Watch a Father's Sweet Message of LGBT Acceptance, from the Philippines' Smart Communications

A Facebook Friend Request Poses Some Big Questions

By Angela Doland. Published on Jul 06, 2016

Editor's Pick

There's a powerful simplicity to this spot from Philippines wireless provider Smart Communications and creative agency Dentsu JaymeSyfu. A father wonders why his son hasn't accepted his request to become Facebook friends. The son, meanwhile, worries about how his dad will react to Facebook photos showing him posing affectionately with his boyfriend. Everything is resolved in seven words exchanged by text message; the hashtag is #smarterchange.

Marketers in Asia have produced a few strong campaigns lately centering on LGBT acceptance. McDonald's Taiwan and Leo Burnett Taiwan showed a son coming out to his father over a cup of coffee.

Last month, India's "6 Pack Band," a transgender musical act conceived by Mindshare Mumbai for a Hindustan Unilever tea brand, won the Glass Lions Grand Prix at the Cannes Lions International Festival of Creativity.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Jul 06, 2016
Dentsu JaymeSyfu
Chief Creative Officer:
Merlee Jayme
Smart Communications
Executive Creative Director:
Miko Quiogue
Therese Liboro
Art Director:
Benci Vidanes
Managing Partner:
Alex Syfu
Chief Client Officer:
Alex Syfu
Account Director:
Gabbie Santiago
Strategic Planning Director:
Diday Alcudia
Henry Frejas
Butch Tayao
Executive Producer:
Concon Limbo-Deray
Production House:
Jasper Perez
Audio Production House:
Sound Design Corp

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.