MANILA, PHILIPPINES — In today’s world, more women are juggling their livelihoods with motherhood, a role that takes a lot of time and devotion. As mothers everywhere continue to carry this daunting responsibility with full hearts and spirits, it is only vital for their loved ones to make them realize that she is not alone in taking on these duties.
McDonald’s latest video for Mother’s Day is called “Himbing” (slumber), conceptualized by agency Leo Burnett Manila. The video starts with a montage of mothers deep in their slumber, caught up in the middle of their daily tasks. As the sleeping moms were accompanied by a lullaby, their loved ones sneak in, helping them get the proper rest they need. The video ends with the message: “Konting pahinga, Ma.” (Get some rest, Ma.)
Raoul Panes, Chief Creative Officer, Leo Burnett Manila, comments on the campaign: “Rest is a precious commodity these days. And sometimes we don’t realize that’s really the best gift we can give to mothers. Make things a little easier for them. It can be that simple. Resist the temptation to overdo. The team latched on to that thinking and applied it to the execution — nothing fancy, nothing complicated or overwritten. Simple imagery and a classic lullaby to elicit the appropriate response from the audience.”
In the end, the best gift one can give to their mothers can be as simple as giving them a much-needed, well-deserved rest.
CREDITS
Agency: Leo Burnett Manila
Advertiser: McDonald’s Philippines
Clients: Margot Torres, Oliver Rabatan, Ashley Santillan, Mika Miravite
Creatives: Raoul Panes, Dante Dizon, LA Yamsuan, Martin Flordeliza, Cesar Avena
Accounts: Judy Medina, Rica Medina, Ivana Bito
Production House: Film Pabrika
Director: Joel Limchoc
Producers: Steve Vesagas, Dhanice Anne Mengote / Slingshot Manila
Production Manager: Meanne Ballesteros
Offline Editor: Jay Halili
Online Editor: Chris Cantos
Music Arranger: Allan Feliciano / Loudbox
Audio Engineer: Julius Canapi / Prodigious Manila
