Jollibee + McCann Worldgroup Philippines honor mothers in latest #MyKwentongJollibee film

After two kilig and inspiring love stories released last Valentine’s Day, Jollibee and McCann Worldgroup Philippines are back with another #MyKwentongJollibee short film especially made for Mother’s Day.

True to the essence of the My Kwentong Jollibee campaign of featuring real people and real stories, the new film jumps off from an anecdote from Mariel Enguito, daughter of Mommy Aines Enguito, who recounted via a social media post an unforgettable experience during her 6th birthday – which made a lasting impact not just on her but with their community as well.

The film is a heartwarming story about a mother’s love that goes beyond her family: a love that also extends to the people around her, showing that motherhood is not only defined by blood, but also by heart. The story goes full circle in a touching climax filled with joy and gratitude.

“Finding the perfect balance between unique and relatable has always been the aim of the campaign. For this year’s My Kwentong Jollibee, we found the story of a mother who went above and beyond not just to make her daughter happy on her birthday, but also to share that same joy to all the people around them. Mommy Aines’ story mirrors millions of other Filipino moms who go out of their way, no matter how difficult it is, to spread joy to all,” says NJ Mijares, Group Creative Director at McCann.

The film details what kind of mother Mommy Aines is, not just for her family, but for the people in her community who regarded her as a mother figure or nanay-nanayan. This touching tale of love and endless gratitude hopes to pay tribute to all kinds of moms this Mother’s Day–whether it’s one’s biological mom, grandmother, teacher, neighbor, or just about any individual that exhibits the loving and nurturing traits of a mother.

To tell the story of Mommy Aines and Mariel in the most heartwarming way possible, Jollibee and McCann teamed up once more with award-winning director Paolo Villaluna, who has been at the helm of My Kwentong Jollibee films since 2023.

“The Philippines is largely matriarchal and our first joyful experiences growing up are maternal: the first hug, the first support, the first person we celebrate our successes with. Even the term ‘inang bayan’ underlines the parental role of the country—that of a mother and how her role extends beyond the basic atomic family. It is a love that is social, and it is this spirit that our new film pays tribute to. In small but impactful ways, our own personal mothers are going above and beyond in their efforts to spread joy,” Villaluna says.

“We are truly inspired by stories like Mommy Aines’, which show that a mother’s love is unwavering and selfless and can go beyond one’s own family. We hope that this year’s #MyKwentongJollibee Mother’s Day film touches the hearts of people and moves them to show appreciation for their moms and mother figures alike, not just on Mother’s Day but everyday,” says Dorothy Dee-Ching, VP-Marketing of Jollibee.

Check out the new #MyKwentongJollibee short film for Mother’s Day, and tell your mom and mother figures how much you love and appreciate them! Don’t forget to post your most memorable stories and invite your family and friends to do the same through #MyKwentongJollibee!

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Credits
Agency: McCann Worldgroup Philippines, Inc.
NJ Mijares – Group Creative Director
Mitzie Lim-Nacianceno – VP/ Managing Partner
Joms Robles – Associate Business Group Director
Chloe Adarayan – Account Director
Barbara Gutierez – Chief Strategy Officer
Earl Javier – Strategy Director
Mariel Cruz – Senior Broadcast Producer
Production: Filmex
Paolo Villaluna – Director
Executive Producer – Mila Tanteco
Line Producer/Production Manager – Marjay Maghirang
Production Staff – Alvin Frejas / Erwynn Amazan
Cinematographer – Monchie Redoble
Soundman – Dennis Garcia
Researcher – Nicole Revita
Client: Jollibee
Dorothy Dee-Ching – VP-Marketing Head
Dennis Reyes – PR, Partnerships, and Sustainability Head
Elise Maog – PR, Partnerships, and Sustainability Officer