Campaign Spotlight: Ginebra San Miguel and Aspac-DAN raise a toast to unsung heroes

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Ginebra San Miguel concludes the year with a music video dedicated to all Filipinos who tirelessly commit their everyday lives to their family and the nation.

Created by Aspac-DAN, this online video depicts Filipinos as courageous and passionate people who never give up from any challenge life may present.

The video opens with a quote from Efren Peñaflorida: “Dumadaloy sa ating mga dugo ang dugong bayani” (The blood of heroes flow in our veins), which foreshadows scenes of different challenges our unsung heroes face every day. These scenes featured in the video range from daily challenges of ordinary workers to daring exploits of brave soldiers and rescuers.

Central to the video is the song ‘Tagay’, written and performed by one of the most inspirational OPM artists of today, Quest.

The whole campaign aims to invoke a sense of pride for every Filipino. No matter how ‘ordinary’ one may be, one can be proud of their success and exclaim: “Ganado ako, matapang ako, lalaban ako – Ginebra ako!” (I’m determined, I’m brave, I’m a fighter – I’m Ginebra!).

Since launch, hundreds of Ginebra fans have expressed their appreciation on YouTube and Facebook, citing that the song ‘motivates their spirit’ and ultimately inspires them to never say die and remain Ganado sa Buhay (Determined for Life).

In less than three days, the video has already gained over 1 million views. Watch the full video: