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Hi, Welcome to my Blog! I am Jasmin P. Delos Reyes, a student of the Mapua University. Come and join me in tackling and analyzing different advertisements!

Jollibee - A Message from the Future

'A Message from the Future' is a Jollibee Studios commercial film that reinterprets the brand's catchphrase of "Joy of Family" in the context of today's pandemic. It travels into the future to document the nostalgic and emotional story of a migrant Filipino family living in the United States (Johnson, 2021). The film, set in 2060, depicts a grandfather telling his grandkids about the pandemic. The film, which premiered on May 16, is the grand culmination of Jollibee's new Family Thanksgiving Month initiative, which was launched to encourage everyone always to appreciate and be thankful for their families, as well as to acknowledge the grim reality of the current pandemic while providing a positive message of hope (The Drum, 2021). Furthermore, the general public is the target audience of the three-minute-long campaign film. As it seeks to give a message to all of us to always be grateful for our family and cherish those who are constantly by our side regardless of the circumstances at hand. It may be the year of the pandemic, but also the year of family. The advertisement film concludes with the family enjoying their Jollibee meal. Consequently, the above-mentioned commercial film advertises Jollibee in general, which does not bring any harm and is substantially suitable for consumers.

Jollibee has produced numerous commercial films and is well-known as a storyteller, having created many of the country's most memorable advertisements without the use of any media manipulation. However, how did it manage to capture the viewer's attention? Jollibee campaigns have always been prominent, successful, and influential in capturing the attention of consumers and the general public. Because their marketing style is distinctive and remarkable in that it represents people's current and historical trends. They always offer something new in their marketing videos, showcasing a variety of love concepts. Furthermore, as mentioned earlier, the advertisement grew in popularity as Jollibee management effectively utilized technology and social media to draw attention to their product. Ultimately, Jollibee's commercial advertisements effectively capture people's attention because they promote their products and employ a marketing campaign that encourages and teaches people essential life lessons, such as the importance of family and friendship relationships.

CreamSilk - Ben & Ben

A collaboration between CreamSilk and the brothers Paolo and Miguel Benjamin, the OPM folk band Ben & Ben frontmen. CreamSilk teamed up with them, and they were named as the brand's new ambassadors and had a landmark campaign called #CreamSilkArawAraw. Moreover, inspired by the band’s hit song “Araw-Araw,” CreamSilk and Ben & Ben released a song entitled #CreamSilkArawAraw, hoping to enlighten Filipinos that shampoo alone is insufficient (Feature, 2021). Subsequently, CreamSilk established itself as a hair care expert and was primarily designed for being able to provide solutions to Filipina hair.  However, as part of mahiwagang collaboration, Ben&Ben and CreamSilk break the gender stereotypes. Women were the brand's models for many years. This is CreamSilk's first release of a male model (Pedron, 2021). They believe that conditioner isn't just for women's hair; men's hair requires care as well. Every day, our hair is exposed to dirt, dust, and chemicals, regardless of gender. It harms our locks, tangles our strands, and causes frizzy hair. Whether you're a man or a woman, we've all had a bad hair day. As a result of this collaboration, CreamSilk hopes to broaden and improve its primary target market from Filipinas to all genders who dare to be beautiful. Furthermore, because the brand's primary goal is to nourish and moisturize everyone's unruly and frizzy hair, straightening and smoothing it, the advertised product undoubtedly benefits consumers, however, with caution in using the product.

The said advertisement began with merely being a meme that went viral in February 2021 after a fan hilariously photoshopped Paolo and Miguel's faces onto CreamSilk products instead of the brand's female endorsers. The meme spread, eventually reaching the brothers and the brand (Villaluz, 2021). Capturing the attention of the public with the help of media manipulation, specifically celebrity endorsements. As Ben & Ben is one of the top acts and a famous OPM folk band in the Philippines, which naturally sparked a frenzy and excitement on the internet and among netizens, thus, reaching a broader consumer base.

REFERENCES:

Cream Silk Philippines. (2021). Mag #CreamSilkArawAraw with Ben&Ben! [Video]. YouTube. https://www.youtube.com/watch?v=OAwt-7ME54I

Feature, B. (2021). Cream Silk Partners with Ben&Ben. Starmometer. https://starmometer.com/2021/07/24/cream-silk-partners-with-benben/

Johnson, M. (2021). Jollibee campaign by BBH is powerful message from the future. Mediashotz. https://mediashotz.co.uk/jollibee-campaign-by-bbh-is-powerful-message-from-the-future/#:~:text=%E2%80%9CIt's%20all%20about%20appreciating%20these,to%20be%20grateful%20for%20that.%E2%80%9D

Jollibee Studios. (2021). A Message from the Future [Video]. YouTube. https://www.youtube.com/watch?v=e-N8K0xRaeY

Pedron, I. R. (2021). Breaking Gender Stereotypes: Cream Silk partners with Ben&Ben. Your Guide to the Big City. https://villagepipol.com/breaking-gender-stereotypes-cream-silk-partners-with-benben/

The Drum. (2021). Jollibee: A Message From The Future By BBH Singapore. https://www.thedrum.com/creative-works/project/bbh-singapore-jollibee-message-the-future#:~:text='A%20Message%20from%20the%20Future,people%20through%20it%20all%20%2D%20family.

Villaluz, N. (2021). Ben&Ben Is Collaborating With a Hair Conditioner Brand and Honestly, We’re Not Surprised - When In Manila. When in Manila. https://www.wheninmanila.com/benben-is-collaborating-with-a-hair-conditioner-brand-and-honestly-were-not-surprised/

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