PATTAYA, THAILAND – Factory 01‘s Anarkaporn “Un” Wuthisak, known for his comedic genius in Thailand’s creative industry, joined BBDO Bangkok’s Chief Creative Officer Thasorn Boonyanate at ADFEST 2025 to discuss why comedy is Thailand’s secret weapon. The conversation was moderated by shots co-editor Jamie Madge.
In their discussion on March 21 at the Pattaya Exhibition and Conference Hall (PEACH) at the Royal Cliff Group Hotels in Pattaya, Thailand, Un shared a surprising insight: being funny doesn’t necessarily mean you can create a funny film. Confessing that he sees himself as a “boring” guy, he sat down with adobo Magazine to discuss his unique approach to comedy and his own secret weapon.
Blueprint for comedy
For Un, comedy isn’t about being funny — it’s about spotting the perfect moment and understanding why it makes people laugh.
“I never find myself as a funny person. I’m very stressed, but it’s humor,” he confessed. Un approaches humor as a structure — a perspective that has shaped the countless commercials and campaigns he has directed.
When he spots a funny moment, he breaks it down, builds a structure around it, and repeats it. In the fast-paced world of advertising, where actors have little time to prepare, he knows they can’t be trained to be funny on the spot. But with the right structure in place, they don’t have to be — the humor is already woven into the entire execution.
Humanity over culture
Un’s works have been recognized internationally. Very recently, he has worked with GIGIL and Grab Philippines in producing Summer, a campaign that won a Gold and Silvers in ADFEST, and a Silver Lions in the Viral Film subcategory at the Cannes Film Lions.
When asked how he maintains the cultural nuances in his work while also peppering the beloved “absurdity” that people have loved about him, Un said that he doesn’t chase culture — he taps into human nature. To him, culture isn’t the focus; it’s the byproduct of understanding what truly makes people laugh.
By nailing the essence of human behavior, his work naturally resonates, whether in Thailand, the Philippines, or beyond. He doesn’t set out to create something culturally specific — he simply connects with people on a fundamental level, and culture follows.
The element of surprise
For Un, keeping his work fresh isn’t just a choice — it’s essential. “I choose to do this career because it’s fun, and if we have to do exactly the same every time, it’s not fun, so I should change my career, right?” he says. Repeating the same formula would take the joy out of it, but beyond personal fulfillment, originality is crucial in advertising.
Clients prioritize effectiveness, and audiences quickly lose interest if they can predict the joke. “If you repeat the same joke, the audience gonna get more because they know that you’re gonna do this and that … and next time you do it, it’s gonna be like less and less ability to grab the awareness from the audience,” Un explains.
Instead, he believes in constant evolution — shifting, changing, and keeping audiences on their toes. “They want the content to attack them. And they like that.” In the end, it’s not just about how the work is done — it’s about delivering results, and that demands constant reinvention.
His secret weapon
Un never consciously thought about his core essence — until someone pointed it out. In a discussion years ago, a colleague told him, “You have a very strong power in terms of observing.” That moment shifted his perspective. Looking back, he realized how much he enjoys simply watching people from afar, unnoticed, as they act naturally. “Sometimes it’s funny … I just capture that,” he reflected. Observation, it turns out, is his secret weapon.
Un may not see himself as a funny guy, but his work proves otherwise. His sharp observation and unique take on humor have propelled him to creative genius. And what makes a “boring” guy like him laugh? His answer is brutally simple: human stupidity.
“I think human is stupid, but we just try to hide. We just try to be smart. I think everyone have their own stupid angle, but we just try to hide. And if we just stupid, it’s not fun. I think it’s funny because we try to hide. And that’s the funny part.”
