Coca-Cola Inspires Young Thais to Express Feelings in Emotional Ad

Ogilvy has launched the new summer campaign for Coca-Cola with a TV commercial which will bring a tear to even the hardest of eyes. Derived from the consumer insight that young Thais are afraid to speak their minds lest they disrupt relationships, the campaign hopes to inspire Thai people to be upfront with their feelings and in turn, foster closer relationships with their loved ones. The TV commercial depicts three relationships; a father and his daughter; a mother and her son; and a couple. Each story has a 'secret' to tell, which they struggle to divulge due to the long-held Thai custom of avoiding confrontation.

“Coke has always been connected with moments of sharing through food and conversation, most Thais remember sharing a meal at a local restaurant with family and friends and Coke being a part of that," says Wisit Lumsiricharoenchoke, group executive creative director, Ogilvy Group Thailand. "But through this campaign we wanted to go deeper, and address the social norm of avoiding confrontation which is still so deeply-rooted in Thailand, especially between the young generation and their parents.

"Our research showed that revealing to their parents choices of study, gender identity and relationships were the greatest source of tension amongst Thai teens, so we have brought these to life in a positive way, showing that honest communication brings people together.”

Carlos Diaz-Rigby, general manager, Coca-Cola Thailand, added: “This campaign was conceived through in-depth research with Thai consumers, especially teenagers, who are afraid to speak their minds openly with parents, friends and loved ones, fearing that their candour may lead to disapproval. Coca-Cola, is a brand that has valued close relationships and encouraged social acceptance for more than 132 years. So we felt compelled to raise awareness of this issue through a heart-warming TV commercial.”

Vocal sensation and teen favourite 'Nont' Tanont Chumroen is the artist behind the campaign’s official theme song and 'James' Teradon Supapunpinyo is the brand ambassador for the campaign.