This amusing commercial called “The Air Drummer” has a purpose encouraging Thais to “Discount for what you love most”.

In the film, Everyday, a girl practices drums even though she has no drum to play with. She practices as a routine. Finally, her mom notices. As a mother, she suddenly runs to Robinson with a 90% discount sticker in her hand. However, there was an unexpected turn of events due to a desire by a mother.

Because everyone has what they wish, but one who has a discount sticker gets what they want.

Robinson, Thailand’s top department store has launched its annual ‘Robinson Salesation’ sale, which allows you to choose whichever items you want to discount by just putting stickers on and getting the price off.

Everyone has what they wish, but one who has a discount sticker gets what they want.

Therefore, we spin-off this message into film commercial

called “The Air Drummer.”

The purpose of “The Air Drummer” is to increase customers’ awareness

on how essential to have this sticker. If it is in your hand, you can use

to “Discount for what you love most.”

Now, the things that you love belong to no one … but you.

Due to all of the successful components including humor and unexpected story, this campaign creates a phenomenon. Finally, it spread not only in Thailand but also other countries including Korea, China, Spain, and other countries.

Not only does this commercial entertain the audience but it also positively impacts on the total sale.

Total Impression 18 Million

Sales increased by 12% (from last year's promotional period)

Robinson is a department store that markets itself as a family mall because it doesn't sell only fashion items. but has a wide variety of goods that range from everyday necessities to home appliances to fulfill the shopping needs of all generations.

In addition, Thailand has a culture of mother and child living in the same house and close to each other. This ad therefore runs a story with a story between mother and child to attract the attention of viewers.

The crisis with PM2.5 dust in Thailand has been a trend in top 5 news for a long time, so the twist of the story is more than just a plot twist, but a topic that everyone is instantly engage and relate to right away.

This commercial is designed with a clear purpose of entertaining for all audiences. Therefore, the enlightenment of sound from drums is picked and designed to be a core concept which reaches and raises the audience’s emotion. This is also including the unexpected plot which is hard to predict. Moreover, this commercial ran up into another level, due to a collaboration with cameo who is the greatest and most famous Thais drummers of all time. With the delicacy, there is no doubt this commercial is both entertaining and driving sales.