But not all of them end up doing this. Luckily, entered under the success category is Siam Commercial Bank.

SCB, which is now aggressively promoting its retail banking services, has been quite successful with its credit-card commercial. The success lies with the presenters, one of whom is Nok Air CEO Patee Sarasin touting the quick redemption of points for air tickets.

But impressing viewers even more is a phrase that appears in another instalment in the series: the "swift flip". It shows how convenient it is to use the card whenever cardholders want to buy anything.

But lavish spending runs counter to the economic philosophy of self-sufficiency that the Crown Property Bureau - the SCB's major shareholder - has tried hard to convey.

Bureau director and SCB chairman Chirayu Isarangkun Na Ayutthaya showed some discomfort yesterday when asked about the contradictory messages emanating from the two organisations.

"I have been asked this question all along and already told the bank to handle advertising with care," he replied sheepishly.

Indeed, he should be glad. Not all advertisers would receive that kind of feedback.

Airline's ageism

Whenever other airlines recruit new flight attendants these days, Thais always ask themselves why there are no such calls from our own national carrier, Thai Airways International, and its offspring, Nok Air. Without new recruitment, it's as if the two airlines are not expanding at all, while others are bullish about prospects for domestic and international travel.

But now, low-cost airline Nok Air is recruiting new flight attendants, ahead of its planned expansion.

In the announcement, it invites those who possess all the attributes and special personality traits that match the popular Nok Air culture.

If it is hard to know exactly which personality traits match the culture, the airline specifies a minimum height of 160 centimetres, excellent communication skills, both in Thai and English, with local dialects an advantage, a smart personality and a service-oriented mindset.

Most importantly, they must be no older than 27. Given these qualities and the age limit, the new flight attendants must really be amiable. The females would be every man's dream girl. Indeed, it's quite surprising the airline does not opt for someone older. Those over 30 are still capable of servicing travellers, and at that age they would probably also not encourage much "bad behaviour" on the part of the male passengers.

I can't help but feel this is kind of discriminatory.

achara_d@nationgroup.com