WATCH The New Department Of Tourism Ads Show Filipino Hospitality And Family Values

The Department of Tourism has launched a new ad campaign that showcases Filipino hospitality and family values. The first TV ad was shown during the 65th Miss Universe pageant last January 30. According to the Philippine Information Agency, this will be the first of a series of TV ads.

‘It’s More Fun in the Philippines’

The new ad campaign continues the current branding of DOT, “It’s More Fun in the Philippines.” According to Secretary Wanda Tulfo-Teo, the coming ads will give a “deeper meaning” to the original branding. It will also show examples of how friendly and accommodating Filipinos can be to visitors.

In the first ad, a 60-seconder titled “Anak,” a foreign tourist named Jack Ellis enjoys the pristine beaches and islets of Surigao del Sur. While he is watching a fisherman feed fish in a natural lagoon, a middle-aged woman approaches him and offers him a local snack. She called him “anak” twice, leaving him wondering what it meant. He then asks his boatman what it means. The boatman replies that it means “my child.”

The video ends with Jack leaving the lagoon with a smile on his face. Then the text “When you’re with Filipinos, you’re with family” appears, attributed to Jack Ellis, the traveler. It also spawned the hashtag #WhenWithFilipinos.

Legendary Filipino Hospitality

This ad and the others in the series will show what legendary Filipino hospitality is. Secretary Teo describes it as follows: “Our unique, genuine Filipino hospitality is the country’s greatest strength, as far as tourism is concerned. Our friendliness and kindness make strangers feel at home. This often develops to lasting friendships and makes for memorable experiences that make them want to come back.”

Aside from Filipino hospitality, the ad also demonstrates the importance of family, showing that even strangers can be considered as a part of a Filipino family.

McCann Worldgroup Philippines produced the ad and others in the series. They won the bid to run the advertising campaign for the DOT.