Entitled 'Sampay' (meaning clothesline), the 30-second film shows four friends running out to the garden to retrieve their laundry as the rains come down. But instead of rushing back inside, they play in the downpour like children, singing "who wouldn't want to dance in the rain?"
The commercial ends with the girls changing into dry clothes, sipping warm cups of Nescafé and gazing out of the window. The current theme line, 'One good day coming up', has been rephrased as 'Rainy days are Nescafé Classic days'.
Sherilla Bayona, assistant vice-president on Nescafé, said the campaign was a celebration of the rainy season, which offers a respite during summer -- this was one of the hottest years in the Philippines in recent memory.
Lara delos Santos, Publicis creative director, added that rainy days are the best time to drink Nescafé: "The coffee is like a warm blanket," she said. Bayona pointed out that coffee is the number one in-house beverage in the Philippines, overtaking soft drinks. As a staple, it is consumed mainly at breakfast.
Nescafé Classic is the dominant coffee brand in the Philippines, commanding over 80 per cent market share.