New Jollibee video shows the joy of eating out safely in the new normal

Jollibee and its creative agency Publicis JimenezBasic capture the unique experience of dining out in the new normal and the newfound joy that comes with spending time again with family and friends in the fast-food chain’s latest safety video. 

Titled “Salamat sa Joy ng Muling Pagsasama,” the new video shows everyday circumstances—including the little inconveniences—from a new and positive perspective. Whether it’s the lead girl basking happily under the sun or a family enjoying their time inside their car during rush hour, the film’s characters are smiling widely at the chance to enjoy bonding moments again with friends and loved ones at Jollibee, one of their favorite go-to places. After two years of changing restrictions, ordinary moments that have taken a backseat like these have only become more special and appreciated.

This gratefulness is also seen in the faces of Jollibee’s store manager and crew, as the fully vaccinated store teams are eager to welcome customers back and provide a safe and caring experience.

“As COVID-19 protocols are easing up, more Filipinos have become more confident and willing to eat out together with their families and friends once again. We want to assure them that Jollibee shares their joy and that our stores are safe venues to rekindle the joy of eating out with their loved ones,” said Arline Adeva, Jollibee Philippines assistant vice president and head of brand PR, engagement, and digital marketing. 

To strengthen the message of newfound joy and appreciation that the brand hopes to convey, the video’s soundtrack used a rendition of “Salamat” by The Dawn. The iconic song’s lyrics were altered a bit to fit the Jollibee brand and reflect Filipinos’ gratitude for “saya ng muling pagsasama [the joy of reunions].”

 “We’re all experiencing a new kind of joy and this merits a song that captures the feeling and experience of being together again. We went through a lot of songs to find the one. But no other song could match the message of ‘Salamat.’ The feeling of gratitude, nostalgia, and appreciation for our togetherness now was already written with this song, and we only needed to make a few tweaks to reflect every little detail of joy in our lives today,” said the PJB Creatives team.

Aside from the seemingly ordinary but sweet scenes of friends and family dining together, director Adrian Calumpang also highlighted Jollibee’s safety measures like the fully vaccinated store teams, the checking of vaccination cards for indoor dining, physical distancing, wearing of proper PPEs, and general upkeep and sanitation of the store.

“It’s wonderful that Jollibee cares about their customers’ safety and well-being, and it shows in how they regularly communicate this in their materials throughout these extraordinary times, while sustaining their sincere message of joy,” shared Calumpang.

The creative team of Publicis JimenezBasic also expressed their collective excitement about the campaign: “We were all so excited to work on this project as we have been feeling the same sense of gratitude that is the exact message from the brand. And it couldn’t have come at a better time. We are all now going through the same experience of enjoying life outside, a stark contrast to the emptiness we’ve grown accustomed to for the past two years. Even going through daily traffic now is a welcome sight because it gives us a new feeling of being alive. Through this project, we were able to share that gratitude and joy.”