Ad Nut
Nov 13, 2019

How about adding some tears to your Christmas cooking?

Alaska Milk and MullenLowe mercilessly pull heartstrings in the Philippines with a story about dementia.

The above film, titled 'Paalala' ('Reminder') comes from Alaska Milk and MullenLowe Philippines and has scored more than 5 million views across Facebook and YouTube. Like much work from the Philippines, it does not shy away from emotions. In fact, it's highly likely to make you tear up at some point—especially if you have a heart and/or have ever basked in the unconditional love of a grandparent.

As you wipe your eyes, you may ask why Alaska Milk decided to make everyone cry for Christmas. Here's Harvey Uong, the company's marketing and business development director, to explain:

The Philippines is experiencing a significant demographic aging, and along with it, dementia is becoming more prevalent. As a brand that has consistently been present in the Christmas tables of Filipino families for many generations, we want our holiday efforts to be more hardworking; to be driven by the desire to give back more than ever. Furthermore, we want to encourage people to create more loving memories—with families, especially. Because as the strands of memories unravel, more often than not, it’s the memories made with love—the ones that are stored in our hearts—that stay.

And Now, Ad Nut is off to call loved ones and make some holiday plans.


MullenLowe Philippines
President / Chief Creative Officer: Leigh Reyes
Executive Creative Director: Abi Aquino
Creative Director: Roman Carlo Olivarez
Senior Art Director: Iya Parungao
Copywriter: Colleen Legaspi
Director of Brand Planning: Viboy Palillo
Client Services Director: Aimee Sarmiento
Deputy Business Unit Director: Mel Jimenez
Account Director: Pat Juat
Account Manager: Steph Velasco
Head of Tech & Platform Services : Raffy Bariso
Content and Platforms Manager: Celine Tila
Business Development for PR: Joel Quizon
Production House: UxS
Broadcast Producer: Jhohanna Hukom
Film Director: Joel Ruiz
Post Production: Contagious
Alaska Milk Corporation
Marketing & Business Development Director: Harvey Uong
Marketing Manager: Joanne Mae Angeles
Brand Manager for Alaska Classic: Maria Kassandra Tagle
Brand Manager for Alaska Creams: Henry Camacho
IMC Manager: Tanya Pico
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'.


Campaign Asia

Related Articles

Just Published

3 hours ago

Dentsu ANZ restructures: CEOs Danny Bass and Steve ...

The restructured model will also see regional leaders Fiona Johnston and Kirsty Muddle assume new responsibilities.

4 hours ago

Should Gen Zs make financial trade-offs to navigate ...

This playful National Australia Bank (NAB) campaign by TBWA Melbourne suggests that Gen Z could improve their lot by making financial sacrifices.

5 hours ago

Amazon layoffs impact APAC adtech and media leaders

The job cuts are part of Amazon's plans to streamline its sales, marketing and global services division globally.