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(3) The first scene of the
commercial begins with a man at the airport arrival terminal catching a cab,
the camera then switches to the man, now inside the cab, conversing on his cell
phone saying, “Hun, on the way na ako!”, a conversation then develops between
the taxi driver and his passenger. During the conversation, it is revealed that
the man has just come home from a two year stay in Qatar, implying that he is
an Oversees Filipino Worker (OFW). The taxi driver then proceeds to relate to
him by stating that the man must have missed the Philippines, and that his son
too was an OFW. After they arrived at the destination, which was Jollibee, the
passenger invited the taxi driver to join his family as a gesture of “kapamilya”.
(1)
The advertisement was commissioned by Philippine fast food giant, Jollibee, as
a commercial in time for the holiday season. (2) The theme of the commercial
notably aims to sympathize with Filipinos who have family members working
abroad as OFWs. I believe that it targets both lowers and middle class families
alike due to the choice of characters such as the taxi driver and the decently
dressed man.
(4)
Though the advertisement initially delivers the impression of the importance of
family, I believe that the true unstated meaning of the commercial is that by
eating in Jollibee, one can achieve closeness to family. (5) The commercial
emphasizes the importance of spending time with family, and also the value of
hospitality, even to those we do not know.
(6)
The rhetorical appeal of pathos and the logical fallacy of argumentum ad passions
or simply the appeal to emotion is clearly utilized in the advertisement.
Jollibee tries to manipulate the emotions of the masses by creating a situation
that is easy for them to sympathize to. (8) Evidently, it empowers those who
have family members as OFWs, this serves Jollibee as a tool of sympathy and
empathy to those who view it. It gives them the image of understanding the
Filipino life and needs.
(7)
The advertisement reminds us of the sacrifice of those who have to work abroad
as OFWs and the family they leave behind. On a brighter light, it shows how we
as Filipinos put great importance in family, may it be through the need to do
anything to provide for them or the longing for each other’s presence. It also
shows how hospitable we Filipinos can be towards others, may it be family or not.
(9)
After receiving positive feedback on the advertisement, Jollibee proceeded to
commission another commercial with the same theme. In this advertisement, the
focus is on another taxi driver, whose daughter is also an OFW. The same theme
is utilized in this ad, attempting to once again reach out to the Filipino
masses, by furthering this motion by providing stations where one can video
chat with their family members around the globe. This advertisement was aired
on tv and was also posted on internet pages such as YouTube and Faceboook.
(10)
Although I personally do not consume fast food, this commercial gave me a
better impression of the Philippine fast food giant. Though I do not have
family members working abroad, I do have friends who do, and this ad helped me
understand their situation more.
http://wwww.youtube.com/watch?v=2DmID9cTums
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