McCann Erickson targets mums in Coca-Cola campaign

Entitled 'MaBuhay', the campaign centres on a 45-second TVC that highlights the seemingly extraordinary powers mothers possess when it comes to uplifting their families' spirits, particularly during the punishing summer months in the Philippines. It dramatises how a typical mother battles heat, weariness and boredom armed with an ice-cold Coca-cola in her hand.

The TVC makes a play on the popular Filipino greeting 'Mabuhay' which means 'to enliven' or 'to energize'. Mothers are epitomised as the saviour among0 sweaty, tired and bored family members and neighbours. With her Coca-Cola bottle, she brings refreshment to all.

The campaign also features point-of-sale and radio advertisements.

"Coca-Cola and McCann recognise the overarching influence that mothers have on their families," noted Bernadette Chincuanco, client service director at McCann Erickson. "The MaBuhay campaign is a tribute to them, an opportunity to remind mothers to recommit to bring only happiness at home, and share that happiness to others."

Credits

Chief creative officer Raul Castro
Executive creative director Peter Acuña
Creative director Greg Martin
Associate creative director Che Laureano

Production house 88Storey
Director Christian Acuña
Producer Cris Dy-Liacco

Managing director/McCann Erickson Nandy Villar
Client service director Bernadette Chincuanco
Account director Mutch Wright
Group account director Ting Bongco