Are we in the metaverse or are we actually in denial?

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Hello Creative Folks,

This edition is going to sting a bit.

We’ve all been that brand.
The one that thinks a VR headset, an influencer, and a buzzword can save a mediocre brief. The one that slaps “AI-powered,” “Web3,” or “for the metaverse” on something as basic as a banner ad.

So before we mock Krungsri First Choice’s Metaverrrrrrr campaign, let’s admit it: this ad isn’t just about them. It’s about us.

The Joke’s on the Whole Industry

Created by Leo Burnett Thailand, Metaverrrrrrr opens like every agency fever dream—big budget, high energy, empty purpose. Actors argue over brand colors. Sets glitch between the “real” and “virtual” world. A CGI mascot gets stuck mid-render. Even the tagline collapses under its own pretension.

It’s chaotic, ridiculous, and painfully familiar.
You can practically smell the brainstorm that birthed it: “Guys, what if we did the first-ever metaverse credit card ad?”

But the genius here is that Krungsri leans into the absurdity instead of denying it. The ad literally breaks down in front of you — characters question the point of the campaign, the meaning of “metaverse,” and eventually, whether anyone’s even watching.

It’s meta-humor done right: the punchline isn’t the product, it’s our collective delusion. And somehow, that honesty makes the brand more likable.

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Why It Works (And Why It Hurts)

1. It weaponizes self-awareness.
In a post-trust world, audiences can smell marketing nonsense a mile away. So instead of hiding behind jargon, Krungsri exposed it — and that vulnerability earned credibility.

2. It says what everyone’s thinking.
When you say the quiet part out loud (“We have no idea what the metaverse even is”), people laugh with you, not at you.

3. It mirrors chaos with craft.
The fourth-wall breaks, jump cuts, and meta commentary aren’t random. They’re a reflection of how overstimulated modern marketing feels — desperate, self-referential, endlessly rebranded.

4. It redefines honesty as a creative device.
Admitting “this is an ad” used to break immersion. Now, it builds trust. The more you wink at the audience, the more they root for you.

The Mirror We Deserve

Metaverrrrrrr doesn’t mock innovation — it mocks the performance of it. The constant need to look cutting-edge even when you have nothing to say. It’s a roast, but it’s affectionate. Because deep down, we all know that behind every overdesigned, overhyped campaign is a terrified marketer whispering: “Please don’t scroll past.”

So this isn’t just an ad about the metaverse.
It’s an intervention.

And if you’re reading this — yes, we’re part of the problem too.
We’ll write a newsletter about it, overanalyze it, and call it “insight.”

But at least we’ll laugh at ourselves while doing it.

Figment Line:

When the world’s out of buzzwords, the only thing left to sell is honesty.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.