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Bridging Generations: San Miguel’s new TVC reminisces the essence of brotherhood #WalangIwanan

People often talk (or should I say argue) about the Generation Gap, or the difference of opinions between one generation and another regarding beliefs, politics, or values. It often refers to a perceived gap between younger people and their parents or grandparents that leads to misunderstandings and conflicts or at least a very agitated discussion.

I read an article a few years that was quite on point and aptly showed the changes in preferences, priorities and perceptions of different generations–from baby boomers (born 1946-1964) to iGen (born after 2000). In life altering events for example: For baby boomers it was their first time to try with pot; for Gen X it was 9/11, for Millennials it was free Wifi and for iGens it was the release of the iPhone 6. Or in their choices of icons: Howard Stern for BB’s; Kurt Cobain for GenXers, Mark Zuckerberg for Millennials and for iGens? Arianna Grande ofcourse. There were several other categories but the one that got me the most was in their money draining addictions: For Baby Boomers its buying a second home; GenX? its Toy/Superhero Collectibles; Millennials spend their money for limited edition Nikes and for iGen–its mobile-game upgrades.

But just as there will always be arguments about how much things have changed, there will also be things that will always remain the same- just like Pinoys preference for beer.

At a time when generation gap is more pronounced than ever, San Miguel Pale Pilsen’s latest music videos offer both generations a reason to bond with each other. San Miguel Pale Pilsen proves that no matter the generation, bonding over beer and the essence of brotherhood or samahan remains true.

In its latest TVC San Miguel tries to connect older drinkers with younger ones with a couple of new music videos that celebrate lasting friendships. Launched last May 14, 2019 at White Space the venue was split into two areas– one for the hipsters and the other for the hip ones.

The first music video, “Side A”, perfectly captures how older drinkers partied in the day, complete with flared pants, long hair, disco music and San Miguel Pale Pilsen.

The second music video, “Side B”, is a more modern take, showing younger drinkers having fun in 2019, hitting clubs in street wear, showing off hip-hop moves, partying to electro beats, and enjoying the same San Miguel Pale Pilsen.

What sets this campaign apart from previous campaigns that have used dual mobile video executions is the merging of standalone songs from two contrasting genres to bridge the gap between generations. It is a triumph of painstaking filming, songwriting, choreography, and production design.

The videos, however, have a secret hiding in plain sight: grab a friend and play these two videos side-by-side on two mobile phones and the videos interact as one.

A basketball shot in “Side A” becomes a video game alley-oop pass in “Side B”.  Electro-infused vocals in one video is harmonized by Motown-style backup singers in the other. A classic disco dance move in one video is complemented by a pop-and-lock move in the other.

The experience is a mind-blowing cinematic ride that encourages viewers to grab a friend and watch together by simply pressing play simultaneously. No downloads or website required.

 “Much has been said about the differences between millennials and the older generation,” said Bea Totanes, Brand Manager for San Miguel Pale Pilsen, “To make two contrasting generations realize that they actually have more in common, that is something I think we can be proud of as a brand.”

The videos are part of the brand’s campaign to celebrate lasting friendships with the theme “Kahit Kailan, Walang Iwanan.”

You can also watch both videos Side by Side


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Written by eduy

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