Jollibee and McCann Worldgroup unveil new Mother's Day film tugging at Filipinos' heartstrings

Jollibee has joined hands with McCann Worldgroup Philippines to pay tribute to mothers around the world with a new Mother’s Day short film, an extension of the #MyKwentongJollibee campaign which encourages people to share how Jollibee impacts their lives. 

Since the launch of the campaign earlier this year, the brand has received hundreds of wonderful stories about how Jollibee has impacted the lives of so many Filipinos, according to Dorothy Dee China, VP of marketing of Jollibee. "From these, we were able to find the touching tale of Mommy Alma and Atticus which we hope will inspire everyone to express their love and gratitude for their mother’s unwavering love and endless sacrifices this Mother's Day,” said Ching.

In honour of Mother’s Day, Jollibee and McCann came together on a new story that pulls at heartstrings of Filipinos. The new film "Louder than Words" gives audiences a glimpse of Alma Benitez's everyday bonding moments with her autistic son Atticus. Audiences will see how their shared love for Jollibee allows them to better connect and bond, as well as the sacrifices she has made to support her son's development.

Since he was a little boy, Atticus had trouble expressing himself, but Alma found out that he was always attracted by the Jollibee sign when they were driving by. Even though he had trouble expressing himself with words, he was able to spell the word “Jollibee” with french fries as a way of expressing his love towards it. He also became more responsive when he was eating a Jollibee meal. Hence, it became a unique way of bonding between the two. A check by MARKETING-INTERACTIVE saw that the video has gathered 120,000 views on its official YouTube channel. 

Commenting on the campaign, Ching said, “Since we launched #MyKwentongJollibee earlier this year, we have received hundreds of wonderful stories about how Jollibee has impacted the lives of so many Filipinos. From these, we were able to find the touching tale of Mommy Alma and Atticus which we hope will inspire everyone to express their love and gratitude for their mother’s unwavering love and endless sacrifices this Mother's Day.”

The story of Alma and Atticus stood out when the team was deciding which story to feature.  “After meeting and talking to them, we immediately felt that their story is one worth sharing. It’s a story that highlights a mother’s sacrifice. With this film, we hope to pay tribute to all mothers across all walks of life, and to make them feel appreciated for everything they do,” said NJ Mijares, group creative director of McCann Global Group.

Don't miss: KFC honours mums this Mother's Day with an all-drumstick bucket

“Jollibee’s recent documentary campaign is a testament on why the brand has its pulse on our hearts— because the joy is real, relatable, and most importantly, it mirrors the best of the Filipino family,” said director Paolo Villaluna. “I am proud to be part of the team that captured Alma and Atticus’ truth. We want more people to bear witness to their story,” he added. 

MARKETING-INTERACTIVE has reached out to McCann Worldgroup for more information.

Back in February, Jollibee launched two films revolving around the theme of love during Valentine’s Day. The film “Second Chance at First Love” features a couple, Mico and Camille, sharing their romantic stories of how they got together, with their first date being at Jollibee since they were still students back then. The two shared how Jollibee will always be a “safe space” and a “comfort food place with all the memories from their youth”.

Another one named “From Crewmates to Soulmates” is about Marife and Arnan who were both working at Jollibee years ago, and the journey of how they went from crewmates to husband and wife. The film goes into great detail about their colourful love story, including how they met as friends, their courtship, and finally finding their forever. 

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