Cannes Contenders 2026: Thailand

Dettol It’s Dettol Time

What better piece to kick off with than one directed by the grandmaster of Thai commercials himself, Thanonchai Sornsriwichai.

What I love most is how physically and psychologically uncomfortable the film becomes in such an entertaining way.

The character building is so sharp that I instantly disliked the protagonist, which made his eventual treatment feel strangely satisfying.

Thanonchai has always had this ability to turn human flaws into unforgettable entertainment, and this film does exactly that.

Best of all, it completely disguises itself - you never expect it to be a hygiene ad until it is finally revealed at the end.

KFC The Kaprao Criminals

I love how this film uses a heritage character like Colonel Sanders to create an emotional connection with the audience.

As a Thai who genuinely loves the original Pad Kraprao, I appreciate seeing an international brand that truly understands local insight and dares to make a bold statement about an overlooked issue surrounding one of Thailand’s most common dishes.

Once again, Suneta House and Wolf BKK take their signature sarcastic humour to another level.

If you’re Thai, there are also plenty of Easter eggs throughout the film that make it even more entertaining. For example, one of the cellmates is played by a famous former inmate.

Thai Life Insurance Unfading Love

To be honest, I’ve missed this kind of Thai film, the kind with a classic emotional twist that punches you right in the heart.

The story itself is already powerful, but what makes it even stronger is how the director carefully layers the emotion, from the initial setup all the way to the reveal.

This film by Ogilvy Thailand hit me so hard that I called my mother immediately after watching it.

Krung Sri First Choice Patient

Factory01 perfectly captures the pain of waiting in such a short story.

The subtle weirdness blends brilliantly with the sarcastic punchline, creating a style of humour that instantly connects with the audience.

But above all, what truly stands out is how they turn that insight into the brand’s message. That’s courageous creativity.

Snack Jack Ring Mother Strike

Not only entertaining, this piece by Choojai and Friends brings an everyday issue into the spotlight and somehow connects it seamlessly to the brand, a snack with good intentions.

Suneta House blends action, drama and humour into a distinctly local flavour, delivering a powerful message that aligns perfectly with the brand’s positioning and resonates strongly with its target audience.