Campaign Spotlight

Campaign Spotlight: #SMoments Christmas Special shows neighborly care for those who stay home this year

MANILA, PHILIPPINES– SM Supermalls‘ Christmas campaign created by Tribal Worldwide Philippines shows a story of Filipinos’ love for family and how SM makes their special moments happen this Holiday season.

Directed by Mark Meily, the film centers on a nosy grandma who always raises her eyebrows at her neighbor’s activities under quarantine such as going to the mall, and getting deliveries.

Being the meddlesome “Kapitbahay,” it came as a surprise to her when she was invited to their Noche Buena feast with a nudge on her part to give into joy. The family hung their lights to spell out “SMile naman dyan.”


She was then treated to a family dinner and even learned how to enjoy malling through the SM Supermalls Mobile App. From then on, she was no longer grumpy when the family would go to the mall for she could too through her phone.

The new #SMoments video tells viewers that although this year is a rather sad one, with a string of natural calamities topped by a tenacious pandemic at that, Filipinos will not be stopped from celebrating Christmas.

As the video’s postscript says, “Christmas will always be perfect. Because spending it with family makes everything perfectly fine.”

SM Supermalls’ Senior Vice-president for Marketing Jonjon L. San Agustin elucidated on how, despite everything, some things don’t change – like our love for Christmas and SM.

“This year may have changed a lot of things – the way we live, work and entertain. But some things remain the same, like our love for celebrating Christmas with our family, and going to, or calling SM to buy them gifts, as well as get food for our Noche Buena feast,” he said.

“As our official Christmas campaign hashtag encapsulates it, we want our shoppers to remember that no matter what happens, #SamaSamaTayoSaPaskoAtSM,” underlining that the hope and joy that Christmas brings to every Filipino family is constant under changes and difficult circumstances.


Client: SM Supermalls
President: Steven Tan
Senior Vice President for Marketing: Jonjon San Agustin
Assistant Vice President for Creatives: Karla Marie Peñalba
Senior Marketing Manager: Rj Jabeguero-Rodillo

Agency: DDB Tribal Worldwide
Account Management: Diane Chua, Love Rosas, Kim Jimenez
Creatives: Dan Pambid, Kristoffer Bathan, Celine Hembrador, Sab Gutierrez, Kyla Nievera, Hannah Manalaotao, Tero Diaz, Gabbi Torres

Director: Mark Meily
Producer: Irene Chingcuangco
Asst. Director: Jun King Austria
Casting Director: Ian Dave Basa
Executive Producer: Grace Miller
Production Design: Chet Garcia
Post Production: Imagineers
Soundtrack: Loudbox – Nioki and Jepri Sito

Partner with adobo Magazine

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