Ad Nut
Aug 24, 2017

Manulife Philippines films offer pleasant surprises

A trio of videos for Manulife by JWT Manila manages to complete a rare trifecta of achievements.

Yesterday, we saw an ad that succeeded despite being entirely predictable. Today, Ad Nut is chuffed to be able to show you three clips that manage to be fresh while also hitting emotional buttons and conveying the benefits of the products they're promoting in a memorable fashion. That's a relatively rare trio of achievements.

All three videos come across as genuine and warmly human, even though the situations might look too contrived on paper—Ad Nut largely credits deft editing and good acting for selling the stories.   

The film above, 'Rock star', is particularly strong and has more than 3.6 million views on Facebook, while the one immediately below, 'Ring', is also highly satisfying. It is the most popular of the three with 5.6 million views. The final spot, 'Ride', with 1.7 million views, is the least effective of the bunch. But in a bunch this strong, that's still very good. 

The campaign seeks to turn expectations about insurance on their head and transform 'what if' moments from occassions for fear into opportunities. The products being promoted can make money available for education, travel and early retirement. But if you watched the ads you already knew that.

Previously: Ad Nut was not quite so effusive about an earlier effort by this same client-agency pair (see Manulife Philippines scores viral hit with video about young comedian).

By the way, this seems to be the week for headbanging.

Who is Ad Nut kidding? Every week is the week for headbanging!


Client: Manufacturers Life Insurance Co., (Phils)
Melissa Henson: SVP, Chief Marketing Officer
Kay Wong: VP, Head of Branding & Digital
Paola Yamsuan: Senior Manager - Branding, Marketing

Agency: J. Walter Thompson Philippines
Golda Roldan: Managing Director
Dave Ferrer: Chief Creative Officer
Brandie Tan: Executive Creative Director
Javey Villones: Creative Director/Art Director
Bob Cruz: Associate Creative Director / Art Director
Tim Villela: Associate Creative Director / Copywriter
Albert Millar - Copywriter
Joei Calixto: Copywriter
Angelique Vergara: Account Manager
Pam Garcia: Executive Strategic Planning Director
Sam Zetha: Integrated Strategic Manager
Dana Ledesma: Junior Strategist

Jeng Gambol Floresca
Lyda Aguinaldo

Production: Film Pabrika
Director: Lyle Sacris
Cheska Ramos: Line Producer
Marivic San Juan/Jing Lopez: Executive Producers
Debbie Villanueva: Production Design
Cris Pasturan: AD
Sheenly Gener (Rockstar)  -  Asst AD
Liza Apuyan: Production Manager

Production staff
Joy Orio
Regina Inocencio
Robert Cuevas
Aldo Directo
Neil Jara
Ickoy Manzano

Lyle Sacris ( Ring)
JA Tadena (Ride/Rockstar)

HK camera operators
JC Valencia
Carlos Mauricio
Gian Caluag
Ardan ArcegA

Miguel Hernandez (Ring)
Jojo Gonzales (Ride/Rockstar)

Charmaine Betudio
Nestea Naesa Jr

Make up
Face One (Rockstar)
Pedi Acebo ( Ride)

Post Production: Pabrika
Jose Alfaro Azucena (offline)
Cris Cantos (online)

Bien Felix (offline)
Cris Cantos (online)

Cris Cantos (Offline/Online)

Jose Alfaro Azucena (offline)
Anj Laparan (Online)

Musseli Cruz
Aurie Anden

Ad NutAd 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. Check out Ad Nut's Advertising Hall of Fame.


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