Thailand's Coca-Cola Campaign Tackles Distractions During Shared Meals

Coca-Cola has launched its 'The World Will Wait' campaign in Thailand, encouraging people to put aside distractions during shared meals. Developed by WPP Open X and led by Ogilvy Thailand, the campaign features two locally developed films that use surreal humour to tackle the familiar experience of being physically present at the dinner table while mentally preoccupied with work.

The two films, 'The Dentist' and 'The Cable Guy', showcase exaggerated scenarios where the working day follows people into their personal lives. In 'The Dentist', a young man sits down for hot pot with his girlfriend but remains mentally at the dental clinic, with sounds and gestures associated with his job appearing around the meal.

A shared Coca-Cola helps bring his attention back to the person and meal in front of him. Meanwhile, 'The Cable Guy' follows a utility worker who appears to be fixing overhead cables from a raised truck basket, but is eventually revealed to be taking place in his imagination as he sits with his daughter during a countryside meal.

Coca-Cola's senior marketing director at Thailand, Kitisak Manoratana, said the campaign aims to encourage people to pause and rediscover the simple joy of enjoying food with those who matter. The local creative brings that invitation to life with a sense of humour that hopes to resonate with audiences across Thailand.