Manila, Philippines – McDonald’s Philippines has launched a new Mother’s Day campaign film titled “My Many Mothers”, highlighting the role of extended family members and communities in child-rearing across Filipino households.
The campaign centres on the idea that motherhood is often shared among multiple people, reflecting family structures where relatives, neighbours, and friends contribute to raising children alongside parents.
According to the company, the campaign reflects the realities faced by many Filipino families, including single-parent households, overseas workers, and blended family arrangements.
Ada Almendras-Lazaro, chief marketing officer at McDonald’s Philippines, said the campaign recognises changing family dynamics and broader interpretations of motherhood.
“Motherhood today is shaped by real-life demands and realities. There are single parents, overseas workers, and blended families—but beyond that, there are also people who choose to take on the role of a mother in both big and small ways. At McDonald’s, we want to recognize and celebrate everyone who helps raise a child,” she said.
The film also follows the story of a working mother and the network of people supporting her in raising her child. Scenes include relatives assisting with school routines, homework, and caregiving responsibilities.
Raoul Panes, chief creative officer at Publicis Groupe Philippines and Leo Manila, said the creative approach focused on depicting everyday acts of care.
“This film is a love letter to all mothers – and to everyone who steps into that role – showing up in ways big and small. We approached it with a lot of intention: curating each scene, each character, and the music to reflect the quiet, everyday acts of care we see all around us. Not grand or perfect – just present, consistent, and deeply human,” he said.
The campaign concludes with a scene showing a child asleep across the laps of several women who helped raise him, intended to represent collective caregiving within Filipino families.
Almendras-Lazaro added, “The story is told through familiar, everyday scenes because that’s where real motherhood lives. It’s in the people who step in, who stay, and who continue to show up.”
