MANILA – Strength of character is a trait that is universally admired. To overcome adversity in order to achieve goals more often than not involves testing one’s character and meeting a challenge head on. That is the story told in Bear Brand’s “Tibay ng Pinoy“ advertisement.
Based on true events, the ad is set in town of Sitio Madlum, Bulacan and depicts the story of a father and his three sons. As dawn breaks, the father wakes each son and serves them Bear Brand powdered milk while having breakfast. Bidding his wife goodbye for the day, the father then grabs some cables. They are then shown walking through rough terrain before reaching a ravine.
Father and sons cautiously stare across the ravine and the river that is at the bottom of it. From there, the father ties one end of the cable to a tree trunk, then throws the other end to the river before he secures it by swimming across the river. With the help of a few able bodied individuals, the father raises the cables and crosses back to the side where he came from.
“Tara!” he calls out to his sons, as one climbs on his back to slowly cross the ravine. “Ang tatay namin, ang tibay namin,” the voice of a young boy narrates. The older boys emulate their father in crossing. “Di niya lang kami tinawid sa eskuwelahan,” the voice continues. “Ang totoo, tinawid niya kami sa aming kinabukasan,” says the voice as the boys are shown entering their school that was across the ravine all along.
“‘Tay, ikaw ang tibay namin,” the boy’s voice says as the father waves goodbye before asking the viewer, “Ikaw? Saan galing ang tibay mo?” A graphic stating “Saan galing ang tibay mo?” flashes before transforming into the classic Bear Brand logo with “Share your tibay story” appearing under it.
This tale of rural Pinoy life and fortitude is part of Bear Brand’s ongoing campaign. “Bear Brand has always celebrated the Filipino’s strength and unbreakable spirit,” says Jayel B. Ladioray, Vice President and Creative Services Head for Communication and Marketing Services of Nestlé Philippines, Inc. “For generations, Bear Brand has been providing Pinoys with ‘tibay-resistansya;’ nourishing Filipinos so that their strength of body can match their strength of will.”
As part of this campaign, Nestlé’s Bear Brand and adobo magazine are inviting professional and amateur photographers alike, including students and plain hobbyists to enter their photographs in the adobo Design Awards Asia 2016 under the Open Category with its theme “Designing for a Bold New World.” With an ever-evolving world, the aDAA needs designs that are as bold as the world they are trying to change. These ideas must not only be different, but push the limits of creativity in order to achieve positive results.
The partnership aligns perfectly with Bear Brand’s “Tibay ng Pinoy” campaign, and will recognize the best and most inspirational photo that portrays the strength of will of Filipino families. “These are stories of Filipino families who, through their grit and determination, find ways to surpass and flourish in spite of obstacles. And these stories are what the brand is hoping can be captured through photography,” Ladioray adds.
Though bad news and scandals often hog the headlines, it’s heartwarming to know that good people still have the strength of character to overcome the odds. This story of the father and his sons celebrates that value and Nestlé’s Bear Brand aims to capture that spirit with its presentation of the photography award at the adobo Design Awards Asia 2016.
