1. "AMOR" KWE NT ONG J OLLIB E E MOT H E R’ S DAY T RILOGY

2. Kwentong Jollibee Mother’s Day Trilogy: Amor is an advertisement about a devoted mother of three who works several jobs daily to fend for her children’s needs. Out of all the advertisements I have watched, I felt the closest to this one. Just like Amor, I myself am a mother of three, and just like her, I also had to step out of my comfort zones and venture into various fields so I can provide for my children's wants and needs. The advertisement brought me peace, warmth, and comfort. It gently reminded me of the reality that, although motherhood sometimes feels like I am carrying the entire world on my shoulders, no job can ever match the fulfillment of watching my children grow into the persons they so aspire to be with the help of my sacrifices and hard work. Prior to watching the advertisement, I thought that it was going to make me burst into tears. It did not; surprisingly, I like that it did not meet my expectations because what I got was so much better.

3. In the midst of the mother’s day-to-night jobs, Jollibee food products became her and her children’s sanctuary. Some of the many food products featured in the advertisement are the jolly hotdog bun, jolly fries, and chicken joy meals which they ate together during their dinner bonding. It was thoroughly emphasized how Jollibee is indeed meant and made for each individual and family. Since the commercial used the power of storytelling, the price of each product of the brand were not exposed nor disclosed. Instead the products are just neatly positioned depending on an event which signifies how the Jollibee brand has such a wide array of food choices. Furthermore, the story advertisement was set in different locations, such as in the family’s house and in the mother’s workplaces (e.g., in the mall, horror house, circus stage, etc.). Setting a particular scene at a Jollibee restaurant helped to showcase where the consumers can avail the products of the brand. On top of that, people got to have an idea how homey and comfortable a Jollibee restaurant branch is. 

4. I must say that the promotion strategy used in this commercial is highly e?ective as they were able to capture the hearts and emotions of the audiences by portraying a mother’s countless sacrifices for her children. Moreover, rather than televising it on the national tv, the brand opted to upload it on the Youtube platform instead so that people can watch it whenever and wherever they are in the world. For me, uploading it on a social media platform is wise because in this way, they could garner more audiences which equates to increased views, interactions, and promotions. The characters were portrayed by actors who seemingly possess a deep understanding of the purpose and message that the advertisement hopes to convey to the public. The personality, spirit, and aura of Amor perfectly mirrors an ordinary Filipino who works tirelessly to prioritize her family, and takes her well-being for granted in the process of it. The director as well as the rest of the creative and marketing teams succeeded in drawing Jollibee as a brand that o?ers a?ordable yet comforting meals. Such a move prevents the audience from feeling intimidated; giving out a sense that a day’s exhaustion and stress can be washed away by just a couple of hundreds of pesos. The wardrobe management, particularly the clothes worn by the characters are appropriate and well-fitting to their roles. As mentioned, the positioning of every product is well-placed all throughout the commercial. The Jollibee marketing team successfully highlighted the features of the products that they are trying to sell. 

5. The service performance of the brand was represented in two forms: take-out and dine-in. Neither bounded by time nor by place, the brand likewise showed to its audience that its services are available anytime of the day and anywhere you may be. A customer does not have to be in the comforts of his/her home to order a meal from Jollibee. You could be at a bench outside of a building, and you could still order your desired meal without breaking a drop of sweat. As a Filipino, Jollibee sits on top of our staple pieces. For years, I have seen how Jollibee improved and developed their brand to become one of the most famous and well-trusted food chains not only in the Philippines, but also globally. From only offering chicken joy meals, the brand now also offers new food items that are easily loved by many of us. The connection that they have with their consumers, including me, can be considered strong because it is rooted from shared food interests and values.

6. In conclusion, the 8Ps of Marketing namely the product, price, place, promotion, people, positioning, processes, and performance were presented well in Kwentong Jollibee Mother’s Day Trilogy: Amor. The advertisement was able to touch people’s hearts and attention by shining a light on a mother’s sacrifices for her children which manifests how solid and intense a mother’s love is. Critically speaking, I have high regards with the overall outcome of the advertisement.