Published on February 14, 2017.
Last week the largest fast-food chain in the country “broke the internet”—as people have learned to say these days, with enthusiastic and forgivable exaggeration. Jollibee released three television commercials with compelling storylines, all variations-with-a-twist on a theme of love, and Filipinos had a collective sob. I liked the ads; I think they have the potential to teach us something we often forget about love’s true and varied nature. They also make me, a political journalist, realize that Jollibee has the unusual opportunity to remind us about yet another kind of love—but I’m getting ahead of the story.
Make that “stories.”
The three commercials are part of a continuing series of narratives each “inspired by a true story.”
“Vow” is what is known as a meet-cute: Boy meets girl in unforgettable fashion. In this ad, the boy and the girl are side by side at the counter and order the exact same thing, even the exact same upgrade, at an auspiciously empty Jollibee store. The story ends with a wedding, but with a twist in the final frames.
Published on November 20, 2007
This week, all roads lead to Subic. The Ad Congress, the advertising industry’s biennial extravaganza — part conference of ideas, part festival of winning works, part street party of loud and lively revelers — begins tomorrow in the former American naval base. At one time one of the biggest military installations outside the United States, Subic is a fitting venue to discuss the power of advertising. After all, what is “projection of force” by forward-deployed units if not advertising in its most fundamental form?