Ad Nut
Feb 4, 2020

Alaska Milk isn't afraid to pour on the emotion

Along with MullenLowe, the brand finds that canned milk and sweet stories go together well in the Philippines.

Alaska Milk and MullenLowe Philippines seem to have found a groove they like with overtly emotional films where the brand's product plays a key role in connecting people.

Late last year the brand delved into dementia (see "How about adding some tears to your Christmas cooking?"). Now it has another hit on its hands (1.9 million views on Facebook thus far) with 'Lataphone', in which a couple of Alaska Milk cans literally bridge the gap between upstairs-downstairs neighbors who both need a friend.

It's not subtle—a dramatic change of mood takes place, complete with swelling music and sunlight pouring into a previously darkened scene, as soon as the milk touches the lips of one of the characters. But it's well known that strong emotion works in the Philippines, and Ad Nut admits the video even achieved a measure of warming in Ad Nut's jaded heart.


Creative Agency: MullenLowe Philippines
President / Chief Creative Officer: Leigh Reyes
Executive Creative Director: Abigail Aquino
Creative Lead: Mylo De Borja
Art Director: Chinny Basinag
Copywriter: Issa Villaverde
Director of Brand Planning: Viboy Palillo
Client Services Director: Aimee Sarmiento
Deputy Business Unit Director: Melissa Jimenez
Account Director: Patricia Juat
Account Manager: Stephanie Velasco
Producer: Jenny Abad Santos
Production House: UxS
Film Director: Noel Manacsa Executive Producer: Ruth Colacion
Post Production: Upprground Audio Production House: Hit Productions
Musical Arranger: Arnold Buena Audio Engineer: Rico Gonzales
Client: Alaska Milk Corporation
Managing Director: Harvey Uong Marketing Director (OIC): Isa Lacson-Ruiz
Marketing Manager: Pocholo Perreras
Sr. Brand Manager Maria Kassandra Tagle
IMC Manager: Cecile Jacela
Digital Marketing Manager: Kevin Czar Roque

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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