STING creates turbo-charged six-second films for a world with shrinking attention spans

STING, a fast-growing energy drink brand, has teamed up with Leo Thailand to ignite “It must be STING” - a pulse-racing series of bite-sized films made for bite-sized attention spans.

Launched in July 2024 and continuing through 2025, the campaign features 18 six-second clips spotlighting everyday people who bring high energy to their craft - from chilli pickers and rappers to kickboxers and grocery packers. Six more instalments will roll out before the end of the year, produced by Bangkok-based Player 2.

“Thailand’s energy drink market is fiercely loyal to legacy brands, so STING had to do more than show up - it had to own these split-second moments to help people see that STING means energy,” said Yutana Jitcharoongphorn, CMO of Suntory PepsiCo Beverage (Thailand).

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The campaign rides on STING’s momentum across key markets including India, Pakistan, Egypt, Vietnam, and Thailand - positioning itself as the go-to brand for people eager to “get more done in record time.”

Recognising that Gen Z’s attention span averages just eight seconds - four seconds shorter than Millennials - Leo Thailand and Publicis Media Thailand embraced the constraint. Together, they secured six-second media slots designed to “beat the scroll” in a nation where people spend around five hours a day on their smartphones.

“We took inspiration from internet memes by creating fast, fun and super-short videos, each only six-seconds long - perfect for Gen Z attention spans, but long enough to make the product unforgettable. Whenever you see speed and fun like this, it must be STING,” Nutthawut Amkamsong, associate creative director at Leo Thailand, explained.

Through AI-powered targeting, the campaign has been personalised for multiple audience groups - from students and Muay Thai fans to farmers - and has already racked up 750 million views across Thailand. Adaptations are now live across six other Southeast Asian markets: Vietnam, the Philippines, Malaysia, Cambodia, Laos, and Myanmar.

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