Some of the best moments are had around the dinner table – but recent statistics show that as few as 30% of American households eat dinner together regularly. Luckily, Coca-Cola is here to help people rediscover the joys of family time. Last month the company launched “The World Will Wait,” a global advertising campaign centered around encouraging consumers to set aside devices and create lasting mealtime memories.

“Laptop Face”

Thought-provoking and poignant, “The World Will Wait” campaign reminds us that dinnertime is about so much more than eating – it’s a time for people to connect and enjoy each other’s company. At the center of the campaign is a 60-second film titled: “Laptop Face,” which tells the story of a family whose father who is consistently absent from the dinner table. Underscored by the bittersweet song “The Wind” by Cat Stevens, the film has a simple message: being present for your family is more important than finishing up that work project.

In a press release last month, Coke stated that the campaign is primarily targeted at Gen-Z and Millennial audiences, and aims to raise awareness about the importance of designated family time and help consumers “reclaim shared meal moments.” Arnab Roy, Vice President of Marketing for Coca‑Cola India and South West Asia, commented:

“In a world that constantly demands our attention, we’ve observed a growing tension among our consumers – especially younger generations – who truly desire genuine connection but often feel overwhelmed by the urgent pressures of daily life. ‘The World Will Wait’ is designed to inspire us and remind everyone that some moments are simply too important to postpone. We want to rekindle the joy of shared meals, positioning Coca‑Cola as the perfect companion that brings people together.”

More about the campaign

To get its message to consumers across the globe, Coke has created a variety of promotional material for “The World Will Wait,” including print content, short-form videos, and more. Collaborating with influencers, the brand is putting a new spin on the gamer term “AFK” (Away from Keyboard), encouraging consumers to “unapologetic[ally]… prioritiz[e] real-world connections.” In addition to “Laptop Face,” Coke also released a 30-second film, “The Most Important Meeting,” inviting Millennials and Gen-Zers to reconnect with their parents. The brand states:

“Through these initiatives, ‘The World Will Wait’ aims to reconnect everyone with the simple pleasure and emotional power of eating together, making Coca‑Cola a delicious magnet that pulls people to the heart of every shared meal,”