In an era where social media has become a part of everyday life, creating a standout ad campaign that captures viewers’ attention has become an inevitable challenge for marketers and advertising agencies. Consumer behavior in the digital world changes rapidly, competition is fierce, and people have more choices when it comes to content consumption. If an ad isn’t interesting, viewers will simply scroll past it or switch to another video.

Creating campaigns that people want to watch involves more than just thinking about brand messages, selling points, target consumers, or what we want to say. It’s also about recognizing the battlefield the campaign enters—what could be called the “competitors of the work.” Usually, marketers and agencies think of brand competitors, but in the real world, everything from celebrity content, cute animals, food reviews, travel vlogs, to social drama are all competing for viewers' attention. People only have one pair of eyes, and every second is a decision point: watch or scroll? engage or ignore?

Advertising today isn’t just about building awareness of a product or service, but also about creating engagement—making the content strong, unique, and interesting enough to make people stop and watch.

Creating an effective campaign doesn’t happen by accident. It requires strategic planning and smart thinking. This article reveals 8 key tactics to help Thai ad campaigns succeed and truly resonate with audiences:

1. Break the Norm: Defy expectations and surprise audiences

Create campaigns that break the mold—challenge the expected and reject boring, formulaic formats. Deliver the brand or message in ways that surprise consumers. If people can predict the outcome, they’ll move on. Just like a movie where you already know the ending, it loses interest.
This strategy requires experience because it often goes against what marketers are used to. But when done well, it’s incredibly effective at boosting engagement and brand recall.

2. Hijack the Moment: Steal the spotlight with perfect timing

Use moments, trends, culture, or even competitor stories to turn them in your favor. "Hijacking" moments can mean subtly inserting your brand into what people are already engaged with—or even jumping in unexpectedly and making it feel natural.
If done right, it leaves a lasting impression and creates a connection. But it must be done with care. A well-timed hijack can create massive differentiation and impact.

3. Solve the Human Problem: Understand and address real human issues

Look deeper into human challenges and create campaigns that understand and resolve them meaningfully. Good storytelling often begins with conflict. Identify stress points in daily life and offer a surprising, clever solution.
Advertising isn’t just about selling; it can solve problems. This requires deep consumer psychology and insight. Done well, it builds not just sales but long-term relationships with customers.

4. Think Light: Simple ideas are powerful

Overthinking kills great ideas. In an age of information overload, consumers are tired of complex messages. They want content that’s easy to digest and gets to the point.
Great ideas don’t need to be complicated. Strip away the fat, sharpen the core, and deliver something irresistible. Sometimes the clearest ideas are the most memorable.

5. Be Stupidly Smart: Be clever in your simplicity

When “stupid” becomes smart in disguise. This seemingly contradictory idea can make campaigns bold and unique. There’s a saying: “Big brains love complexity. Big results love simplicity.”
If people have to try hard to understand your ad, it’s probably not working. Make it as simple as possible—so good it makes people say, “Why didn’t I think of that?” Don’t overthink. Dare to do something that might look silly—it might turn out to be genius.

6. Talk to People, Not Personas: Speak human-to-human, not to demographics

Forget about target groups, stats, generic lifestyles, or fictional personas. Speak to real people in a way that feels authentic. Personas may have worked in the past, but today they can make ads feel disconnected.
Real people have dreams, anxieties, and emotions—far beyond what's in PowerPoint slides. Stop trying to sell to characters. Just talk like a friend—casual, real, and sincere. The best ads are the ones that make people say, “This ad really gets me.”

7. Put Purpose to Play: Meaningful advertising makes the world better

Funny or emotional ads are great—but the most important thing is to make people care. Give your brand a purpose and let your ads reflect real values. Great ideas should spark thoughts and feelings—maybe even change perspectives or conversations.
When people feel that buying from your brand contributes to something good, it creates deeper loyalty and connection.

8. Fun is the Key: If it’s not fun, why do it?

Fun is magnetic. It’s the only thing people don’t skip. Boring content is invisible—and if no one sees your work, you can’t sell anything.
Use fun to stop people in their tracks. Make them laugh, smile, or feel something. If your work can make someone laugh or stop scrolling, you’ve already won. Don’t beg for attention—earn it with fun that’s impossible to resist.
There’s no fixed formula for creativity. Even just one sharp idea from these eight can turn an ordinary campaign into something unforgettable. The most important thing is understanding the heart of your brand and the context of your audience. In the end, people don’t just remember what your brand says—they remember how it made them feel.

Today, Thai advertising is capturing the world’s attention with bold ideas, creative surprises, and a fearless approach to storytelling. But even with such creativity, there are still limits. Many ideas could go further if paired with the right technology. Compared to other countries, Thailand has yet to fully embrace tech to elevate campaigns.
At YDM Thailand, we believe that combining creativity with technology allows marketers and agencies to tell deeper, more powerful, and more emotional stories. With limitless tech to amplify creative ideas, we can achieve extraordinary results—and show the world something truly breathtaking from Thailand.

By: Mr. Anuwat Nitipanon, Chief Creative Officer, YDM (Thailand) Co., Ltd.