AD ADDICT has made history in Thailand’s advertising industry by doing what no publisher has ever done before: replacing its CEO with a new mascot. Super MWAH now serves as Chief Entertainment Officer, leading a mission to make Thai advertising more fun and engaging.
In an industry where exhaustion has become the norm, AD ADDICT — Thailand’s trusted media platform for advertising and creativity — set out to change the mood. Its answer was to turn its iconic lips logo into something bigger: Super MWAH, a mascot designed to make advertising fun again.
AD ADDICT introduces Super MWAH as more than just a mascot — it comes with its own playful backstory as an alien from the planet Lablinn XP, born from the power of creativity across the universe. With this origin, Super MWAH takes on a serious mission: to become a hero who connects the advertising world with the public, spreads fun through fresh experiences, and restores smiles to the industry.
What many don’t know is that Super MWAH had already made a secret debut. At the beginning of 2024, AD ADDICT sent plush Super MWAH dolls as New Year gifts to agencies and partners, acting as undercover “observers” of advertiser and marketer life. This stealth move marked the very first step in building recognition for the mascot.
On August 13, 2025, AD ADDICT officially unveiled Super MWAH with a dramatic Facebook takeover. The highlight was nothing short of bold: the removal of current CEO – Pongpiti “Pert” Phasukyud and the appointment of Super MWAH as the new CEO (Chief Entertainment Officer). The stunt generated massive buzz across social media, igniting the viral phenomenon #MWAHTakeover.
To prove that Super MWAH reflects the spirit of the ad industry, AD ADDICT introduced “MWAH The Disguiser,” a campaign that reimagined the mascot in the image of Thailand’s top creatives, marketers, and leaders. The personalized twist drove organic buzz and conversation across the community.
Throughout the day, Super MWAH also took center stage across a variety of content formats — from knowledge posts, original song & music video, memes to an exclusive interview with the mascot itself.
The takeover wrapped up with the launch of ‘MWAH! at Office’ LINE stickers, which captured everyday insights of agency life and turned them into relatable stickers for industry professionals — bringing MWAH into daily conversations while also creating a new business opportunity for AD ADDICT.
After making buzz online, The very next day (August 14, 2025) Super MWAH surprised the industry once again with its first-ever offline appearance at DAAT DAY 2025, one of the largest gatherings of advertising professionals (more than 2,000 attendees). At the event, Super MWAH mingled with attendees through the playful activity “Send a Kiss with MWAH”, creating memorable selfie moments that quickly became one of the most talked-about highlights of the conference.
But that wasn’t the end. As the newly appointed CEO, Super MWAH went on to launch ‘cOffice Hour’ — Thailand’s first morning coffee rave party designed especially for agency people. The idea was inspired by the insight that agency folks often work late nights and rarely have time to recharge with friends. Instead, MWAH invited agencies to send their hardworking team members for a morning filled with coffee, music, and good vibes alongside peers from other agencies.
The event featured coffee, sandwiches, and exclusive souvenirs. Interactive activity zones were also created, including a message wall for sharing encouragement and a “Send-a-Kiss” corner where participants could record kiss-voice clips to become part of MWAH’s ongoing secret mission.
The highlight of the party was the ‘DJ MWAH’, where the mascot and CEO took on the role of DJ, spinning a special custom “Kiss Playlist” and entertaining the crowd with playful antics. The event turned into a joyful, energy-boosting morning that left everyone recharged and ready to return to work with a smile.
The appearance of Super MWAH marks the first-ever use of a mascot in Thailand’s advertising and marketing media publisher industry — serving as a bridge to build a stronger brand identity. More than creating a friendly and approachable image, Super MWAH strengthens the bond with followers, making them feel closer to AD ADDICT and more eager to engage with its content. The offline activations also demonstrate a creative approach to elevating customer experience — going far beyond text on a screen.
And this is only the beginning of Super MWAH’s mission to re-energize the advertising world. Looking ahead, AD ADDICT will continue bringing Super MWAH into the heart of the industry through new creative activities under #MWAHClub — a community designed as an entertainment and happiness hub for advertising and marketing professionals. At the same time, AD ADDICT will keep rolling out original content starring Super MWAH across all platforms, with one clear mission: to establish this mascot as the true “Hero of Thailand’s Advertising Industry.”
