Ads & Ends
Nanette Franco-Diyco

THE NEWLY LAUNCHED digital and television commercials of Jollibee’s Burger Steak express how someone who’s deeply in love really knows it’s real love. I congratulate Jollibee and Publicis Jimbasic for creatively exploiting the love duo of “JaDine.” I remember this same client and agency producing one of the very first TV commercials of James Reid when he was still a nobody in cinema or TV. So it was an extremely wise move to actively stay with him as he slowly rose to stardom.

Jollibee celebrates real love

Over the years, many Jollibee commercials helped to slowly identify actors James Reid and Nadine Lustre as real lovers. And the climax was reached with this newest Burger Steak materials.

The script is lovely — really verbalizing how every young man and young woman would describe a heart fully convinced of true love:

James: Everyone wants to find real love.

Nadine: Pero pano ba nalalaman kung real love na? (But how does one know if it’s real love?)

James: If it’s the only thing that makes you happy.

Nadine: Hinahanap-hanap mo. (You search for it.)

James: Di ka nagsasawa kahit lagi mong kasama. Sigurado ka. (You don’t get tired of each other even if you’re always together. You are sure.)

Nadine: This is what you want.

James: Because when you find real love,

Nadine: You know it.

James: You feel it.

Nadine: You taste it.

End tag: Jollibee Burger Steak

The entire visualization of love, with director Stephen Ngo’s spectacular camera shots seemingly catching the two in their most tender moments, makes anyone believe that these two are really in love. You must watch the two-minuter on social media.

Many adults have said that they may not be die-hard fans of James and Nadine “but the commercial just hits them — in the gut!”

The commercial boasts of iconic shots of the duo’s past concerts and appearances and teleserye cuts. Great picks indeed! At first, I could hardly believe that all of these were shot by director Stephen Ngo anew, meticulously repeating all events, staged the way they were, replicating fantastic sets and gowns and all the props imaginable! I have long heard of this director’s meticulous eye for detail — but this one must top them all!

Congratulations to Jollibee’s top advertising honcho for approving the phenomenal restraint in showing the product. As a matter of fact, James and Nadine are shown eating Jollibee Burger Steak “only during the break in shooting,” which spells the actual end of the commercial.

The flow is great: “When you find real love, you know it. You feel it. You taste it.” Only here does the director finally bring in the product. And somehow, you just know it tastes real good!

Now you are a fan of James, Nadine, and Jollibee Burger Steak. Simply call it stunning advertising.

Credits. Client-company, Jollibee Foods Corp.: Francis Flores, Cathleen de los Santos, Kat Silvosa, Charles Gosiaco. Creative agency, Publicis Jimbasic: Tats Cruz, Trixie Diyco, Igie Soriano, Jofer Mijares, Lucas Luchico, Cara Soto. Production house: Pabrika. Director Stephen Ngo; Producer Syd Alcala. Post house: Riot. Sound house: Hit Production.

Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, currently teaching communications at the Ateneo de Manila University.