Campaign Spotlight

Campaign Spotlight: Jollibee reminds everyone to #FindStrengthInLove in latest Kwentong Jollibee Valentines Series

MANILA, PHILIPPINES– Jollibee is proving yet again that love reigns in February with the latest Kwentong Jollibee Valentines series in collaboration with McCann Worldgroup Philippines and Unitel X Straightshooters. This year, they bring back Pepe Diokno, director of “Date” and “Apart”, and Ianco dela Cruz, director of “Vow” and #CoupleGoals.

Antoinette Jadaone, director of blockbuster That Thing Called Tadhana, also joins this year’s edition. Her film, “LDR,” explores the reality of most relationships that were tested during the quarantine.

Jadaone redefined LDR to mean “lockdown relationship,” a status for everyone whose relationship underwent months of physical distance.


With an overarching theme to “Find Strength in Love,” this year’s episodes are nothing short of charming, relatable, and like their predecessors, grounded on truth well told.

Arline Adeva, Assistant Vice President and Head of Brand Communications, PR and Digital Marketing at Jollibee Foods Corporation, shared the insights behind the episodes this year.

“In every Kwentong Jollibee story, we try to impart the very powerful essence na kung baga may mapupulot ka ring aral or inspiration.”

(In every Kwentong Jollibee, we try to impart the very powerful essence of sharing life lessons or inspiration. Now on its fifth year, Kwentong Jollibee Valentines Series has indeed become a tradition. “February is not the same without Kwentong Jollibee.”

Storytelling during a pandemic

The three directors also shared their thoughts on how well the series will resonate in a time of pandemic.

“During the pandemic, mas na-intensify yung feelings of wanting to connect and reconnect together that’s why we watched a lot of series during the lockdown, nauso yung BL (Boys’ Love) and I think it will have that effect… Parang art kept us alive in these times.”

On this, Adeva made a strong point that anchored back to their theme, “When love is present, so is strength.” This was echoed by Jadaone who said, “Any kind of story that uplifts us, that makes us smile is a welcome kind of story.”

While love is expected of every Valentines series, the LDR director added that what made the difference this year is that Jollibee adapted to the climate and conditions happening around and the kinds of relationships that have transpired of current.

“Kwentong Jollibee is always inspired by real life stories pero ngayon, more than ever, I think all three stories will be very relatable kahit na wala kang LDR, kahit na wala kang self-love, or kahit di ka maka-relate dun sa “Hero” story.

Video on-demand on the rise

Unlike the ones before it, one unique thing about the Valentines series is the restrictions in the technical aspect of shooting. Even from Jollibee’s side, Adeva shared that they had to brainstorm with the agency earlier than usual.

Fortunately, because of the collaborative ecosystem that Kwentong Jollibee has developed, the films have resulted into a sought-after, refreshing snippets of love and life in general.

“The brand is very happy to have carried this on,” Adeva added while expressing gratitude to have worked with creative teams and talented directors. On his part, dela Cruz expressed that Kwentong Jollibee Valentines series is still relevant just from the mere kilig that he felt upon watching his fellow directors’ spots.

“I’ve never saw their films, Pepe and Tonette, before the screening and when I saw it kinilig ako eh so yun pa lang I think it’s proof na I think everybody is looking for that kilig factor so I think it’s still very timely.”

“Every KJ is a different experience. Actually, I’m very happy with the story I got this year because it is light,” Diokno said whose 2017 films “Date” and “Vow” have become tearjerkers for fans and regular viewers alike.

Sharing her insight from a marketing point of view, Adeva added, “One of the things why we continue this type of content is because it’s a fact that video-on-demand continues to be on the rise so there will always be hunger and interest for content like this.”

But more than that, the team said that the series is not just something for people to binge-watch but to send a powerful message as to say:

“Now more than ever, there’s always a time for Kwentong Jollibee.”

Partner with adobo Magazine

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