What keeps you up at night? What figure lingers in the shadows as darkness descends? What nightmare follows you around like a predator ready to go in for the kill? In GIGIL’s latest campaign for CLiQQ by 7-Eleven, they unveil the monster that follows a man around, just in time for Friday the 13th. His monster? An unknown figure he calls “Judith”.
We follow the story of this unnamed character going through his daily life as Judith slowly stalks him, calling him repeatedly until he resorts to blocking the number. Judith, left with with no choice, eventually reveals her true self just as electricity shuts down in the man’s house. Judith turns out to be a bill past “Due Date” (a homonym for Judith when spoken with a Filipino accent).
The campaign is a comedic play on millennial frustrations, or what is now popularly called as errand anxiety. This is a phenomenon that many millennials can relate with, and is best explained as the anxiety a person gets when he tries to fulfill a certain “adulting” task that has too many steps involved rather than a few taps you can do on your phone. It is a phenomenon that shows where the concept of convenience is headed; and it’s headed to a digital transformation.
GIGIL’s campaign masterfully encapsulates the trauma of errand anxiety, and a solution that will help millennials fight their fear of paying bills. Not only does the man painfully persist on ignoring bill reminders, he also experiences the consequences of not paying his bills: no games, no lights, (probably worst of all) no wifi.
