Ad Nut
Dec 12, 2018

Joy dishes up some holiday heartbreakers

Is scrubbing dishes together a good way to wash away family tensions? It is in this pair of moving ads for the Philippines from Joy and Publicis Singapore.

Enjoy bawling your eyes out to holiday ads about dishwashing liquid? Then Ad Nut is happy to share with you these two quality commercial films for Joy Philippines, by Publicis Singapore.

Both are moving, but the ad above in particular snuck up on Ad Nut, who didn't immediately realize why the mum seemed so ignorant about her own son's likes and dislikes. When she started showing pictures of another boy, a definitely caucasian kid, it all clicked into place. And Ad Nut went from cynical, steely reserve to abject, helpless weeping in a matter of seconds.

When the tears dried up, Ad Nut felt impressed that the film so frankly acknowledges what overseas domestic workers must go through when they return home for the holidays. They don't get much time together with their own kids every year, and then when they finally get a vacation, they find that their children are feeling abandoned, and perhaps even resentful. Ad Nut can't imagine how hard that must be.

The second film (below) also shows a fraught holiday scenario. It's not without its moments of impact, but the dad changes gears about his daughter so abruptly that it's hard to feel much. And besides, the situation is not nearly as difficult as the one in the film above. Whereas the mom in the first film presumably has little choice but to work overseas to support the family, the dad in the second one merely needs to get himself more enlightened and accepting about his daughter's sexual orientation.

While Ad Nut's not quite sure that doing the dishes together is the cure-all for family tension that the brand suggests, that's ok when that message comes in packages with this much heart.  


Client: P&G, Joy Philippines
Kristine Tang - Brand Director, Dish Care APAC
Michael Jonathan Biscocho, - Brand Manager, Dish Care APAC
Ankit Gupta – Assistant Brand Manager, Dish Care APAC
Sarah Sayas-Tolentino - Brand Building Integrated Production Manager

Creative Agency: Publicis Singapore
Noel Orosa - Regional Group Creative Director
Ray Sunga – Senior Art Director
Ajay Thrivikraman - Chief Creative Officer, Global Clients
Lolita Ham – Head of Broadcast
Jeigh Pengson Santarina – Broadcast Producer
Jordan Price - Regional Head of Planning
Camille Chevry – Planning Director
Natalie VanderVorst - EVP, Global Clients
Sharmista Nagarkatti - Regional Business Director
Patricia Santiago - Account Director
Woei Wong - Account Manager

Prodigious Singapore
Production Village

Thierry Notz - Film Director
Fran Omampo & Alfonso Bassig – Executive Producers
Kitten Abueg - Production Designer
Larry Manda - Director of Photography
Kristy Gallaga - Assistant Director
Krix San Gabriel – Casting Director
Marica Agregado - Production Manager
Gina Llanto - Makeup

Post-production: GreenRoom
Fran Omampo & Alfonso Bassig - Executive Producers
Audie Anden – Colourist
Dexter Lau – Online

Audio production: GreenRoom
John Paul Espiritu – Audio Engineer

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

19 hours ago

IPG becomes first company to integrate Adobe ...

The IPG Engine is set to be integrated across their full spectrum of operations, providing a suite of services that span the entire content lifecycle, including creation, curation, assembly, personalisation, and measurement.

20 hours ago

Where is China’s gaming industry headed next?

A draft legislation was published in December outlining plans to restrict in-game purchases in a bid to curb “obsessive” gaming behaviour in China. Then it disappeared. What happens next?

20 hours ago

The rise of indies amid Japan's advertising oligopoly

Amid the vast expanse of Japan's advertising landscape dominated by giants like Dentsu, Hakuhodo and ADK, independents are mushrooming. These David-like contenders may lack the colossal budgets of their Goliath counterparts, but they wield a different kind of power—one fueled by strategy, resilience, and agility.

1 day ago

Dentsu bags Popeyes India's creative mandate

Account won post a multi-agency pitch