n. The act of snubbing someone in a social setting by looking at your phone instead of paying attention.

Just before Christmas, Coca-Cola Middle East released an online video inviting fans to “Stop Phubbing Around” and enjoy life’s real moments. The 2-minute film has picked up more than 22 million views in just three weeks, making it Coke's most-viewed YouTube video, to date.

The dialogue-less spot intersperses happy scenes of human interaction and everyday moments with calls to action that add a real-world twist to popular social media terminology, including: “Let’s follow @life”, “LOL more”, “Check in to reality”, “Tag friends” and “Pin and re-pin memories.” 

The ad concludes with the #enjoynowsharelater hashtag to remind viewers to experience life's great moments now and share them online at a later time.

This is not the first time Coca-Cola has made a lighthearted commentary about society’s growing dependence on social media. Last year’s "Social Media Guard" took playful jabs at how screen addiction can dominate our lives and change the way we share “real” moments with each other.