De Leon: When a fast-food chain sells more than fried chicken

IT'S common to sell an advertisement that connects straight to the heart. Everyone does it nowadays, as it's the easiest way to go viral on social media. But Max's has been and that as far as I can recall, having struck me as a kid 14 years ago--in a pre-hashtag 2004's Piolo Pascual commercial with then-unknown Isabel Oli, and its 2009 sequel.

Fast forward today, “The House That Fried Chicken Built,” has come up with yet another advertisement that zooms in on the company's pillars of family and inclusivity in the most fascinating but unlikely way: through aliens. Yes! You got it right! Aliens.

The two-minuter, which was released on Facebook October 14 morning, chronicled a family of aliens landing in Manila. They see the whole city in disarray, and protestors clashing with police. Though most of the Filipinos they encounter respond with antagonism, the visitors found refuge in the eerily calm and ever-welcoming restaurant.

It's hard not to praise the ad’s message of acceptance, as well as its impressive special effects and use of the classic local song Kaleidoscope World.

In fact, some netizens pointed out the video’s computer-generated images (CGI) as a highlight. Saying that it was better than the CGI used in the television show Victor Magtanggol, which has become a butt of jokes for using what people thought were sub-par visual effects.

This masterpiece just showed its rivals that there is also another way to engage aside from the “Hugots” and “Kwentong Puso” we got accustomed to.

Because no matter what we sell and how we sell it, emotion will always be at the heart of its effectivity, and that's what this brand does so well.

At the end of the day, the message was communicated so perfectly: Nobody wants to be alone, nobody wants to feel alienated or out of place. Each of us thrives on having healthy relationships with the people around us, and that's an important thing for us to recognize and give value to. End alienation. End discrimination.

For those who haven't seen it yet, you can log on to YouTube and search: Every Kind of Family, Everyday to the Max.

Stay Active until our next chat!

*****

Need more tips in life, career and beyond? Invite me to speak in your event or reach me at "Coach Pat de Leon" on Facebook.

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