Nestlé Philippines Celebrates 100 years (a TV Commercial entitled "Pag-ibig")

Nestle celebrated its centennial year in the country through the theme “Kasambuhay, Habambuhay.” It was on 2011 when the TV commercial aired nationwide. The TV commercial is entitled “Pag-ibig” (theme song by APO Hiking Society). Even though the commercial’s length is short, still it’s striking for me.

The commercial is a masterpiece depicting Filipino traits and traditions. As years passed, everything evolved including the Filipino television. Programs seemed to become more liberated and commercials became nonsense, some has subliminal messages (that’s not good for minor viewers). But then, this commercial pops out just like that in the midst of overflowing TV commercials.

This commercial gives a lot of messages to the viewers especially on love for family which makes the cultural traits of each Filipino. There are two characters (that was focused) on the commercial, a girl and a boy who met each other since they’re both kids. And as time pass by, both of them grew so as their relationship together. The commercial title may seem to refer on love for opposite sex but if you try to watch and understand the whole story; it also refers to the love for family which I found so striking. Since Filipino people are family-oriented, it’s a good point how Nestle (knowing that it’s an international brand) made their product relate to Filipino culture. The commercial actually touched my heart especially on the part when two lovers grew old but then they are still taking care of one another, a value that everyone must acquire. There’s also this part when the couple got married and had their own family, when they were about to sleep, the wife had their children with her on bed rather than her husband who was on the floor beside the bed. Before they turned the lights off, the couple held each other’s hand, which I found heartwarming.

Family was depicted as an important tool for growth in the commercial. That we should value and love each other no matter what happens through misery and happiness. I adore how the family in the commercial is bonded with each other. I personally love my own family and so while watching the commercial, I found myself relating to it. I also noticed that the commercial is manifesting another Filipino trait, the extended family tradition. On the last part, all of them were united up to the grandsons and granddaughters of the couple.

The commercial started when the boy first met the girl while she was wearing her new dress, then the girl teased her because he has milk traces on his lips and as the commercial ended, the boy is now old, he have his granddaughter. When he first saw his granddaughter, the girl is wearing a new dress, impressing her grandmother (the wife) then she teased her grandfather because he has tear marks on his eyes.

Its amazing how nestle tried to connect the commercial to their products. That nestle products became the part of every Filipino family through generations in constant companions. Just like what two lovers became, from childhood up to their old age.

Photos from Nestle.com.ph, Video from PhilTVCom