WeChat ad mocks Thai messenger app users who say they don’t need its new features

The digital arm of JWT has created a new campaign for social messaging service WeChat to alert users in Thailand to its new features.

The campaign positions WeChat as “the ultimate social sensation” and in four TV ads mocks the people who claim they don’t need its new features.

In one of the films, a woman with an extraordinary memory claims she does not WeChat’s Universal Search function.

In an execution called ‘Spy’, a would-be undercover agent reckons that the new Video Call feature could blow his cover.

In this video, a yogi rejects the need for the new Special Keywords function.

And in the fourth video, a macho man claims to be averse to emoticon stickers.

The campaign also contains a print and online component, and the stories in the ads are brought to life in longer films created for the web.

Hansa Wongsiripitack, a business director at JWT Connect, said: “In line with the fun, young and exciting brand image of WeChat, the new features are highlighted in four TVCs that share the same tone. In these stories, a few quirky characters bring these features to life by refusing to use them – even though the rest of the world falling in love with this ultimate social sensation.”


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