This weird Filipino commercial wins at the Cannes Lions

Published June 26, 2021, 11:14 AM

by John Legaspi

RC Cola Philippines’ and Gigil’s campaign took home a Bronze from the festival’s Film category

Still from “Family”

“We just won our first-ever Cannes Lions!,” announced by independent ideas agency, Gigil, as it took home the Bronze spot in the Film category at the 2020/2021 Cannes Lions International Festival of Creativity.

The awarding ceremony, which took place on June 25, 2021, honored the agency for its “Family” campaign for one of its clients, RC Cola Philippines.

“GIGIL snatched a bronze in ‘Film,’ one of the toughest categories of the festival. Big thanks to our RC Cola clients who believed in the idea, and our production partners Arcade Film Factory, Riot, Barebones, and Hit Productions.”

Describing that the ad is weird is pretty much an understatement. In fact, it left many so confused that it trended on social media in 2020. The commercial’s fame reached the US after being featured in the “What’s Going to Happen Next in This Crazy Commercial” segment of “The Ellen Show” early in 2021.

“I was wondering how they were going to drink it, and that’s how,” a confused Ellen DeGeneres said. “Well if you haven’t started drinking already, then now is the time.”

Since 1954, the Cannes Lions has been a global event that recognizes groundbreaking works in creative communications and advertising.

Watch the commercial below.