Creativity

This Father's Day Spot From the Philippines Has an Endearing Twist

Spot by SM Supermalls Has Gone Viral

By Alexandra Jardine. Published on Jun 19, 2017

Editor's Pick

A Father's Day ad from the Philippines about an unemotional-seeming Dad has gone viral, with over nine million views in a little more than a week since its launch.

The spot, created by Tribal Worldwide Philippines for mall operator SM Supermalls, centers around a girl going shopping with her parents for her 18th birthday party. As she excitedly discusses dresses, colors and shoes with her mom, her Dad looks on with what seems to be a mixture of resignation and boredom. All he does is pay for the the stuff and carry bags and look like he'd rather be anywhere else.

We then move to the night of her birthday. The girl takes to the stage and thanks her mom effusively for being her best friend. Then she turns to her Dad -- who looks again like he'd rather be elsewhere. However, as she starts to speak, it turns out Dad isn't so unemotional after all.

The ad reached two million views in less than 24 hours and has had over 63,000 shares so far.

"It is very heartwarming to know that families that watched our video and were moved by its story and the message that it aimed to tell," said Jonjon San Agustin, SM Supermalls senior vice-president for marketing, in a statement. "We just narrated our customer's story -- every Filipino family's story."

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About

Credits

Date
Jun 19, 2017
Agency:
Tribal Worldwide Philippines
Client:
SM Supermalls

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