Coca-Cola has taken aim at Thailand’s relentless work culture with two new spots for its ‘The World Will Wait’ brand platform via Ogilvy Thailand and Ogilvy Singapore.
The campaign is built around the idea that mealtimes should sacred and free of phones, laptops, calls and looming deadlines and essentially run it off a cliff in its new bizarre spots following people who cannot seem to put the job down
The films ‘The Dentist’ and ‘The Cable Guy’, follow tradespeople who drag their jobs to the dinner table, but pushes the joke to near-ridiculous extremes. The spots were directed by Thai filmmaker Wuthisak Anarnkaporn, best known for his comedic timing and we can see why.
The Thailand work marks the latest local leg of the brand platform that has already begun rolling out in other markets, including the US. The US iteration plays it comparatively straight and is centred on two hero films, ‘Laptop Face’ and ‘The Most Important Meeting’.
The global platform is built on a stark generational shift. It was built to get families back around the dinner table, pushing daily mealtime as the moments worth protecting. Each market was given a slightly different twist to turn the idea into something locally specific.
“In a world that constantly demands our attention, we’ve observed a growing tension among our consumers – especially younger generations – who truly desire genuine connection but often feel overwhelmed by the urgent pressures of daily life,” said Coca-Cola Company vice president of marketing Arnab Roy.
“The World Will Wait” is designed to inspire us and remind everyone that some moments are simply too important to postpone. We want to rekindle the joy of shared meals, positioning Coca‑Cola as the perfect companion that brings people together.”
