Philippines agency, Gigil, is chalking up agency awards – Gold at APAC Effies, 3rd Indpendent Agency of the Year, Campaign Creative Agency of the Year, Campaign Independent Agency of the Year, and all of these in 2020.
Gigil makes bizarre ads. Last year it made RC Cola – and itself – famous with an unfathomable commercial that went viral. Now it looks like doing the same with a very weird spot for popular 40-year-old bakery chain, Julie’s Bakeshop.
The Stable applauds all attempts to stop age-shaming. Bizarre attempts even more so. There are more than enough milksop ads for older people in the world.
The campaign launched on social media with the caption, “Get you a woman like Tita Julie! Strong, independent, at magaling mag-masa! #StopTitaShaming #JuliesFreshAt40”.
The English subtitles are even weirder than the commercial, but you can still understand the message. The banner message, 40 Na Pero Nagmamasa, running across the commercial translates to, 40 No Kneading.
The commercial does aim to stand up for older women but it also underlines the brand’s foundations. Julie Gandionco founded the chain in her 50s, beginning a career phenomenon at an age when most middle-aged women are expected to be slowing down. According to the stereotype, they are “grans” and “old ladies”.
Here’s the RC Cola work. English sub-titles may, or may not have added to an understanding of what it’s about if they were available: