Five Star Chicken Bridges Generations With Deepfake Emotion
Five Star Chicken's 2022 campaign 'Quality time, again', created by Bangkok agency Rabbit's Tale, is a documentary-style film set in Thailand that uses deepfake technology to stage an imagined reunion between a young woman named Supitchaya Na Songkla and her deceased mother, anchoring the brand's 36-year heritage to a universal truth about shared meals and lost time.
The campaign launches from a precise strategic insight: that younger generations in Thailand carry unresolved longing for time they did not spend with older family members. Five Star Chicken, a quick-serve restaurant chain owned by Five Star Chicken International Co., Ltd., itself part of Charoen Pokphand Foods, according to Campaign Brief Asia, had operated for more than 36 years by the time this work was published in June 2022. Rather than rely on product demonstration or price promotion, the brand chose to position itself at the centre of intergenerational memory — the shared chicken meal as a vessel for family connection across time.
The campaign's concept, 'Quality time, again', operates on two registers simultaneously. On one level it is an invitation to younger Thai audiences to reclaim time with living relatives before that opportunity is gone. On another, it is a demonstration of what technology and storytelling can do when directed at genuine human emotion rather than spectacle. The campaign was classified as Content, Experiential, and Film media, and per Clapboard's editorial records it contains a single primary media asset — the documentary film itself — which carries the full weight of the brand's message. In Thailand, where family obligation and filial piety remain deeply embedded in social life, the creative logic of the campaign aligns tightly with its audience's lived experience.
Five Star Chicken identified a generational gap as both a cultural problem and a brand opportunity. The strategic foundation of 'Quality time, again' rests on research indicating that younger Thai consumers associate formative family memories with specific shared meals, and that Five Star Chicken's menu features prominently among those recollections, as documented by Rabbit's Tale and reported by Campaign Brief Asia. The brand's challenge was to remain meaningful to a generation that had grown up with its food but now consumed content and made dining choices differently from their parents.
In Thailand, the quick-service restaurant sector was estimated at approximately US$1.25 billion by the end of 2023, according to Statista, and the chicken limited-service restaurant category specifically was valued at approximately US$717.76 million in 2022, representing growth of around 18.9 percent from the prior year, also per Statista. These figures position Five Star Chicken within a highly competitive and rapidly expanding market. Rivals such as KFC, which operates an extensive network across Thailand under Yum Brands, and Central Restaurants Group's local portfolio, command significant category share and invest heavily in youth-oriented brand communications. Against these competitors, Five Star Chicken chose depth over reach — a single emotionally resonant film over a broad media buy.
The insight driving this choice, as documented by Rabbit's Tale and covered by Campaign Brief Asia, is that family reconnection through food is not merely nostalgic but actionable. By making the campaign experiential rather than purely broadcast, Rabbit's Tale gave the brand a role in creating a memory rather than simply recalling one. The use of VR in advertising contexts alongside deepfake technology elevated the work beyond a conventional emotional film, signalling that Five Star Chicken could engage with innovation without abandoning the warmth that defines its 36-year brand narrative in Thailand.
Director Teerapol Suneta of production company Suneta House in Bangkok helmed the film, according to Campaign Brief Asia. The production approach is documentary in register — observational, intimate, and structured around a real subject rather than a scripted performance. Supitchaya Na Songkla, known as Oh, is presented as herself: a young Thai woman who spoke openly with the production team about her family relationships and her grief over her mother's passing.
The creative execution earns its emotional authority through restraint. Rather than dramatise grief through conventional cinematic devices, the film allows Oh's account to accumulate weight before introducing the technological centrepiece. Producer Chanapa Ployarunrung, also credited by Campaign Brief Asia, helped shape a production environment in which the subject's vulnerability could be captured authentically. The deepfake sequence — in which Oh encounters a digital reconstruction of her deceased mother — is presented not as a technological demonstration but as a private moment given cinematic form. This distinction matters: the technology serves the narrative rather than overwhelming it, which is the defining craft decision of the piece.
The campaign's classification as Experiential alongside Film reflects the intent to move beyond passive viewing. As documented by ADFEST, which included the work in its 2023 awards archive, the campaign was framed as an intervention in the lives of its audience rather than a message directed at them. The narrative structure — real person, real loss, real technology, real emotional outcome — creates a loop that implicates the viewer directly. In the context of Thailand's food and drink advertising landscape, where emotional storytelling has a strong tradition but deepfake-assisted narrative remains rare, the craft choices made by Rabbit's Tale and Suneta House represent a considered departure from category norms.
No independently verified campaign performance metrics for 'Quality time, again' — such as view counts, brand lift figures, or sales uplift data — are publicly available from audited third-party sources at the time of publication. What the public record does confirm is that the campaign earned recognition within the regional creative industry. ADFEST included the work in its 2023 awards archive, identifying it as a notable local-brand effort to address Thailand's generational divide, according to the ADFEST archive. Campaign Brief Asia covered the campaign on its publication date of June 10, 2022, a marker of industry attention in the Southeast Asian creative market.
Structurally, the campaign is well-positioned to generate sustained organic reach. A single-asset documentary film built around a real person's story carries inherently shareable qualities, particularly in Thailand, where emotionally resonant branded content has a demonstrable track record of achieving broad social distribution without paid amplification. The decision to anchor the campaign to VR in advertising practice and deepfake technology also gave the work a news hook that extended its coverage beyond trade press into broader media conversation, as noted by Campaign Brief Asia's reporting.
Clapboard assigns 'Quality time, again' a score of 69 out of 100, reflecting strong creative ambition and meaningful technology integration set against the absence of independently verifiable performance data and the inherent difficulty of scaling a single-subject documentary into a sustained campaign platform. The work is most effective as a demonstration of brand character — what Five Star Chicken believes about time, family, and food — rather than as a directly measurable sales vehicle.
'Quality time, again' is a 2022 documentary-style film created by Rabbit's Tale for Five Star Chicken in Thailand. It uses deepfake technology to stage an imagined reunion between a young woman named Supitchaya Na Songkla and her deceased mother, positioning the brand around intergenerational memory and shared meals.
Rabbit's Tale, a Bangkok-based advertising agency, created the campaign. Director Teerapol Suneta of Suneta House directed the documentary film, with producer Chanapa Ployarunrung overseeing production, according to Campaign Brief Asia's coverage of the campaign published in June 2022.
Five Star Chicken used deepfake technology to create a digital reconstruction of campaign subject Oh's deceased mother, allowing an imagined on-screen reunion. The technology served the film's documentary narrative rather than functioning as spectacle, distinguishing the campaign's approach within Thailand's food and drink advertising landscape.
ADFEST included 'Quality time, again' in its 2023 awards archive, framing it as a local-brand effort to bridge Thailand's generation gap, according to the ADFEST archive. Campaign Brief Asia also covered the work at launch, signalling industry recognition within the Southeast Asian creative market.
Five Star Chicken identified that younger Thai consumers associate formative family memories with shared meals featuring its menu, according to Rabbit's Tale's documented campaign rationale. With over 36 years of brand heritage by 2022, the brand used the 'Quality time, again' concept to remain emotionally relevant to a new generation of Thai consumers.
Clapboard assigns 'Quality time, again' a score of 69 out of 100. The rating reflects strong creative ambition and meaningful deepfake technology integration, moderated by the absence of independently verified performance metrics and the structural challenge of scaling a single-subject documentary into a broader campaign platform.
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