In Thailand, the nation’s most popular shrimp cracker brand has been etched into people’s brains as Calbee for the last four decades. But in Japan, where its parent company is based, the snack is called Ebisen.

Led by Bangkok-based agencies Scrum and Adk Thai, the brand’s playful new campaign is putting the debate to rest for good by revealing its real identity to Thai audiences.

Titled The Culture Shock, the ad shows an interaction between a young Japanese tourist and a Thai shopkeeper as they disagree over the shrimp snack’s name.

While things start out friendly enough, the scene quickly descends into hysteria as they both try to convince each other of the ‘real’ name of their favourite snack, before a clever twist finally reveals the truth.

Credits:
Agency: Scrum x Adk Thai
CCO: Wikorn Rojarayanont
Creative Director: Pattanapond Ketrathon
Copywriters: Chanakarn Kriangsantikul, Wikorn Rojarayanont
Art Directors: Purisalak Sawantrat, Tanatip Siriphan, Pattanapond Ketrathon
Graphic Designer: Darawan Japanya
Production: Human Human
Director: Komsan Yamchuen (Ake)