The Air Drummer.” The film’s aim is to inspire consumers to “Discount for what you love most.” In this case, your daughter – and your desire to not see her air drumming career cut short by dangerous dust.

The story follows a girl who practices playing drums every day, even though she doesn’t have an actual drum kit to play.


She follows this routine consistently, and eventually, her mother takes notice. But the dust problem is a growing concern. As a result, mom rushes to Robinson with a 90% discount sticker in her hand. However, things take an unexpected turn when mom’s purchase is not exactly what the daughter hoped it would be.


Agency: Wolf BKK, Thailand


Chief Creative Officer: Torsak Chuenprapar

Deputy Executive Creative Director: Nopharit Dusadeedumkoeng

Creative Group Head: Woottipong Lamangthong

Senior Copywriter: Anin Sriurairatana

Copywriter: Yarinda Ketjumpol

Art Director: Kanyaporn Longprasert, Smita Tronglakkana

Managing Director: Phannika Vongsayan

Business Director: Chonlatid Saenghiran

Communications Director: Thosaporn Kaewnurachadasorn

Communications Manager: Benchawan Ngamjiradawong

Agency’s Producer: Chanapat Srabua

Production Company: Happy Ending Film

Director: Nawapol Thamrongrattanarit


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