Jollibee Valentine Series: Crush

  • EMOTION INTO ACTION SCORE 82.63
  • YEAR 2017
  • Parent company Jollibee
  • AGENCY McCann Worldgroup Philippines
  • CATEGORYRetail/Restaurant
  • SUB-CATEGORY Restaurant
  • REGION Asia Pacific
  • COUNTRY Philippines
  • MEDIUM Digital

Our Opinion

A boy expresses his secret love for a girl via the medium of sandwiches in this weepie from the Philippines. “Crush” has an unusually ambitious story arc: it takes the viewer on quite a rollercoaster ride, with not one but two peaks of sadness, before finally resolving itself. Brand Fluency is guaranteed by the extremely high proportion of product shots, but audiences loved the story enough for it not to matter.