Coca-Cola Thailand Tells Thailand’s Workaholics to Take a Seat

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.

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.

For Thailand, Coca-Cola takes a humorous look at the country’s famously hardworking culture. Across two films, 'The Dentist' and 'The Cable Guy,' work follows our protagonists all the way to the table, taking familiar occupations to increasingly hilarious extremes.

The films are a collaboration between Ogilvy Singapore and Ogilvy Thailand, directed by legendary Thai filmmaker and Factory01 founder Wuthisak Anarnkaporn (Un), who brings his unmistakable comedic storytelling and visual wit to the work.

​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.”