Campaign Spotlight: PLDT Home goes non-traditional with its Mother’s Day video by Ace Saatchi & Saatchi
adobo magazine, May 13, 2018 | 5:30pm

For the first time ever, a PLDT/SMART commercial featured a non-traditional family in its 2018 Mother’s Day campaign.

The online film, “That First Connection” revolves around the story of a young girl and her stepmother, and how their internet connection plays a role in creating a meaningful connection between them.

Together with Smart, PLDT Home is #SupportingAllMoms by bravely recognizing all mothers including those far from the idealized image of families and motherhood.

The refreshing depiction of a different kind of mom was shared and praised by numerous netizens. Just three days after posting, the video has 800K views and counting.

Agency: Ace Saatchi & Saatchi

Creatives:

Greg Martin - Executive Creative Director
Jordan Santos - Creative Director
Gino Caoile - Art Director
Race Cuneta - Art Director
Chel Labayo - Copywriter
Lloyd Ko - Copywriter

Accounts:

Gigi Garcia-Iglesias - VP for Client Services
Barbara Escueta - Account Director
Pam Bama - Account Manager

Strategic Planning:

Carmen Antunez - Strategic Planning Director
Nicole Miller- Strategic Planning Supervisor

Karen Sto. Domingo - Broadcast Producer

Production House: Makina Productions

Director: Borgy Torre

Client: PLDT & Smart

Andrew Santos- Consumer Marketing Head 
John Yañez- VP and Head of HOME Marketing
Janice Lagaso-  Senior Product Manager
Irwin De Guzman- Product Manager
Dom Layug- Product Specialist

Campaign Spotlight: PLDT Home goes non-traditional with its Mother’s Day video by Ace Saatchi & Saatchi

For the first time ever, a PLDT/SMART commercial featured a non-traditional family in its 2018 Mother’s Day campaign.

The online film, “That First Connection” revolves around the story of a young girl and her stepmother, and how their internet connection plays a role in creating a meaningful connection between them.

Together with Smart, PLDT Home is #SupportingAllMoms by bravely recognizing all mothers including those far from the idealized image of families and motherhood.

The refreshing depiction of a different kind of mom was shared and praised by numerous netizens. Just three days after posting, the video has 800K views and counting.

Agency: Ace Saatchi & Saatchi

Creatives:

Greg Martin - Executive Creative Director
Jordan Santos - Creative Director
Gino Caoile - Art Director
Race Cuneta - Art Director
Chel Labayo - Copywriter
Lloyd Ko - Copywriter

Accounts:

Gigi Garcia-Iglesias - VP for Client Services
Barbara Escueta - Account Director
Pam Bama - Account Manager

Strategic Planning:

Carmen Antunez - Strategic Planning Director
Nicole Miller- Strategic Planning Supervisor

Karen Sto. Domingo - Broadcast Producer

Production House: Makina Productions

Director: Borgy Torre

Client: PLDT & Smart

Andrew Santos- Consumer Marketing Head 
John Yañez- VP and Head of HOME Marketing
Janice Lagaso-  Senior Product Manager
Irwin De Guzman- Product Manager
Dom Layug- Product Specialist