For the first time ever, a PLDT/SMART commercial featured a non-traditional family in its 2018 Mother’s Day campaign.
The online film, “That First Connection” revolves around the story of a young girl and her stepmother, and how their internet connection plays a role in creating a meaningful connection between them.
Together with Smart, PLDT Home is #SupportingAllMoms by bravely recognizing all mothers including those far from the idealized image of families and motherhood.
The refreshing depiction of a different kind of mom was shared and praised by numerous netizens. Just three days after posting, the video has 800K views and counting.
Agency: Ace Saatchi & Saatchi
Greg Martin - Executive Creative Director
Jordan Santos - Creative Director
Gino Caoile - Art Director
Race Cuneta - Art Director
Chel Labayo - Copywriter
Lloyd Ko - Copywriter
Gigi Garcia-Iglesias - VP for Client Services
Barbara Escueta - Account Director
Pam Bama - Account Manager
Carmen Antunez - Strategic Planning Director
Nicole Miller- Strategic Planning Supervisor
Karen Sto. Domingo - Broadcast Producer
Production House: Makina Productions
Director: Borgy Torre
Client: PLDT & Smart
Andrew Santos- Consumer Marketing Head
John Yañez- VP and Head of HOME Marketing
Janice Lagaso- Senior Product Manager
Irwin De Guzman- Product Manager
Dom Layug- Product Specialist