Antoinette Jadaone-helmed video focuses on a more important motivation for staying healthy
In the short film Dahilan directed by award-winning director Antoinette Jadaone for canned tuna brand Century Tuna, viewers will get to see the story of a young man and his fitness journey as it unfolds.
If you haven’t seen Dahilan yet, watch the full video on Century Tuna’s official Facebook page before you read this entire article as there are spoilers ahead.
The two-minute video starts with a montage of the young man working out with improvised home equipment. It then cuts to him cooking a special meal, which he brings up to the rooftop of his small apartment for a simple but heartfelt “date.” It is then revealed that his date is his mom with disability, and he has to carry her up to the rooftop. They have been doing the breakfast dates on that same rooftop since he was young and he wanted to continue to bring happiness to his mom by doing the same.
‘We draw strength from each other.’
“In these times, we must be strong, not just physically but also mentally, and not just for ourselves but also for the people we love. Humuhugot tayo ng lakas sa isa’t isa (We draw strength from each other),” said Jadaone.
For Century Tuna, the short film takes on a new definition to health: “Many of our previous campaigns showcased fit and sexy bodies. With Dahilan, we are telling the story of our consumers’ ‘why,’ the reason for wanting to have a strong body to take on challenges. We wanted to highlight the importance of living a healthy lifestyle for the people we care about,” said Century Pacific Food Inc. (CPFI) VP and GM for tuna division Carlo Endaya.
Thankfully, Jadaone shares the same vision for her first project with the brand, stressing that Dahilanfocuses more on the story and narrative. “Sa brief pa lang, nakita ko nang (from the brief I had seen that) it’s a different Century Tuna project—hindi naka-focus sa abs, sa katawan, sa muscles (not focused on abs, body, muscles). It’s still about being strong, but for the people you love,” she said.
As the world continues to face the challenges of the pandemic, the short film’s “Love Strong” message serves as an inspiration for Filipinos to stay strong and healthy for themselves and for the people they love.
Given the meaningful outcome of the video, Carlo Endaya considers Antoinette Jadaone the perfect choice for the “Love Strong” short film. “We’re happy to work with Direk Tonet on this project. Through powerful storytelling, she perfectly captured the message that we wanted to convey: that we stay strong and healthy not just for ourselves but for the people we love as well.”
Watch the video on Century Tuna’s social media accounts.