Coca-Cola Thailand and Ogilvy remind hardworking Thais that the world can wait
Coca-Cola Thailand has reminded people to put work aside and come back to the table with two new films for its global ‘The World Will Wait’ campaign. Created by Ogilvy Singapore and Ogilvy Thailand, and directed by Factory01’s Wuthisak Anarnkaporn, ‘The Dentist’ and ‘The Cable Guy’ take a humorous look at Thailand’s famously hardworking culture.
Built around the importance of being present during mealtimes, the campaign celebrates the table as a place to switch off from work, distractions and everything else competing for our attention, and reconnect with the people around us.
Across the films, the campaign follows its protagonists all the way to the table, taking familiar occupations to increasingly hilarious extremes.
Kitisak Manoratana, Senior Marketing Director at Coca-Cola Thailand, said: “Shared meals have an important place in everyday life in Thailand, but it is not always easy to leave the pressures and distractions of the day behind. Through ‘The World Will Wait’, Coca-Cola is encouraging people to pause, be present and rediscover the simple joy of enjoying food with the people who matter. The local creative brings that invitation to life with a sense of humor that we hope will resonate with audiences across Thailand.”
Pete Thasorn Boonyanate, Chief Creative Officer at Ogilvy Thailand, said: “We wanted to express the global campaign idea through storytelling that feels genuinely local. Thai humor often finds something unexpected in familiar situations, so we used surreal scenarios to show how easily the working day can follow someone to the table. The films offer a light-hearted reminder to leave those distractions behind and return to the people and the meal in front of us.”
Komkrib Chockchaikatanyu, IMX Director of Creative and Content, Coca-Cola Thailand, said: “Today, work doesn’t end when we leave the office. There’s always another email, call or distraction asking for our attention. Coca-Cola has always been part of the moments that bring people together, and ‘The World Will Wait’ is a reminder to put work aside, share a meal and a Coke, and be present with the people around us.”
Nikhil Panjwani, Executive Creative Director, Ogilvy Singapore, added: “Thailand takes work seriously, so we thought we shouldn’t. We took the very familiar idea of bringing work home and took it somewhere outlandish. Un was the perfect mastermind to bring it to life in his inimitable Thai way.”
Credits
Brand: Coca-Cola
Marketing Director: Jack Kitisak Manoratana
Account Director: Asawin Rojmethatawee
Account Director: Komkrib Chokchaikatanyu
Account Director: Han Thwe Pro
Account Director: Kiratirat Busamongkol
Brand Director: Cesar Gangoso
Marketing Director: Rachelle Marcaida
Agency: Ogilvy Singapore
Chief Creative Officer: Nicolas Courant
Executive Creative Director: Nikhil Panjwani
Creative Team: Grace Wong, Enkainia Lee, Thasorn Boonyanate
Business Director: Suat Ling Khoo
Director: Eugenia Ngan
Planning Director: Arjun Vendanayagam
Agency: Ogilvy Bangkok
Chief Creative Officer: Thasorn Boonyanate
Chief Executive Officer: Mettipapan Tongton
Account Director: Nerissa Yoksuwan
Account Manager: Napatra Punnachaiya
Production: Factory01, Thailand
Director: Wuthisak Anarnkaporn
Producer: Rungtawan Nanthasaen
Producer: Sawanya Jumchart
Director of Photography: Pasit Tandaechanurat
Assistant Director: Mattanee Uajarernsup
Assistant Director: Wityawat Lakam
