Film > Culture & Context
SEVEN AD, Taguig / PHILAM LIFE / 2019
Overview
Credits
Write a short summary of what happens in the film
We open with dramatic shots of objects that have been abandoned. They appear one after the other, covered in cobwebs and dust. Then we realize that these objects are all hobby items like a surf board, big bike, and the like. Then we hear the verses of the 80’s song “Reunited:
“I was a fool to ever leave your side.
Me minus was such a lonely ride.
The break up we had has made me lonesome and sad.
I realized I love you ‘cause I want you bad. Hey, hey!”
At this point, we see the owners joyfully reuniting with their objects of passion as we hear the chorus:
“Reunited and it feels so good. Reunited ‘cause we understood”
The song continues as we see more “reunions” culminating with our message and a call to action in supers: “Never part with your passions again. Become a Philam Life Financial Coach.”
Please tell us about the social behaviour and/or cultural insights that inspired your campaign
Being the social media capital of the world, it’s easy to find evidence on how much Fillennials (Filipino Millennials) aspire to live a hashtag-worthy lifestyle. They actively talk about how they want to focus on their hobbies and on gaining more experiences.
This is why this generation veers away from the traditional 9-5 jobs. They crave for more control over their own time so that they can freely pursue their interests. However, they are also realistic and practical. They are aware of the reality of life here in the Philippines and they know that they cannot sustain this lifestyle without a stable career.
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