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.
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