Manila, Philippines – Comparison is often called the thief of joy, but in the world of Philippine advertising, it’s currently the king of engagement. A new wave of trendjacking has effectively flipped the script on generational divides, erasing the typical “us vs. them” friction and replacing it with relatable, self-deprecating humor.
The trend focuses on the evolving office ecosystem. In any given workplace, you’ll find the veteran who emanates “suit and tie” energy, and the newcomer sporting jorts who manages to be just as productive. Brands have leaned heavily into this contrast, highlighting how Millennials maintain a formal, polished corporate tone, while Gen Z communicates with a “main character” lightness, inflicting humor even in the most high-stakes deadlines.
From clothing lines to financial services, brands have jumped into the fray to see where they fit in the generational gap:
Memo, a fashion retail brand under Golden ABC, also bridged this gap:
Philippine creative agency GIGIL, known for its viral antics, took the comparison a step further by compiling a per-brand take that showcased how different industries would sound if Gen Z took over the comms.
Beverage giants Zagu and CoCo Fresh Tea & Juice also took a fresh take on the trend:
Rural bank MariBank also cashed in on the craze:
Moreover, Lucky Me! by Monde Nissin Corporation stirred the pot on this trend:
Beyond the laughs, this trend marks a shift in Philippine marketing. By highlighting these differences, brands aren’t just selling products; they are validating the workplace experiences of their consumers. Whether you are the “Best Regards” sender or the “Slay” responder, brands are proving they speak your language—no matter which generation you belong to.
