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In this week’s best ads: Everything is therapy, a fruit hater lands juice spokesperson gig, and Santa Claus gets replaced

MANILA, PHILIPPINES — The creative industry is brimming with tons of amazing ideas, so it’s no surprise that there’s never a shortage of great campaigns to admire and celebrate.

From gripping stories and new perspectives that embody what a brand stands for to new fun ways people can engage with a brand, here are campaigns that caught adobo Magazine’s eye this week:

BPI helps you love the life you live


The newest additions to the BPI family, celebrity couple Drew Arellano and Iya Villania-Arellano, are the stars of the bank’s latest ad. In this spot, the couple recounts times in their life, from small cooking mishaps they look back on and laugh about, to huge milestones that mark their journey as a couple, that was made easier with BPI on their side. The ad shows that BPI isn’t just a bank, but it’s also your partner in paving your way to loving the life you live.

For MindNation, everything is therapy

Therapy has always been a taboo subject, especially in the Philippines. So, in order to fight the stigma, MindNation is showing everyone that therapy can come in all forms and that people should make use of any kind of wellness that helps them. This campaign by Propel Manila emphasizes that even the little joys in one’s life, from working out, to relaxing with your favorite show, count as therapy. And if all these kinds of therapy are normal, why can’t we normalize getting help from a mental health professional as well?

Innocent gets fruit hater Amy to vouch for its juice

At the heart of Innocent’s latest campaign by McCann Shanghai is Amy, a girl who is revolted by being even near fruit. She refuses to eat any fruit at all and even runs past fruit stands as if the fruit would chase her. Surprisingly, her aversion to fruit and sensitivity when sensing if there are fruits around are exactly what makes her the perfect face of the fruit juice. As it becomes evident that she is equally passionate about her hatred of the juice as she is with fruits, Innocent’s claims that its product is 100% fruit natural pure fruit juice.

Boonthavorn says no to settling for the wrong choice

In Boonthavorn‘s latest spot by VMLY&R, a young man imagines the rest of his life if he were to go with the wall tile his wife has chosen and wants to settle on without thinking about it. He pictures spending his years — from feeling his pregnant wife’s belly to being attended to at his deathbed by his son — staring at the tile that he doesn’t like. It makes him decide to not just settle for anything, and rather describe in detail the kind of design he’d like to spend his life seeing, embodying the brand’s insistence to make a choice you’re passionate about, especially when it comes to your home.

When Uncle Simon replaces Santa Claus 

TK Maxx cements itself as the ultimate holiday shopping destination with its latest ad by Howatson+Company. As the festive season approaches, a family starts getting into the holiday spirit. But instead of prepping for the arrival of Santa Claus, the family decorates their house for the arrival of the person who seems to be their personal Christmas icon — Uncle Simon and the several TK Maxx shopping bags full of presents for the family in his hands.

Capturing the spirit of rugby through sound

For this year’s Rugby World Cup, each Mastercard Player of the Match is awarded a unique sonic trophy designed by Māori artist Nichola Te Kiri. As the love for the sport can be embodied by breathtaking moments that define the match, the sonic trophy will be able to play 80 seconds of the Player of the Match’s highlights. In line with capturing the passion of the sport through sound, the trophy celebrates women’s voice, specifically that of a kaikaranga, or the Māori’s ceremonial caller, by taking inspiration from the kākahu, the kaikaranga’s traditional cloak.

Check back with adobo Magazine for our weekly campaign.

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