A Message from the Future- Jollibee’s Newest Ad Campaign

In this vast and diverse universe, a series of campaigns and products have been prevailing
in our society from the past until the present. Hence, amidst the crowded advertisements and
services offered by this modern village, one ad campaign awes our minds. We are talking about
the newest and first-ever Global Campaign of Jollibee, centered on the message of finding joy
and love amid the chaotic and tumultuous times of every family that is affected by this
pandemic.
The advertisement, "A Message from the Future," was shot in New York and directed by
the Award-winning director, Law Chen. This brand has moved to deliver a unified
communication to bring the message of hope to everyone amid these hard times. "Future
nostalgia", this what the phrase director Law Chen gravitated when he began to produce the
advertisement video
The "A Message from the Future" ad campaign, is an example of Plain Folks Propaganda
Technique, for it presents and narrates the story of a migrant Filipino family based in the US.
The film captured the anxiety, confusion, fear, sadness, and chaos in monochrome, showing
familiar and relatable scenes of coping with the quarantine. "A Message from the Future"
reinterprets the brand tagline of 'Joy of Family' in the context of the current pandemic. The
Jollibee advertisement only proves to us that we will never be defeated, for we are shaped and
strengthened by years of challenges and triumphs. This was the year of the pandemic, but it was
also the year of the Family.
As the video played in front of our two eyes, what captivates us the most is the motif it
signifies; it's the concept of storge love amid a pandemic-an infinite and boundless love from
family. A love that is undefeatable and unbreakable even in challenging times, as well as in
triumphant moments. And this was manifest in the elements used, in the context of storytelling in
the presence of film and video. It is apparent that in the making of the advertisement, they
utilized different lighting and color, that make the short video film, perceivable in the gazes of
the viewer. What struck us is the message it portrays- the love and hope which we can found in
our own home, in the presence of our family. And as what Jollibee stands for even before then,
that the purest and genuine joy we are looking for is in the home where our family is our haven
and safest place. Aside from the story of hope and love, it was depicted also there the culture that
all Filipinos adhere to even then- the importance of our family. Where it is our culture here in the
Philippines that even through thick and thin, the family will always be our home where we can
find comfort and stability. Thus, we can appraise from the short clip that this pandemic impacts
us both negatively and positively. Negative for suddenly the world shuts down, we forfeited
lives, we suffer agony from time to time, and humanity is in fear and suffered hunger. Yet
despite that, what we found in this crisis is hope, and it will leave us the feeling of gratefulness
for we found the undying strength we all need; a family, for as long as we have them right next
to us, all obstacles and challenges will overcome, and all of us will prevail.
 The message is conveyed through a story, which depicts a grandpa recalling his
memories of the pandemic to his grandchild, bringing a message of hope to everyone amid these
difficult times. Jollibee makes it a point to reach out to customers' hearts through localized
storylines, ensuring that messages are aligned with cultural norms. Jollibee uses the sphere of
influence to create such an impact. It has a meaningful message about life that strikes the heart.
They try to convey emotions based on meaningful, intimate experiences. Instead of shouting out
their brand offers and services, they use the power of storytelling to evoke emotions and
establish human relationships, which they can relate their life to. And it is so powerful because it
develops a strong affection and connection with their target audience and offers them a sense of
belonging
This commercial highlighted that one must never succumb to loneliness. And this
becomes an avenue of the message that we should assuage fears by assuring that we will all
survive and get through this pandemic together. Regardless of the darkness, hardships, and
difficulties- we will constantly find joy.
On the delivery itself, we can no longer find loops and holes to suggest a better medium
in conveying the advertisement and its story, for the video itself already satisfied us, viewers. It
already started the message as clear as the skies and waters. Therefore, the advertisement is
suitable for all, regardless of how they identified their selves, and how they act to the world. The
message indeed transcends to every home, for the value and context can inspire people in
different walks of life.
The message of Jollibee (A message from the Future) shows unconditional love for loved
ones. The video ads that were released in prior years and current years all depicted people's love
for their families and friends. Family love, reciprocal love, and unrequited love are all examples
of unconditional love. Jollibee video ads have primarily focused on familial love and the
strongest link between family members. They never failed to touch the people's hearts. The
pandemic was sparked by people finding joy and love amid adversity. Jollibee sends out the
powerful message that youngsters who are exposed to and given love, care, happiness, affection,
respect, and charity grow up to give those same blessings to others.
We can say that the advertisement successfully bridges its message. A message that a
future generation can hold is, "It's the year of the family". A year that challenges people, but it's
also the year where people learn to rally themselves and their families for them to go through a
journey where triumphant awaits them.
Indeed, Jollibee stay true to their tagline where "Joy of Family"
Now, if the future asked us how our story was back then, it's a story of hope, family, and
a story that the world would never be passed over.

MEMBERS:
Abellada, Mark John Lester Lloren
 Abellera, Rosemarie Ballanza
Apilado, Johnever Kenneth Fusilero
Ballesteros, Lyzza Lozano
Basco, Regine Bilon
Boado, Kathleen Mae Gravidez

Video Link:
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