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Coca-Cola encourages young Thais to speak their minds in new summer campaign

The new summer campaign for Coca-Cola created by Ogilvy Thailand is built around the insight that young Thais often don’t speak their minds for fear of disrupting relationships.

The film chronicles several people in such situations: a girl who would rather do arts than medicine, a young gay man coming out to his mother and a husband who prefers street food to fancy dinners on his anniversary.

Speaking about the campaign, a press release from Ogilvy said: “The new commercial will bring a tear to even the hardest of eyes”.

Discussing the creative route for the campaign, group executive creative director for Ogilvy Group Thailand Wisit Lumsiricharoenchoke said: “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.

“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.”

Coca-Cola Thailand general manager Carlos Diaz-Rigby 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.”

Credits:

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 of Phenomena production house

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