MANILA – Courage is something that we sometimes find hard to find within ourselves. As children, when we are faced with new or scary situations, we often look to our parents or guardians to show us their own forms of courage, so that we in turn may copy them. That message is at the core of Publicis JimenezBasic’s new campaign for Globe Telecom.
When a young boy is placed in several uncomfortable situations including an elevator being busted, a plate appearance at a baseball game, getting an inoculation at the doctor’s office, and even riding a rollercoaster, he turns to his mother for solace. In turn, the mother, having shared the Star Wars films with her son, brings out a lightsaber to exemplify courage. After all, a lightsaber is the weapon of choice of Jedi Knights, “an elegant weapon for a more civilized age,” according to Obi-Wan Kenobi.
Seeing his mother with her lightsaber, the boy presents his own lightsaber and copies his mother’s bravery. With a lightsaber in hand, their courage is enough to handle anything. Then the film presents its unique twist.
The mother is shown packing a bag and preparing to leave. She is a medic in the armed forces, and she is getting ready to take off and must leave her husband and son behind. Seeing the sadness and trepidation on his mother’s face, it is the son’s turn to present her with the elegant lightsaber. As mother and son strike Jedi poses, the words,” Create. The hero within.” appear on top of them.
Released right before the latest chapter in the Star Wars saga hits cinemas, the campaign shows courage in the face of adversity and tough odds. Even as Star Wars Episode IX: The Last Jedi prepares to be unleashed on the world, there’s no denying that the saga, and the courage of the Jedi have given joy and encouragement to millions worldwide. And a weapon like a lightsaber, even in toy form, can resonate and augment bravery for children and parents alike.
The film ends not just with an invitation to catch Star Wars: The Last Jedi in cinemas, but also with a call to donate to the HERO Foundation, a non-profit organization that has been helping provide educational and supplemental financial support to children left behind by fallen Philippine soldiers.
CREDITS:
GLOBE TELECOM
CLIENTS:
Joseph Caliro – VP, Creative Marketing and Multimedia Business Group
Charly Atienza – Director, Creative Marketing Services
Veca Keeler – Head, Communication Design & Integration
Carla Braganza – Manager, Communication Design & Integration
Paolo Banaga – Manager, Communication Design & Integration
Eric Nolasco – Manager, Communication Design & Integration
Patrick Marcelo – Social Media Strategist, Creative Marketing Services
Yosu De Erquiaga – Channels Manager, Creative Marketing Services
CREATIVE AGENCY
PUBLICIS JIMENEZ BASIC
Katie Santos – Client Service Director
Raffy Parcon – Business Unit Head
Ish Abat – Account Manager
CJ Jimenez – Director of Brand Strategy
Trixie Diyco – Executive Creative Director
Alnair Langkay / Bia Fernandez-Famularcano – Creative Director
Lowell San Jose/ Marielle Auti Nones – Assoc Creative Director
Leslie Cua/ Marvin Ramos – Creatives
PRODUCTION:
Producer: Datu Gallaga
Associate Producer: Alex Villanueva
Production House: Film Pabrika
Director: Joel Limchoc
Executive Producer: Anafe Manuel
Line Producer: Lei Villena
DOP: Dix Buhay
PD: Nina Torres
AD: Cris Pasturan
Caster: Geneive Mercado
Production Head: Liza Apuyan
PM: Dave Lacap
Production Staff: Edward Amazan, Regina Inocencio, Aldo Directo, Paulo Torres / RJ Santiago
Offline Editor: Randy Gabriel
Colorist: Musse Cruz/ BareBones Inc
Online Editor/VFX: Cj Martin
Audio House: Hit Production
Sound Engineer: Tara Lim, Eddie Boy Vargas
Arranger: Teddy Katigbak
