The Ogilvy & Mather-produced spot features a young boy who has accidentally broken a family heirloom. The mother is initially angry and the commercial finishes with the line: 'To be continued'. The second part shows her regain her composure and give her son a hug. The commercial ends with the tagline: 'Love is pure. Love is Absolute.'
"The spot has a situation in which a mother's love is tested," said ECD Peachy Todino Pacquing. "In the end, unconditional love wins."
The agency opted to go the emotional route as a counterpoint to the marketing thrust of Wilkins, which has adopted a more rational strategy.
The distilled and mineral water market is fast growing in the Philippines and latest figures from the Government shows it to be worth US$44 million annually. Producers typically distribute their products via bottles and dispensers. However, the latest Absolute campaign focuses on home dispensers, which are meant for family use.
Asia Brewery is one of the Philippines' largest beverage producers and distributors. Its product line includes beer, spirits, fruit juice and soft drinks.