This new commercial by Ogilvy features rising superstars “James” Teradon Supapunpinyo and “Nont” Tanont Chumroen. In the ad Thai teenagers gather strength from a sip of Coke, to share their feelings with their closest family. A young girl tells her father that despite her acceptance to medical school, she wants to study art. Thai people go to extreme lengths to avoid confrontation as that's their custom, so this is a huge step for that young woman who obviously doesn't want to disappoint her father. In another scene, a couple on their way out for anniversary dinner has their plans change as the husband finally admits that he hates fancy restaurants. Another scene is a mother and her son, where the son comes out to his mother and explains that his best friend is actually his partner.
“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. 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.” said Wisit Lumsiricharoenchoke – Group Executive Creative Director , Ogilvy Group Thailand.
“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.” added Lumsiricharoenchoke.
Mr. Carlos Diaz-Rigby, General Manager, Coca-Cola (Thailand) Limited said: “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.
Group Executive Creative Director: Wisit Lumsiricharoenchoke
Senior Art Director: Dhevan Dhurabhan
Junior Art Director: Khontarat Techatrisorn
Group Strategy Director: Vanich Jirasuwankij
Strategy Director: Sasipa Mongolnavin
Associate, Strategy: Kamemachat Kwaipun
Associate Digital Strategy: Nattawoot Limprasert
Assistant Strategy: Pinyada Napathorn
Business Director: Natdhee Sopondhitipun
Account Manager: Nateera Chanjitwithaya
Account Manager: Wacharapat Sookpiromkasem
Senior Account Associate: Janjira Suntichewinwong
Account Associate: Pusuda Manassewee
TV and Radio Manager: Yuthapong Varanukrohchoke
Director: Ratchakrit Hirisirunkorn, Phenomena Production House