[BTGAF] Unilab's Malasakit Means Giving AF

From the archive. Originally published on migmol.com on 2020-10-04, 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.

This Unilab Covid-related ad stands out from the crowd with a unique & timely message that makes sense for the brand.

[video: Unilab “Malasakit” Covid-era ad]

Perhaps I’m also a bit biased because I can’t stand people who don’t wear masks in public and so the ad resonated with me, but the ad was able to be helpful without sounding condescending.

I love this ad because it takes several unique angles.

First, instead of attacking or scolding people who don’t wear masks, they instead pass the burden on to the people who do care, reminding them that they are the agents of change.

Second, Filipinos are innately non-confrontational and this ad also challenges that notion.

And last, it’s a refreshing and light-hearted take on messaging through Covid. A lot of brands have chosen to take a more serious we’re-gonna-get-through-this vibe, which after a while becomes less inspirational and more daunting. But the message here is more proactive and leaves people feeling empowered as they can actually do something to fight Covid and not just helplessly hope.

Bonus points for somehow still being on-brand. Unilab has pumped out a lot of money in ads with messaging that connects their well-recognized sub-brands with the mother brand ‘Unilab’ (Unilab yan!) and so just having that Unilab logo at the bottom throughout the material already adds to brand recognition and recall.

They also resisted talking about how some of their brands/products can ease symptoms of having a cold. I mean, I can see how someone in the boardroom could push for that, but not including it here was a good call.

It’s brilliant ad. I love it!