By now, I’m sure you’re already aware of the Kwentong Jollibee Valentine Series videos. It has gone viral and I’ve seen my Facebook feeds filled with reactions and shared videos. I got to watch it on Monday, February 6th media screening and was hoping to blog about it in time for the release. I was surprised when the videos were released one after another. And Jollibee broke the Internet.
I’m not surprised. During the media screening, I’d say that everyone enjoyed the short movies as each story touched the hearts of everyone in more ways than one. I personally had mixed emotions, with one having more impact to me than the other. But I enjoyed each of them. How can you not when it touches love, the universal language?
Jollibee stories from the heart
The first Kwentong Jollibee is entitled “Vow” which tackles unrequited love. The video pays homage to people who continue to love unconditionally, without expecting anything in return. It was directed by Ianco dela Cruz and tells the story of a man who fell deeply in love with the woman he calls “the one” from the time they met at a Jollibee store. But his love didn’t go the way he wanted to as the woman was seen walking down the aisle to marry another man. Still, he made a promise to be the man for her, to make her laugh, to be there when needed, to patiently wait at all times, and to never change.
Imagine hearing the vow while seeing the woman in the wedding dress going past by him to meet another man? It’s like your mind is playing tricks on you. Something is not connecting right. But then you realized that’s how the story goes. I did hear some violent reactions during the media screening.
I also read some accusations that Jollibee copied another fastfood chain’s storyline, to the point of calling it a rip off. That’s not fair because a rip off means copying everything from the very details. The “Vow” may be about being “friendzoned” but the execution is just awesome. It may not be my most favorite of all three, but I love the storytelling on this one. Director Ianco dela Cruz have been involved in previous Kwentong Jollibee campaigns before and that goes to show that he knows what’s he’s doing.
“Date” was the second video we got to see at the media screening. And I have to say, this one hits me really hard and made me cry, not just teary-eyed. It explores the grim realities of life and love, yet brings to light the beautiful gift of endless love.
Directed by Pepe Diokno, it showed how a young boy took the effort to arrange a surprise Valentine’s dinner for his mother following his father’s instructions to the letter. The son manages to set up the perfect date with his mom, complete with her Jollibee favorites. The mom was overwhelmed when the son shows her a video recording, which revealed that the Valentine’s date was yet another proof of her husband’s eternal love for her.
I remember when my mom passed away. A friend who claims to have been gifted with a different level of spirituality visited. Then while exchanging conversations with her, she suddenly cried and told me that my mom is still around us. And that she felt my mom’s love for me, and that it’s very strong.
The third installment is “Crush” directed by Joel Ruiz. I have to say that although “Date” left a strong impact in me, I can say that this one’s my favorite. It appeals to all the hopeless romantics, and I guess I am one. It is a feel-good and charming tale of a young college boy who’s head-over-heels in love with his schoolmate and who chooses to express his feelings by leaving her with anonymous cheerful notes with her favorite Jollibee burger. Decades later, a homecoming event sees the boy, now an elderly man, making the same romantic gesture for the love of his life.
The cast for each Kwentong Jollibee video did a great job with their acting. I also love the fact that although the Jollibee products were part of the story, it was integrated naturally, not forced. And of course, the writers and directors did a great job in telling a story that’s heartwarming and very relatable.
“For nearly four decades now, Jollibee has been a part of Filipinos’ lives, witnessing the most touching of their life stories,” said Francis Flores, Jollibee’s Global Brand Chief Marketing Officer and Jollibee Philippines Marketing head. “Through these new episodes of #KwentongJollibee, the brand recognizes love in all its forms, as an icon which celebrates the joy that is present in each shared special moment.”
Three of the brand’s previous #KwentongJollibee videos (Almusal, Entrance Exam and Mama’s Girl) were among the campaigns recognized in the 2016 Araw Values Awards. Jollibee’s viral Grandparents Day video ‘Kahera’ meanwhile made it to Google Asia Pacific’s YouTube Leaderboard last September 2016 as among the most watched videos in the region — the only campaign from the Philippines to make it to the list.
I’m pretty sure we all have our stories inside a Jollibee restaurant. And the most memorable Kwentong Jollibee for me are the ones filled with love with family and friends. This Valentine’s season, Jollibee and its new #KwentongJollibee series invites you to celebrate love and savor the joys that come with the special shared moments. Watch and share the three #KwentongJollibee shorts on Jollibee’s YouTube channel (https://www.youtube.com/user/jollibeedigital1) or on Jollibee’s Facebook page(https://www.facebook.com/JollibeePhilippines).