Jollibee collaborates with BetterBrandLabs Inc X Ubuntu for Philippines Independence Day video

Jollibee celebrates this year’s Philippine Independence Day with a new music video, “Joy ng Pinoy” (The Filipino’s Joy), that aims to inspire love for country in a meaningful and personal way. Set to the tune of an OPM classic, “Awit ng Kabataan,” the video is headlined by three up-and-coming Gen Z artists – Francine Diaz, Adie, and Alex Bruce – as they represent the voice of today’s youth and encourage every Filipino to proclaim why they are proud to be Pinoy.

The music video highlights how the new generation makes good use of their talent and skills, and their willingness to share joy and contribute to make a difference in society.  

“As cliché as it may sound, the youth play a really important role in giving hope and shaping our future. For our country to have a better future, we believe that we need to spread joy as Pinoy from the youngest of us,” said Gina Lorenzana, chief energist of BetterBrandLabs Inc (BBL).  “We wanted to capture their energy, and showcase how driven and passionate this young generation is. We also wanted to show their innovativeness, boldness, and purposeful nature.”

“In this video we showcased some of the creative ways the youth are sparking change in the world. From upcycling trash to clothes, competing in new sports, and helping their communities with their skills,” director Treb Monteras shared. 

“This is my first time directing for Jollibee and I’m glad it’s for this particular project. I’m happy to collaborate with a company that values Pinoy culture. Our country has gone through a lot these past two years, and this video will remind us that there is still hope for our nation’s future through the joyful spirit of our Pinoy youth,” he added.

“As the Philippines celebrates its 124^th Independence Day, Jollibee looks to continue promoting Filipino pride and joy especially as the country moves toward recovery from the pandemic, ” says Arline Adeva, Jollibee Philippines’ assistant vice president and head of brand PR, engagement, and digital marketing. “Having experienced the worst part of the pandemic, we wanted this video to inspire and bring hope to people through the voice and actions of our youth.  It’s not just about bringing joy to family and friends, but also about making a difference in other people’s lives.”