Filipino celebrity Joshua Garcia stars in Jollibee’s new campaign via GIGIL Philippines
For the second year of Jollibee’s ‘It Shouldn’t Cost Much To Be Happy’ campaign highlighting their best-selling JolliSavers items, GIGIL Philippines has created the brand’s new film starring Joshua Garcia, a popular celebrity in the Philippines.
JolliSavers is Jollibee’s special value meal line designed for the cash-strapped Filipino. The set of 4 meals featured a choice of spaghetti, burger steak with rice, a hamburger, or a tuna pie, with prices ranging from a wallet-friendly USD 0.67 to USD 0.96. The campaign features films with a similarly structured narrative for all: a customer reacts in an aghast way when confronted with an exorbitantly priced luxury item that they aim to get to make themselves happy. As the customer rants about the exaggerated benefits that might justify the item’s ludicrous cost, hijinks ensue.
In this particular film, a girl inquires about the price of a pen displayed in a fancy department store. Upon hearing its ridiculous price, the girl starts to endlessly rant as she plays F.L.A.M.E.S. F.L.A.M.E.S. is a game used to find out how she’ll end up with her crush–as friends, lovers, acquaintances; in marriage, as enemies or sweethearts (thus, the acronym F.L.A.M.E.S).
Since its release, the film has been viewed over 23,800,000 times on Facebook alone.
VIEW THE FILM (best viewed in Firefox and Safari)
Credits
Agency: GIGIL Philippines
Production Arcade Film Factory
Account Director: Sharina Tan
Account Executive: Kitkat Galvez
Account manager: Kimberly Gow
Agency Producer: Sasa Abella
Art Director: Pauline Bunag
Art Director: Eric Dotarot
Art Director: Patricia Malihan
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Copywriter: Patrise Calumpag
Copywriter: Jannah Jordan
Copywriter: Varge Masanque
Creative Director: Jeano Cruz
Director: Marius Talampas
Managing Partner: Jake Yrastorza
Producer: Denise Elizon
Senior Art Director: Ynna Milambiling
Senior Planner: Nanais Hernandez
Chief Marketing Officer: Francis E. Flores
Brand Manager: Joseph Aruta
Assistant Brand Manager: Portia Malinao
