‘Ingat Angat Tayong Lahat’ is an invitation for Pinoys to safely get back on their feet
It’s very rare for Filipino brands to mention a competitor in an ad, and in the few instances that this has happened, it had always been either as a sly remark or a snide comment.
But this isn’t the case with “Ingat Angat Tayong Lahat,” a new campaign launched by a group of over 30 of the country’s biggest brands. It’s an advocacy campaign to support TaskForce T3 (Test, Trace, Treat), the multi-sector initiative started in April to work alongside the Department of Health (DOH), the National Task Force (NTF) against Covid-19, and the Inter-Agency Task Force on the Management of Emerging Infectious Diseases (IATF-EID).
You can check out the video here:
It’s a simple ad, really. It has a cheesy background music that slowly swells as the scenes move from one “new normal” moment to another. But what probably gets you when you watch it is how it’s quite real. It captures the resilience of ordinary Filipinos who try to go about rebuilding their lives disrupted by Covid.
It’s so real, even if it’s only an ad, that halfway through it you’d feel your eyes water. Ok, maybe that’s just me, but you get the point.
“Ingat Angat Tayong Lahat” is a kurot sa puso campaign, yes. It is moving, it is inspiring. But if there is one thing that it should inspire in Pinoys, it’s that recovery will only be possible if each one of us will do our part to help. And it starts with following health and safety protocols.
“It is in restoring the confidence of our citizens that we can all resume our lives and livelihoods,” Jaime Augusto Zobel de Ayala, chairman and CEO of Ayala Corporation, which is a founding partner in TaskForce T3, said in the virtual press conference that launched the “Ingat Angat” campaign. “So long as we strictly follow the minimum health standards recommended by health experts.”