Coca-Cola drops its most literal ‘stop and have a Coke’ ads

A surreal advert by Coca-Cola Thailand feels offbeat for the brand, but in keeping with the country’s humour.

Thailand consistently ranks among the world's most active social-media populations, while work-life balance has become an increasingly prominent conversation across many Asian markets.

'The World Will Wait' by Coca-Cola Thailand taps directly into those tensions, using Coke as the social glue.

For decades, Coca-Cola advertising has urged the world to stop what it is doing and enjoy a Coke.

'The World Will Wait' is perhaps the most literal expression of that idea, with the focus not just on Coke, but on family too.

Created by Ogilvy Singapore and Ogilvy Bangkok, the campaign addresses a Thai cultural issue: the pressure many workers feel to remain constantly productive. 

Queue scenes include a dentist who takes his job obsession too far by turning the home dining table into a makeshift clinic during dinner and a cable technician's work fixation disrupting an ordinary family setting.

The campaign, like so many in the West, highlights that emails, meetings, and notifications are not worth sacrificing more important things for. We’ll drink to that.