Everyone hopes for something this month: new clothes, toys, better health, bountiful blessings and, most especially, to be with the ones th...
Everyone hopes for something this month: new clothes, toys, better health, bountiful blessings and, most especially, to be with the ones they love to celebrate this joyous occasion. Christmas makes all our hopes become reality, as it is the season of giving and being in the company of family and friends.
This is the underlying message of SM Supermalls’ Christmas campaign, which debuted this week in the social media platforms of The Philippine STAR, the Philippine’s most successful multimedia enterprise. The campaign is in the form of The STAR’s primary online ad service called Philstar Viewtorials, which are short videos that tell a poignant or funny story about a brand.
Lilit Reyes, one of the country’s top creatives, and The STAR’s creative campaign specialist Khaila Gurion, wrote the three-minute video titled Second Chances.
It tells the story of a now-separated couple who met one December weekend to take their children to SM Mall of Asia for an afternoon of shopping, dining and strolling. While already on separate paths in their lives, the ex-husband still pines for his ex-wife and hopes to win her back, much to the consternation of the latter.
Their children also hope that the couple will reunite, and in a visit to a Santa’s Workshop display, one of the children writes a letter to Santa Claus expressing her hope that her parents will one day get back together.
The letter, placed in a Make A Wish drop box, does not fully drop into the slot and catches the eye of the ex-husband, who shows it to his ex-wife. The mother smiles, then looks at her children, but doesn’t give a definite answer, leaving the viewer to hope for a positive outcome.
Jon Jon San Agustin, SVP for marketing at SM Supermalls notes, "Second Chances is primarily anchored on the Filipinos’ unique love for family and how SM Supermalls has been part of every family's journey by being a silent witness to the many memorable SM moments they have shared with one another, most especially during the Christmas season."