Popular Filipino fast food chain Jollibee's and McCann Worldgroup Philippines made a series of tear-jerking viral videos celebrating love in all its forms: unrequited, enduring or cut tragically short.
Created for Valentine's Day, the spots continue the brand's "Kwentong Jollibee" ("Jollibee Stories") online campaign launched in 2016. Based on real-life experiences of its patrons, they start with the line, "Inspired by a True Story," and all take unexpected twists.
Without giving away too many spoilers, some of the protagonists live happily ever after and some don't. An ad about a bucket of "Crispylicious Juicylicious Chickenjoy" turns into a devastating meditation on family, love and loss. (Watch it above.) As one Twitter user wrote, "I would like to thank Jollibee for sponsoring today's water works."
Another of the videos is about a student who leaves notes for his crush on post-it notes stuck to burgers, an idea reminiscent of Energy BBDO's love story written on gum wrappers for Wrigley's Extra. And there's a wedding day love story, complete with a white chapel, schmaltzy music and a flashback to when boy met girl at a Jollibee's as they discovered a mutual love of two-piece spicy Chickenjoy with extra rice. That one has 13 million views on Facebook alone.