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
Creatives:
Greg Martin – Executive Creative Director
Jordan Santos – Creative Director
Gino Caoile – Art Director
Race Cuneta – Art Director
Chel Labayo – Copywriter
Lloyd Ko – Copywriter
Accounts:
Gigi Garcia-Iglesias – VP for Client Services
Barbara Escueta – Account Director
Pam Bama – Account Manager
Strategic Planning:
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
