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MANILA – October 8, 2013 – Cheese isn’t often moving, but it is the Christmas season, and tugging at heartstrings is what Eden Cheese does in the Eden Christmas Paskong Damang Dama 2013 spot.
A mother makes Christmas preparations: she wraps a present, hangs silver bells in the hallway, drapes festive decor along the staircase. The house is lit up like a starry night, and bells tinkle to a familiar holiday tune. On the stove, cheese melts into a rich tomato sauce.
"Eden Cheese seeks to remind us that Christmas doesn’t happen by itself," JWT Manila said in a statement.
"How the house transforms into a festive center of joy, and how every Noche Buena spread looks irresistibly delicious. None of those are easy. It takes exceptional effort on a mother’s part to ensure that the holidays feel warm and special. The way Christmas should be. The brand believes that it is a labor of love for every mom, which deserves much appreciation and acknowledgement," they said.
The team shared that for the ad, they decided to highlight how every Christmas presents a unique challenge to different moms. The ad dramatizes the effort and resourcefulness this particular mother has in overcoming one such challenge. "The story goes on to depict the pure, heartwarming happiness all her hard work nets," they said.
Done with the preparations, the mother leads her blind son down the stairs and into the living room, where she lets paper snow fall. A giant christmas tree sparkles in the background. At the dinner table, the child eats his spaghetti with gusto, then stands to find his mother and leans against her, content in her embrace.
The film was directed by 88storey Films’ Mark Querubin, who established exceptional rapport with the young, visually impaired and extremely brilliant Daniel Adalia, JWT Manila said.
Eden enjoys a special relationship with the Filipino mom, and films like these are also the brand’s way of expressing its appreciation and understanding of them.
Credits
Agency: JWT Manila
Client: Mondelez Philippines
Executive Creative Director: Dave Ferrer
Creative Director: Joe Dy
Copywriters: Maan Bautista, Kaye Matriano
Art Directors: Bob Cruz, Joei Calixto
Planner: Pamela Pacete Garcia
Account Management: Brian Lontok, Kathy DeLeon Tambunting,
Director of Client Service: Golda Aguilar-Roldan
Eden Brand Team: Pamela Takai, Ashish Pisharodi , Mark Sarmiento, Ana Sapitan
Gela Encanto and Alizon de Torres.
Director: Mark Querubin
Producer: Sonny Cruz
Production Team: 88storey Films
Post Production: Central Digital Lab Inc.
Music: Hit Productions
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