MANILA – November 1, 2013 – Even an old teddy bear can become someone’s most prized possession, as shown in a new ad by Publicis Jimenez Basic for Jollibee’s "Maaga ang Pasko" campaign.
Previous ads for the campaign usually show families collecting old toys and books to donate to the t drive, but this year, the ads took a different route, focusing on the t’s receiver rather than the giver.
"Compared to our previous Maaga ang Pasko TVCs, we decided to take a new route this year by telling our story from the perspective of the recipient to capture how the donated toy from Maaga meant a lot to an orphan girl (representing our usual recipients) and how this simple deed from strangers brought her pure joy that will surely extend even beyond the Christmas season," Jollibee senior manager and PR head Arline Adeva said.
Set to the tender soundtrack of classic Christmas carol "O Come All Ye Faithful," the ad invites people to be part of the fast-food chain’s toy and book collection drive by showing how a donated teddy bear has made an orphan girl incredibly happy, so much so that she calls it her best friend.
The ad has been released as a 15-second TV spot, and as an extended 55-second video exclusively for digital.
