Manila, Philippines – For Filipinos, resourcefulness is second nature. When appliances start acting up, they don’t give up on them right away — they bang, DIY, or sun-dry their way around the problem. If it still works, it still works.
Tapping into this cultural truth, local fintech company Skyro continues to strengthen its presence nationwide and recently teamed up with its first-ever brand endorser: award-winning actor Dennis Trillo.
In an exclusive interview with MARKETECH APAC, Iya Lelyanova, head of marketing at Skyro, explained, “Dennis has this unique mix of versatility and humor that really stood out for us. He perfectly embodies the idea of adaptability, which is exactly what our brand message, ‘We adjust,’ is all about. He’s also a very smart and professional person, which genuinely reflects what Skyro stands for — trusted and reliable.”
In this comedic film series, Dennis stars as himself, facing off with ageing home appliances. When his washing machine breaks down, he climbs in to spin his clothes manually. When his microwave stops working, he takes his lunch outside and spins the bowl under the heat of the sun.
In one hilariously absurd scene, when his phone flashes a “memory full” notification, Dennis dramatically inserts the device into his temple, as if upgrading it with his own brain’s storage.
Thankfully, Dennis soon discovers Skyro’s Flexi Loan, which allows customers to adjust payment amounts and due dates according to their needs. With just a few taps on the app, he secures approval in-store and upgrades his worn-out appliances; no more DIY hacks needed.
“Skyro is present nationwide in over 4,500 stores — including Abenson, Robinsons Appliances, and other big trusted partners. At the heart of it, our goal is to empower more Filipinos with flexible loan options, helping them move forward while staying true to their own drive and creativity, and finding reasons to celebrate progress along the way,” shared Lelyanova.
Meanwhile, MARKETECH APAC also caught up with Saeid Saleh, associate creative director at GIGIL, and asked more of what the agency and Skyro conceptualised to make its campaigns stand out from other competitors in this space.
“We knew early on that if we wanted to break through the clutter, the humor couldn’t be generic—it had to be rooted in Filipino truths. With Skyro and GIGIL, we both gravitated towards the kind of absurdity that feels oddly familiar,” Saeid said.
He added, “We used humor to dramatise a very real Filipino mindset—‘pwede pa ’yan’ (‘you can still use it’)—and flipped it with a smarter solution.” It’s the kind of comedy that makes you say, “Sobrang exaggerated, pero gets” (‘Too exaggerated, but I get it’).
In terms of the execution, Saeid said. “We played with visual exaggeration, unexpected punchlines, and slice-of-life scenarios taken to ridiculous extremes. But at the core of it all, we made sure it was still anchored on a real tension or insight. Humour with a little bit of truth sting. That’s what makes it stick.”
This is not the first time GIGIL has worked with Skyro, as they worked on an outdoor campaign back in December 2024, where they created billboards that appear flexible as they adjust around physical barriers such as electrical poles–a wittier way to depict Skyro’s flexible loan offers.
Speaking about the use of an A-list celebrity for this campaign, Saeid noted, “Celebrities can easily fall into the trap of being just endorsers. But when they’re cast right, and the storytelling is strong, they become amplifiers of emotion. For Skyro, the use of an A-list celebrity wasn’t just to grab attention—it was to ground the exaggeration in a real persona Filipinos know and love. When people see a celebrity go through the same ridiculous frustrations or victories as them, it builds instant relatability. It humanises the brand message without losing impact.”
At the time of writing, the film has garnered over 85 million views across all platforms, along with 1.3 million engagements, with many praising Trillo’s comedic performance and others reacting to the ad’s hilariously absurd scenarios.
