Filipino food chain Chowking enlisted the help of Publicis JimenezBasic to promote its version of Halo-Halo, a popular Filipino dessert of crushed ice, milk, sugar and ice cream.
The objective was to position Chowking Halo Halo as a shared treat between the parent and his kid, and help change the current mindset that Chowking doesn't have a treat that can be shared and enjoyed.
To do this, the agency created a 30-second spot that illustrated the ties that bind fathers and daughters and how fathers have to let go of their daughters when the right time arrives.
"The Chowking ‘Senti’ TV spot captures the sentiment of every daddy's girl dad," said Don Sevilla, Publicis Jimenez's ECD. "That one day his adorable daughter will call another man the love of her life."
Seizing the day and making the connection is made sweeter and more refreshing with a hearty bowl of Chowking halo-halo. "Moments like this will forever seal that precious bond between father and daughter," said Sevilla.
The father's voiceover is translated as, "One day, you'll have someone else with you. One day, you will be holding someone else's hand. One day, you will call someone else your boyfriend. But today, you are my Miss Universe. This day, right now, is ours, Singer of my life."
The television commercial received a special citation for the Best TV Ad in the recent 32nd Catholic Mass Media Awards. The awards are to honour media projects that have promoted Christian values of truth, life, respect for the natural environment and promotion of positive Filipino values.
Credits:
Project title: Senti
Brand: Chowking
Product: Halo-Halo
Creative team: Don Sevilla, Lawin Bulatao, AA Enriquez, Ben Berdin
Accounts: Carmela Sevilla, Caren Grey, JV Madrid
Producer: Moppet Zamora
Director: Erin Pascual
Production house: Unitel
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