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Five Star Chicken Turns 40 With a Cinematic Campaign Worth Remembering
Five Star Chicken's "40 Years of Deliciousness That's Worth Remembering" is a hero film campaign created by BBDO Bangkok and released in Thailand in August 2024, celebrating the brand's 40th anniversary by placing real Five Star consumers inside faithful recreations of some of the most recognisable scenes in global cinema history.
The campaign arrives as a direct successor to a celebrated creative lineage. According to BBDO Bangkok's own published records, the agency's 2022 campaign for Five Star Chicken, "The Movies That Made (From) Us," earned a Bronze Lion at Cannes 2023, two Gold awards at One Asia, a Silver at ADFEST, and Best of Storytelling at YouTube Works. That campaign was built entirely from consumer-sourced ideas, positioning the brand around the idea that Five Star Chicken connects generations. The 2024 campaign inherits that cinematic language and stretches it into anniversary territory, asking not just what movies consumers love but what it would feel like to live inside them.
In Thailand, where the campaign launched exclusively, the film runs to approximately four and a half minutes, according to Campaign Asia. Within that runtime, Five Star consumers re-enact the water-trembling dinosaur sequence from a landmark prehistoric thriller, the Spartan battle-kick from a swords-and-shields epic, the frantic train zombie sequences of a Korean horror blockbuster, and the emotionally devastating father-daughter reunion of a space-exploration drama. Each scene is stitched to a specific Five Star product — grilled chicken, fried chicken, chicken rolls, and chicken with fish sauce — making the product range the connective tissue of the narrative rather than a postscript to it.
The campaign carries a Clapboard Score of 63 out of 100, reflecting strong creative ambition and a coherent brand-to-entertainment link, tempered by the executional complexity of sustaining audience attention across multiple genre shifts in a single film.
Five Star Chicken operates in one of Southeast Asia's most competitive quick-service restaurant environments. Thailand's chicken limited-service restaurant segment reached US$912.54 million in value sales in 2024, with growth of approximately 14.9 percent year over year, according to data from the US Department of Agriculture Foreign Agricultural Service. That same market housed 33,253 QSR outlets in 2024, representing a 3.6 percent increase on the prior year, per the same source. Within that landscape, KFC Thailand held an estimated 52 percent of the country's fried-chicken market in 2024, according to Nation Thailand, while CP Foods-affiliated brands and local independent operators competed aggressively across the price spectrum.
Against that backdrop, Thasorn Boonyanate, Chief Creative Officer at BBDO Bangkok, articulated the strategic premise explicitly in an interview published by Campaign Asia on August 8, 2024. "Unlike other brands that focus on frequent promotions, we ensure our products are always worth it — price, value, taste, and quality," Boonyanate stated. The decision to anchor the 40th anniversary around memory rather than discounting is therefore deliberate competitive differentiation: where KFC Thailand and other QSR competitors routinely lead with limited-time offers and value-meal mechanics, Five Star Chicken positions its four decades as evidence of intrinsic worth rather than manufactured urgency.
The strategic continuity with the 2022 "The Movies That Made (From) Us" campaign is equally purposeful. According to BBDO's published case material, that earlier campaign was designed to close a generational gap, reconnecting an aging loyal base with Gen Y and Gen Z Thai consumers by crowdsourcing the very cultural references used in the film. The 2024 film extends that logic: if the brand could build its story from what consumers remember, it can now celebrate its anniversary by inserting those consumers directly into the memories themselves.
Teerapol Suneta directed the campaign film. Suneta, founder of Bangkok-based production company Suneta House, is the same director behind both "The Movies That Made (From) Us" and the viral "My Parent is a Tiktoker" campaign — the latter recognised as one of Thailand's breakthrough Cannes-awarded films, according to Campaign Brief Asia. His involvement with Five Star Chicken across multiple campaigns gives the 2024 film a directorial consistency that goes beyond aesthetic continuity: Suneta understands the brand's appetite for genre play and its trust in real consumers as performers rather than cast substitutes.
