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Jollibee and Publicis JimenezBasic Create a Thirty-Minute Film about Fried Chicken and Spaghetti

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Brand launches longest ad yet with 'One True Pair, The Movie'

Jollibee and Publicis JimenezBasic Create a Thirty-Minute Film about Fried Chicken and Spaghetti

On the web, brands try to follow the same playbook from Internet advertising experts. 1. The Shorter, The Better. 2. Less Copy, More Visuals. 3. Active Pace, Not Languid.

But Jollibee, the Philippines' leading fast-food giant, listened to expert advice, and decided not to take any of it. Instead, it  released its longest ad yet with Publicis JimenezBasic.

One True Pair, The Movie is no less than a 30-minute movie, featuring the comeback of the country's most iconic rom-com pair. 30 minutes of long conversations, pregnant pauses, and Jollibee’s Perfect Pair: Jolly Spaghetti and Chickenjoy.

Without the need for boosting, it became one of the brand’s most viral ads, trending on Twitter and YouTube. But perhaps the most amazing result was that people actually found the 30-minute ad 'too short'. And are now clamouring for a sequel. A longer one.

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Client: Jollibee

Agency: Publicis JimenezBasic

Head of Agency: Tats Cruz

Executive Creative Director: Trixie Diyco

Creative Directors: Jofer Mijares, Lucas Luchico, Brandon Dollente

Associate Creative Director: Kara Quiambao

Art Directors: Carlos Quimpo, Roi Marcelino, Lowell San Jose

Group Account Director: Tin Reyes, Hana Lauraya

Account Supervisor: Cristina Bucog

Producer: Barbie Leyba

Director: JP Habac

Production House: UxS, Inc

Executive Producer: Grace Quisias

Genres: Storytelling

Categories: Food, Restaurant

Publicis JimenezBasic, Fri, 11 Feb 2022 08:23:00 GMT