National Book Store's latest heartwarming film unveils a scary secret

National Book Store has released a heartwarming and mind-bending film titled "Mama's Secret". The film aims to captivate audiences with a unique narrative about rediscovering passion, creativity and a love for learning. 

"Mama's Secret" revolves around a seemingly ordinary mother with a secret that is out of the ordinary. It starts with the mother bringing her son to the store to get school supplies. 

She chances upon the books section upon entering the store and gets emotional. As she wipes a tear off her face, she notices that the skin on her cheeks has begun to peel. Scared and panicked, she runs away and takes cover behind the bookshelves.

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Despite telling her son to not come closer, he follows the cries of his mother and finds her transformed into a giant worm. She later tells him that she has been trying to forget herself to focus on having children and confesses to being a bookworm. 

Embarrassed and afraid, her son turns away. The bookworm pleads to her son who later hugs her and accepts her for who she is. The film ends with the two completing their shopping and leaving the store. 

"We are ecstatic for the tremendous response people have had for the film, especially now that we’re in the middle of the back-to-school season. It’s heartwarming to see their genuine reactions, with comments about how proud they are to be a bookworm, how much they love shopping at our stores, and their love for the brand," said National Book Store in a statement when MARKETING-INTERACTIVE reached out.

"They can look forward to seeing more of the bookworm soon, as she shares some of her book recommendations," it added. 

The film was done together with advertising agency Leron Leron Sinta. 

"Our inspiration came easily. Since the brand is a bookstore, the bookworm idea quickly came up. It’s a simple idea brought to life using an absurd execution," said Leron Leron Sinta in a statement to MARKETING-INTERACTIVE.

"We chose the absurd approach because we knew Gen Zs would easily ignore vanilla ads and like art, our film should be able to disturb our audiences positively," added Leron Leron Sinta. 

Currently, National Book Store is having a raffle promo in all of its branches where customers can win a trip to Korea or Japan, a gaming package and more with every ₱199 spend on any item. 

It is also offering free cashback with Laking National QR, its upgraded rewards program. 

In tandem, National Book Store is soft opening its new super branch at the SM Mall of Asia. The super branch will offer an all-new shopping experience, upgraded areas for books and product categories that appeal to students and young adults including K-Pop merchandise and other novelty items. 

National Book Store will also be opening several new stores across the country throughout the rest of the year. 

There have been some really interesting campaigns coming out from Philippines-bred brands as of late. In May, Jollibee hopped onto the Bridgerton carriage and trend jacked the show as it celebrated its third season. 

In a social media post, Jollibee’s bee mascot takes the place of Colin Bridgerton when he professes his love for Penelope Featherington. However, instead of the kiss they shared, Jollibee’s mascot has crispy fried chicken on his mind.

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