Filipino granddad defines the year of COVID for Jollibee

Set in 2060, this 3'22" film from Jollibee, the largest fast-food chain brand in the Philippines, tells the imaginary story of a migrant Filipino family based in the US, with a grandfather recounting his memories of COVID to his grandchildren. The story starts off on a bleak note but gives way to hope and joyful family moments that could have only happened because the family spent more time together, a transition highlighted through the film's progression from black & white shots to coloured ones. Launched in May, the film is the grand culmination of Jollibee’s new Family Thanksgiving month initiative, which was launched to encourage everyone to always appreciate and be thankful for their families. What do you think of it? The impact will of course be different for everyone: for those of us who spent months eating every single meal on our own, there was a different lesson to be learned; for those concerned about the loss of civil and human liberties, there was a different action to be taken; for those worried about fast food that's damaging for people and planet, it's different again. Or are you just thinking, enough of all that fear and gloom, I'm enjoying this as heart-warming, hopeful, and an interesting exercise in looking back at a testing time?

Keywords: Jollibee Message from the Future, Filipino fast food, Filipino family values, looking back at COVID, BBH Singapore