This Christmas, the season of family reunions; Joy, the Philippines’ leading dishwashing liquid; releases two short films that seek to encourage more meaningful exchanges between family members by showing how a chore as mundane as dishwashing is perfect for a more intimate form of bonding. Whereas dinner conversations are great for finding out how everyone is doing, it may not be as conducive to ironing out sensitive issues as a quiet chore done by two people helping each other out. By focusing on this powerful moment and revealing its essential role in family life, Joy celebrates the unconditional love that Pinoy parents have for their children, one that will triumph over life’s hardest challenges.
Modern, authentic scenes of parenting love
In the “OFW” short film, the brand highlights how OFW parents struggle with the effects of distance and time away from their loved ones, imposed on them by their sacrifice to work overseas.
In the second film entitled “Daughter”, Joy celebrates the love of a father for his daughter, regardless of her life choices that challenge conventions.
Joy salutes the sacrifice of OFWs and parents in an exceptionally realistic and relatable way
Created by Publicis Singapore for P&G, the two films are a departure from Joy’s usual comedic and light-hearted stories, with a more earnest and true-to-life portrayal of family struggles. “OFW” pays homage to heroes often honored, but unfortunately not always understood by their family. It recognizes that for both the OFW and family, homecoming can be bittersweet, but the small everyday moments spent together can help to heal wounds and create precious memories.
When dinner time conversations end, real ones begin.
“Through this film, we want to salute the sacrifices done by our modern-day heroes, while also putting focus on the magic behind appreciating those times where one lets their guard down and can be very candid and open. While we recognize that dinner serves as a great way to gather families together, it also rings true for many families that bonding moments can’t be forced. In many cases, when dinner ends, real conversations start. What matters is truly embracing every moment spent together, and choosing to #ShareAMomentOfJoy,” shares Michael Jonathan Biscocho, Brand Manager, P&G APAC Dish Care.
Noel Orosa, Regional Group Creative Director, Publicis Singapore, adds “While the dinner table is great for bonding the entire family together, we saw dishwashing as a safe alternative space for a family to have real one-on-one conversations. It’s a chore that two family members can do together, which is free from the distractions of mobile devices and everyday family life. For more than two decades now, Joy has been a ubiquitous presence
on the Filipino family’s dishwashing sink, which is why it is in the best position to do this advocacy campaign. This marks a new era for Joy thanks to the brave, progressive leadership of the Joy Brand Team.”
Watch the heart-warming story of Jimmo and his iron-willed mother at http://bit.ly/JoyOFWfilm, and of a daughter realizing the boundless love of her father over at http://bit.ly/JoyDaughterFilm, through Joy Philippines’ Youtube channel.
Share your own stories of family bonding over the dishes – with the hashtag #ShareAMomentOfJoy!
Visit Joy’s Facebook page for more information.
Client: P&G, Joy Philippines
Kristine Tang – Brand Director, Dish Care APAC
Michael Jonathan Biscocho, – Brand Manager, Dish Care APAC
Ankit Gupta – Assistant Brand Manager, Dish Care APAC
Sarah Sayas-Tolentino – Brand Building Integrated Production Manager
Creative Agency: Publicis Singapore
Noel Orosa – Regional Group Creative Director
Ray Sunga – Senior Art Director
Ajay Thrivikraman – Chief Creative Officer, Global Clients
Lolita Ham – Head of Broadcast
Jeigh Pengson Santarina – Broadcast Producer
Jordan Price – Regional Head of Planning
Camille Chevry – Planning Director
Natalie VanderVorst – EVP, Global Clients
Sharmista Nagarkatti – Regional Business Director
Patricia Santiago – Account Director
Woei Wong – Account Manager
Thierry Notz – Film Director
Fran Omampo & Alfonso Bassig – Executive Producers
Kitten Abueg – Production Designer
Larry Manda – Director of Photography
Kristy Gallaga – Assistant Director
Krix San Gabriel – Casting Director
Marica Agregado – Production Manager
Gina Llanto – Makeup
Fran Omampo & Alfonso Bassig – Executive Producers
Audie Anden – Colourist
Dexter Lau – Online
Audio production: GreenRoom
John Paul Espiritu – Audio Engineer
About Procter & Gamble
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