Philippines — In the Filipino culture, Mothers have often been called the light of the home but they are also every family’s anchor. For this year’s Mother’s Day, Jollibee is putting a highlight marker on the quality that makes moms the best -a mother’s resilience.
Done in collaboration with creative agency McCann Worldgroup, the campaign, entitled ‘Hinga’, celebrates the strength and selflessness of all mothers through a poignant and heartfelt Kwentong Jollibee Mother’s Day special video that shows how mothers continue to bravely face challenges for their family’s welfare. They remain, at all times, strong, resilient, and selfless.
Francis E. Flores, marketing head of Jollibee Global and Jollibee Philippines, said, “Children learn to handle setbacks and struggles from their mothers. It’s not an exaggeration to say that we take our strength from our moms. Through them we learn how to deal with small hiccups and minor annoyances like being afraid of storms to bigger challenges like injuries and sickness.”
Flores added, “With this special Mother’s Day video, we at Jollibee, want to thank our mothers for showing us how to love endlessly and how to be strong enough to face the challenges of everyday life.”
Set to the heartwarming tune of the popular Filipino band Ben&Ben’s “Ilang Tulog Na Lang”, the video, inspired by a true story shows the little things that convey how mothers are always there for their families. It highlights how moms bravely face challenges for their families–and even though they are also afraid, what rises to the surface is the need to ensure their families’ safety and happiness.
Speaking on the project, director Joel Ruiz shared, “Every Kwentong Jollibee may have different stories but at its core it’s the same: it’s all about love and family, and it’s all tied together by true stories and experiences, that’s what makes every film universally appealing. This Mother’s Day video is no different, and yet it’s so much more special because while directing this film, it felt like I was also paying tribute to my own mother and everything she did for our family.”
Ruiz previously directed the Kwentong Jollibee Valentine Series Homecoming in 2018, another episode in 2019 entitled Proposal, as well as the Father’s Day special video that same year.
Meanwhile, Sid Samodio, executive creative director of McCann Worldgroup, commented, “When we think about our mothers we think about their love and how they are the most fearless people we know. It’s with that truth that we created this short film: it’s a tribute to the strength of a mother’s heart, which she passes on to the people she loves.”
