The Department of Tourism (DOT) retained its “It’s More Fun in the Philippines” slogan and launched a new ad campaign titled “Anak”. The key message of the latest TV commercial highlights Hospitality, the ultimate trait displayed by every Filipino. It is characterized by heart-warming generosity and friendliness exhibited to foreigners and locals alike. Known for receiving guests, even strangers, in a warm and pleasant way, and would normally go out of their way to make the visitor comfortable.
The ad featured travel blogger Jack Ellis as a foreigner guest at Enchanted River in Surigao. While looking at the fishes Jack is offered food by a filipina and called her “Anak”. Later he asked his tour guide what it means and replied “I’t means ‘My Child'”. Video ends with a quote from “WHEN YOU’RE WITH FILIPINOS, YOU’RE WITH FAMILY.”
It’s the first campaign video from DOT under the new administration and it gathers positive reviews from netizens. That was made possible by producer McCann Worldgroup, a leading global marketing firm behind hit ads like “Kwentong Jollibee Valentine Series“.
The minute long video was made available in local television and social media late January of 2017 and according Tourist Secretary Wanda Corazon Teo “Everybody has beaches, everybody can go shopping, you can eat anywhere… but it’s the Filipinos that are different.”
See full video uploaded by Tourism Philippines below: