Filipinos are great consumers of products and services but they are tired of seeing establishments overselling a story about love and all its hugots.

Millennials are very keen on commercials that excessively glorify its products just for the sake for virality, so advertisers targeted emotions instead. But now, everyone is doing it and we’re just tired of it. They are looking for something valuable, something that really stands by the message of the brand more than the actual product they were selling. That’s probably why Max’s ‘End Alienation’ campaign tugged the hearts of its viewers in the first place.

If you haven’t watched the commercial, check it out here:

Birth of Max’s ‘End Alienation’ Campaign

Max's 'End Alienation' Campaign
In Picture: Andrew Petch, MGI’s Paolo Serrano, and Jim Fuentebella

Max’s has been through all the commercial stints you can think of –from celebrity endorsers to iconic fried chicken mascots and dance. Remember when they released their 2004 and 2009 commercial with Piolo Pascual and Isabel Oli? They’ve been on the hugot scene long before the #hugot trend has been there. Their ‘The House That Chicken Built’ video campaign last year is another take of keeping up with the times, too.

“Max’s has the right to be a thought leader. So much so that not only they do not copy others, they don’t even copy themselves,” says Executive Director of Petch Worldwide, Andrew Petch. They are the creative agency behind Max’s newest campaign.

But for 2018, Max’s has executed a campaign that may pave the way to similar campaigns then again. On October 14, they have released their newest commercial that welcomes every kind of family. Max’s ‘End Alienation’ campaign is a two-minute cinematic short film. It’s the newest addition to their campaign leading to the 75th anniversary of the restaurant. They are already on their 73rd year and they came up with something that will set the trend again.

The commercial starts with an alien invasion landing in the streets of Manila. People are terrified of the mysterious visitors. They hide in fear which was replaced with anger as people protest against the aliens, demanding they leave the world alone. At least, that’s what we can see in the few seconds of the short film. It turns out the aliens don’t wish to take over the world. They just want to make friends.

“No one wants to be an alien. No one wants to be marginalized. [Just] like in the show Cheers, you want to be in a place where people know your name,” says Jim T. Fuentebella, Chief Marketing Officer of Max’s Group Inc.

“End Alienation,” Max’s call-to-action in their quiet switch from the traditional to non-traditional outlets, seemed reflective of their move to stay true to the core values of the brand and to stay relevant in today’s society.

The meaning of family has evolved throughout the years and could mean a lot of things –biological families, adopted families, unconventional families, or even a close group of friends from school, work, or organizations.  While the definition of the word has become less strict and formal, it still stays to its roots that family entails a kind of relationship and quality of human interaction we have to a group of people.

“I think this new short film is a creative way for us to celebrate families while mirroring how the world is today. The use of aliens is really just a creative way for us to get our message across. They symbolize our difference in backgrounds and opinions, but it is really a call to be open to each other, to treat each person with respect and understanding you would give to a family member,” says Fuentebella.

As of writing the commercial has hit more than 2 million views on Facebook and YouTube.


What can you say about Max’s ‘End Alienation’ campaign? Share your thoughts in the comments!

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