 |
| (Image Source: INQUIRER.net/Jollibee) |
In the future when we look back on today, how would we describe the pandemic? What version of history would we tell the future generation? This is the theme of Jollibee's first internationally produced video developed by BBH Singapore which reinterprets the brand's tagline of "Joy Of Family" in the context of the current pandemic.
When the pandemic broke out, everyone was unprepared and had to face an uncomfortable reality - that life that we knew changed overnight. It was painful, scary and upended lives around the world. Yet it is in our darkest hours that we see and discover what we have that matters to us the most and that would be our families. From physically spending every time together on lockdown to long video calls across continents, our family is what got us through. It may be the year of the pandemic, but it is also without question or doubt the year of the family. Shot in New York under the helm of award-winning director Law Chen, the three-minute long campaign video entitled "A Message From The Future" tells a perspective-changing story about the times we are currently living in, which will leave you feeling grateful for the time you have with your family and how through it all it is the Joy Of Family that get us through the hardships.
In a departure from the brand's usual campaigns, the grand culmination of the Family Thanksgiving Month initiative of the Philippines' largest fast food chain adopts a sombre and realistic tone as it goes in the future to record a nostalgic and emotional story of a migrant Filipino family based in the US. Set in 2060, the film shows a grandfather recounting the memories of the pandemic with his grandchildren. The story starts off on a bleak note but gives way to hope and joyful family moments that could have only happened because the family had spent time together, a transition highlighted through the film's progression from black and white slots to coloured ones.
“Jollibee as a brand has been all about the joy of family, and while in our current times it may be difficult to focus solely on that aspect, we realize just the same that there’s a silver lining in all this. Coming from a powerful truth that we are spending time with our families more than ever, it has never happened before and may never happen again – we wanted this campaign to acknowledge the grim reality of the current pandemic but still give a positive message of hope. It’s all about appreciating these moments with them and finding the ultimate Joy with family. Our families have been a comforting factor for most of us in these tough times and we wanted everyone to be grateful for that," says Jollibee Foods Corporation's Country Marketing Head Francis Flores.
