A sale ad is 99% all dates and discounts. There is no time for stories. Much less a cause. Publicis Jimenezbasic Philippines and Lazada change this via a new campaign.
But Lazada is not a typical retail brand. Amazing discounts is something you can always rely on Lazada to have. But there is also one more thing you should be able to expect from Lazada – and that is inclusivity.
This is evident in their current Beauty & Fashion Days sale ad via Publicis Jimenezbasic Philippines. In 15-seconds, the spot is able to deliver a heartwarming message while making us want shop ‘til we drop.
The message resonated so deeply that it has already been viewed hundreds of thousands of times.
Neil Trinidad, Lazada’s Chief Marketing Officer, believes in marketing that does more than announce promotions. Marketing efforts should also make a brand relevant to the lives of its consumers. That is why Lazada marketing efforts are geared towards making Filipinos from all walks of heart feel seen and celebrated.
Lazada Chief Marketing Officer: Neil Trinidad
Director: Paul Halili
Producer: Julia Templo