In Philippines, mobile carrier makes call for LGBT pride

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Smart Communications' coming-out tale by Dentsu JaymeSyfu earns raves

A new ad in the Philippines is getting a lot of buzz for what is considered an unusual and brave move for a major telco brand in a conservative and mostly Catholic country.

The 1-minute video from wireless provider Smart Communications tells the story of a man named Kevin receiving a friend request on Facebook from his father. A request he is reluctant to accept because his account is filled with photos of him and his boyfriend.

During a family lunch, the father reminds him, "Kevin, bakit hindi mo pa inaaccept ang friend request ko?" [Kevin, why haven’t you accepted my friend request?]

After much deliberation and worry while browsing his Facebook account, he finally sends a message saying: "Dad, inaccept na kita." [Dad, accepted you.]

His father’s reply: "Anak ako din." [Son, so have I.]

Since being posted on Facebook on July 2, the video has garnered more than 1.26 million views and nearly 28,000 shares.

Comments from netizens have been overwhelmingly positive, with many lauding the brand for its "brave" decision to so openly feature an issue that resonated with the LGBT community.

Earlier this year in Taiwan, a McDonald's ad that features a young man coming out to his father had been viewed more than 1.3 million times by the first week of March.

Campaign credits

Client: Smart Communications
Agency:Dentsu Jayme Syfu
Chief creative officer: Merlee Jayme
Executive creative director/copywriter: Louie Sotto
Creative director: Miko Quiogue
Copywriter: Therese Liboro
Art director: Benci Vidanes
Managing partner & chief client officer: Alex Syfu
Account director: Gabbie Santiago
Strategic planning director: Diday Alcudia
Director: Henry Frejas
Producer: Butch Tayao
Executive producer: Concon Limbo-Deray
Production House: Filmex
Composer: Jasper Perez
Audio production house: Soundesign Manila 


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