[BTGAF] A Smaller Brand At Par With A Giant

From the archive. Originally published on migmol.com on 2020-12-01, recovered and republished here in 2026 at its original address. Unedited except for formatting.

Part of BTGAF, a run of brand teardowns published on the original migmol.com between 2020 and 2021.

Two uplifting Covid-related ads with similar intentions, but different executions.

First of all, classic Nescafe Philippines here. Very on-campaign with the ‘Babangon Tayo’ angle which they’ve been pushing for several years. No red mugs in this ad but you end with the Nescafe red and you get it. That’s what great brands can do.

Can you be as effective with 90% less budget? Yes! (Albeit, a bunch of drone shots plus some voice-overs may actually be more cost-effective than several shoot locations, but you get my point).

The brilliant folks at Monde-Nissin have a similar take with their ‘Tuloy Lang’ campaign.

It’s short and simple, but gets the message across.

I would argue, it’s actually more relatable showing a farmer, a nurse, and a delivery guy. People see more delivery guys than farmers and nurses too. They’ve become a mainstay of the new normal.

As a brand guy, I also like that the messaging is easy and positive. I know Filipinos are madrama, but we’re also light hearted and happy-go-lucky and I like the lighter tone.

The combination of these two brands for this post was totally coincidental but it is a funny coincidence especially because Skyflakes also had a #SkyFee campaign last year.