MANILA – Nestlé and chocolate drink brand Chuckie talked to parents this time around in a new campaign reminding them to seize every chance they get to play with their kids while they’re still young.
Play creates the strongest bonds, says Nestlé, but the hurly-burly of work and the convenience of using mobile devices to distract them have led parents to skip this invaluable moment with their kids.
The brand turned to McCann Worldgroup Philippines to create a short music video to let parents feel not just the joy of playtime with their kids, but also the urgency.
“After all, our kids won’t be children forever. So it’s best we join them while we can,” Nestlé suggests.
“Buddy” follows a very supportive mom and his young boy in a pretend play of epic proportions – from dressing up as ninjas for covert mission in a supermarket and slaying a street dragon, to flying an electric fan bomber and becoming a legendary magician that can command water fountains.
The one-minute spot is set to the tune of an original song inspired by Billy Joel’s She’s Always A Woman to me.” But this time, it was taken from the point of view of a child and how he saw his mother.
“It was a tough process,” Account Director Jobelle Nepomuceno recalls, “We had to get the song, the work and the lyrics cleared with Billy Joel himself. We had to wait for weeks while he was on tour. But we believed this was the perfect song and we pushed to make it happen for us. ”
“Basically, we all try to come up with work that evokes emotion and provokes a reaction. The strength of the insight is what really makes the spot resonate.”” explained McCann Worldgroup Executive Creative Director Joe Dy, who partly owes the success of the campaign to Joel Limchoc, a director at Revolver Studios.
“Which is why we’re very pleased with how this work has been received. The reactions and organic blog posts, for example, have been quite gratifying. ”
Since its launch last July 31, Buddy has racked up 962,073 views on YouTube – not to mention countless teary-eyed parents.
