A dating app makes its way to a battleground, a procrastinator spits out balloons, and more of this week’s campaign favorites

MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. May it be raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers have continued to find newer and more dynamic ways to communicate brand messages to target audiences around the world. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate in time for each week’s round-up.

From gripping stories that stay with you for hours after seeing them for the first time to brilliant engagements that bring the brand to new heights, here are the campaigns that crossed our radar this week:

A gaming battle turns into a love quest this February

Mobile battle royale game PUBG MOBILE and dating app Tinder have joined forces in the Philippines for a unique partnership this February. Players can experience the intersection of gaming and romance through PUBG MOBILE’s mini-game, offering Tinder Gold and Tinder Plus vouchers as rewards until February 29. The collaboration extends to a video featuring content creator Sassa Gurl, who searches for her “Dream Boy” against the clock.


Two films, one message: Love is sweeter with effort and consistency

For this year’s edition of #MyKwentongJollibee, Jollibee partners with creative agency McCann Worldgroup Philippines to launch 30 Dates and To Love Again. The two short films spotlight the real-life journeys of two couples, Kristian and Coleen in 30 Dates and Hazel and Ronald in To Love Again, as they navigate the complexities of love and life. The films strive to capture the emotional language that Jollibee represents in the lives of Filipinos, bringing to light heartwarming and relatable stories.

Procrastinators find a playful escape, with a bit of help from unexpected balloons

In a bid to position its transport and delivery services at the forefront of Valentine’s Day, Grab Philippines collaborates with GIGIL Philippines to craft a short film and social media campaign. So strange that it works (a true GIGIL signature), the film delves into the common tendency to procrastinate or forget plans for loved ones during Valentine’s Day. The narrative unfolds with a woman performing an incantation to prompt her partner to be more considerate. The film humorously portrays lovers often making grand promises but failing to follow through, highlighting Grab as the solution for turning those promises into actions, particularly for last-minute gift-givers and procrastinators.

Who said you can only enjoy ice cream in the summer?

Creative agency LOLA MullenLowe introduces the “Find Your Summer” initiative for Magnum ice cream, challenging seasonal perceptions by encouraging enjoyment even in winter. Directed by Juan Cabral of production house MJZ Films, the black and white film captures individuals savoring Magnum moments during brief spells of winter sunshine. The campaign extends to print and outdoor elements,

Super Bowl commercials that hit harder than tackles

The Super Bowl LVIII set a new viewership record with around 123.4 million people tuning in, making it a prime showcase for creative work in the advertising industry. WPP and its agencies, led by GroupM media agencies, played a significant role in the event by bringing activations to life for brands like Adidas, Ally, Coca-Cola, Duracell, Mars, Google, DoorDash, Danone, US Navy, Nestlé,, Dove, Hellmann’s, Nerds, and the Foundation to Combat Antisemitism.

Notable examples of WPP’s work in this year’s Super Bowl include collaborations like Verizon and Beyoncé with Ogilvy, CeraVe‘s debut with WPP Onefluence, Dove‘s impactful ad addressing body insecurities by Ogilvy UK and Mindshare, Pringles‘ seventh Super Bowl appearance with Grey New York, Hellmann’s Mayo featuring Mayo Cat with VML and Mindshare, and the U.S. Navy’s regional spots with VML and Wavemaker. Other contributions include Total by Verizon, H&R Block Canada, Audi‘s exclusive spot on Univision with Ogilvy, and Progressive Insurance‘s “Watch Party” commercial created by VML.

Here’s a look back at adobo Magazine’s weekly campaign picks.

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