The production challenge inherent in the "40 Years of Deliciousness" campaign is considerable. Recreating four cinematically distinct sequences — a prehistoric creature thriller, a Spartan battle epic, a Korean zombie horror, and a science-fiction family drama — within a single coherent brand film requires not merely strong visual references but the tonal discipline to shift between them without the audience losing the thread. According to Campaign Asia's review published August 8, 2024, the film succeeds as a "cinematic delight" at the level of craft, while the same review noted that the density of genre transitions across four and a half minutes risks losing segments of the audience before the final product reveal lands. That tension between creative ambition and communicative clarity is precisely what the Clapboard Score of 63 out of 100 reflects.
The choice to cast real Five Star consumers rather than professional actors in the reimagined scenes anchors the film's emotional argument. Production credits beyond Teerapol Suneta and BBDO Bangkok's creative leadership under Chief Creative Officer Thasorn Boonyanate are not fully documented in publicly available sources at the time of writing. What the available record confirms is that the film was completed and published in Thailand in August 2024 as a single media asset, per Campaign Brief Asia's reporting on August 6, 2024.
No verified third-party performance data measuring reach, sales uplift, or brand-tracking shifts for the "40 Years of Deliciousness That's Worth Remembering" campaign is publicly available at the time of writing. The campaign was published in August 2024, and industry commentary has focused primarily on its creative credentials rather than its commercial outcomes.
Campaign Asia's review, published August 8, 2024, described the film as a "cinematic delight" while raising a pointed structural question: whether a four-and-a-half-minute film built around elaborate movie recreations translates into purchase behaviour at the point of sale. That question is not rhetorical. Thailand's foodservice market was valued at US$32.85 billion with expected growth of approximately 7 percent in 2024, according to the US Department of Agriculture Foreign Agricultural Service, meaning Five Star Chicken is competing for consumer attention and spending in an expanding but intensely contested environment.
What the structural evidence does support is the campaign's brand-building logic. The decision to celebrate 40 years of deliciousness through cinematic memory rather than promotional mechanics reinforces Five Star Chicken's positioning as a quality-first brand — a posture that Thasorn Boonyanate of BBDO Bangkok articulated directly to Campaign Asia. The film's predecessor, "The Movies That Made (From) Us," demonstrated that the brand's entertainment-led approach can earn industry recognition at the highest levels, including a Cannes Bronze Lion, confirmed by BBDO's own published records. Whether the 2024 film earns equivalent recognition remains to be confirmed by awards bodies. The Clapboard Score of 63 out of 100 reflects creative ambition that is genuine and craft that is evident, alongside the executional risk that accompanies a multi-genre, long-form brand film in a market where QSR competitors default to shorter, promotion-led formats.
Five Star Chicken's "40 Years of Deliciousness That's Worth Remembering" is a hero film created by BBDO Bangkok and released in Thailand in August 2024. The approximately four-and-a-half-minute film celebrates the brand's 40th anniversary by placing real Five Star consumers inside recreations of globally recognised movie scenes, linking each scene to a specific Five Star product.
BBDO Bangkok, part of BBDO Asia, created the campaign. The agency has a sustained creative partnership with Five Star Chicken, having also produced the award-winning "The Movies That Made (From) Us" campaign in 2022, which earned a Cannes Bronze Lion in 2023, according to BBDO's own published records.
Teerapol Suneta of Suneta House directed the film. Suneta is the same director behind Five Star Chicken's 2022 Cannes-recognised campaign and the viral "My Parent is a Tiktoker," according to Campaign Brief Asia. His established relationship with the brand brings directorial continuity to the anniversary film's cinematic ambitions.
The film recreates four internationally recognised movie moments: the water-trembling dinosaur sequence from a prehistoric thriller, the Spartan battle-kick from a swords-and-shields epic, train zombie sequences from a Korean horror film, and a science-fiction father-daughter reunion. Real Five Star consumers perform in each recreation, per Campaign Brief Asia's reporting.
Five Star Chicken deliberately avoids promotion-led messaging. KFC Thailand held approximately 52 percent of Thailand's fried-chicken market in 2024, according to Nation Thailand, competing heavily on value offers. Five Star's strategy, as articulated by BBDO Bangkok Chief Creative Officer Thasorn Boonyanate to Campaign Asia, centres on quality and cultural memory instead of discounting.
The campaign receives a Clapboard Score of 63 out of 100. The score acknowledges the film's genuine creative ambition and production craft under director Teerapol Suneta and BBDO Bangkok, while reflecting the executional risk of sustaining audience attention across multiple distinct genre sequences within a single four-and-a-half-minute brand film.
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