I read recently of an ad agency expert who said that the most popular ads in the country are those that hit the sentimentality of the Pinoys. We all know that its true.
Why is that though? Is it because the Filipinos are the Latinos of Asia? and we all know that Latinos are portrayed as this romantic dashing debonair of our dreams type of persona.
Psychologically ( and I use this term a lot ) , I am theorizing it as because of our sense of family and how closely knit we are to our relatives. Only in the Philippines and Filipinos can you hear that you need to entertain “Tita Beth” because she is the aunt of your cousin in law who is married to your sister in law’s brother ( don’t even make sense of it ) and therefore your relative and therefore should have open access to your home.
But because of this psyche that we have, we are so close and so intertwined in the lives of our loved ones that it is very hard to let go if and when circumstances force it upon us. thus the word # HUGOT.
How often have you cried because you got too close to the niece of your now ex boyfriend who you miss more than him? Or how often do you tear up every time you see the Jollibee commercial that made you remember “THE ONE” that got away?
Whatever it is that makes us sentimental, it is who we are, as a people. and we should celebrate and we are celebrating that by all the creative and masterful commercials that we are seeing more often now.
So to Jollibee, McDonalds and a host of other commercials, Cheers to Hugot! Cheers to the Filipino People!
Girl Boss Ph 