‘I’m Not Going Shopping’ – An Admirable Mantra That’s Hard to Live up to in Funny New Ad

“We’re letting go of all new collections”


Central Department Store


Wolf BKK, Thailand

Wolf BKK has created a funny new campaign film pitching Thailand’s Central Department Store’s annual Midnight Sale.

This year’s concept “Un-letgoable Ceremony” shows two women on a spiritual journey to rid themselves of the material desire to shop only to find themselves unable to resist the draw of the Midnight Sale.

On their endeavor, deep in the woods they are constantly distracted as they chant “we’re letting go of all new collections” and “I am not going shopping.”


Things don’t quite work out as they hoped.



Brand: Central Department Store
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Associate Creative Director: Pawares Vessukanmanukul
Art Director: Botthawan Theeratrakul
Copywriter: Pandarie Somjit
Managing Director: Phannika Vongsayan
Business Director : Chonlatid Saenghiran
Communications Director : Thosaporn Kaewnurachadasorn
Communications Manager: Benchawan Ngamjiradawong
Agency Producer: Chanapat Srabua
Production Company: Factory01
Director: Wuttisak Anankaporn

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