Everyone loves mom in McCann Erickson’s new Coca-Cola campaign

PHILIPPINES, APRIL 4, 2011 – McCann Erickson Philippines has created a summer campaign showcasing a mother’s everyday heroic moments. The “MaBuhay” campaign highlights the extraordinary power of moms in uplifting their families’ spirits.  

 

Central to the campaign is a thematic TVC which dramatizes how a typical mom battles heat, weariness and boredom with an ice-cold Coca-cola in hand. The TVC makes use of a clever catchphrase, “Ma, Buhay!”, stemmed from the Filipino popular greeting “Mabuhay”, which means “to enliven” or “to energize”.  Mom is epitomized as the savior amongst a slew of sweaty, tired and bored family members and neighbors.  Armed with her Coke bottle, she brings refreshment to all, and the story ends in a beautiful tableau of a happy neighborhood. Charming, familiar settings and an engaging music score add to make the TVC a standout among mom-centered ads.

 

 

 

Said Bernadette Chincuanco, McCann Erickson Client Service Director, “Coca-cola and McCann recognize the overarching influence that mothers have on their families. ‘MaBuhay’ campaign is a tribute to them, an opportunity to remind mothers to recommit to bring only happiness at home, and share that happiness to others.”

 

CREDITS

Agency: McCann Erickson Philippines 

Chief Creative Officer: Raul Castro

Executive Creative Director: Peter Acuña

Creative Director: Greg Martin

Associate Creative Director: Che Laureano

Managing Director: Nandy Villar

Client Service Director: Bernadette Chincuanco

Account Director: Mutch Wright

Group Account Director: Ting Bongco

Production House: 88Storey

Director: Christian Acuña

Producer: Cris Dy-Liacco

Client: Shakir Moin, Jaideep Kibe, Rachel Bernardino, The Coca-Cola Export Corporation