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Families Share Moments of Joy on Christmas in Heartwarming Dishwashing Liquid Ads

Publicis Singapore pays tribute to unconditional family love in campaign films directed by Thierry Notz

Families Share Moments of Joy on Christmas in Heartwarming Dishwashing Liquid Ads

This Christmas, Filipino dishwashing liquid brand Joy releases two short films created by Publicis Singapore that seek to encourage more meaningful exchanges between family members by showing how a chore as mundane as dishwashing is perfect for a more intimate form of bonding. Whereas dinner conversations are great for finding out how everyone is doing, it may not be as conducive to ironing out sensitive issues as a quiet chore done by two people helping each other out. By focusing on this powerful moment and revealing its essential role in family life, Joy celebrates the unconditional love that Pinoy parents have for their children, one that will triumph over life’s hardest challenges.

In the first film, the brand highlights how overseas Filipino worker (OFW) parents struggle with the effects of distance and time away from their loved ones, imposed on them by their sacrifice to work overseas.

In the second film Joy celebrates the love of a father for his daughter, regardless of her life choices that challenge conventions.

Directed by Thierry Notz for P&G, the two films are a departure from Joy’s usual comedic and light-hearted stories, with a more earnest and true-to-life portrayal of family struggles. 'OFW' pays homage to heroes often honoured, but unfortunately not always understood by their family. It recognises that for both the OFW and family, homecoming can be bittersweet, but the small everyday moments spent together can help to heal wounds and create precious memories. 

“Through this film, we want to salute the sacrifices done by our modern-day heroes, while also putting focus on the magic behind appreciating those times where one lets their guard down and can be very candid and open. While we recognise that dinner serves as a great way to gather families together, it also rings true for many families that bonding moments can’t be forced. In many cases, when dinner ends, real conversations start. What matters is truly embracing every moment spent together, and choosing to #ShareAMomentOfJoy,” says Michael Jonathan Biscocho, brand manager, P&G APAC Dish Care.

Noel Orosa, regional group creative director, Publicis Singapore, adds: “While the dinner table is great for bonding the entire family together, we saw dishwashing as a safe alternative space for a family to have real one-on-one conversations. It’s a chore that two family members can do together, which is free from the distractions of mobile devices and everyday family life.

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Advertiser: P&G, Joy Philippines

Brand Director: Kristine Tang

Brand Manager: Michael Jonathan Biscocho

Creative Agency

Creative Agency: Publicis Singapore

Chief Creative Officer: Ajay Thrivikraman

Group Creative Director: Noel Orosa

Senior Art Director: Ray Sunga

Account Management: Woei Wong

Broadcast Producer: Jeigh Pengson Santarina

Business Director: Sharmista Nagarkatti

Account Director: Patricia Santiago

VP, Client Lead: Natalie VanderVorst

Planning Director: Camille Chevry

Head of Planning: Jordan Price

Head of Broadcast: Lolita Ham

Production Company

Production Company: Prodigious Singapore, Production Village

Executive Producer: Fran Omampo & Alfonso Bassig

Director: Thierry Notz

DOP: Larry Manda

Makeup Artist: Gina Llanto

Production Design: Kitten Abueg

Assistant Director: Kristy Gallaga

Casting Director: Krix San Gabriel

Production Manager: Marica Agregado

Post Production / VFX

Post Production Company: GreenRoom

Colourist: Audie Anden

Online: Dexter Lau

Executive Producer: Fran Omampo & Alfonso Bassig


Audio Post: GreenRoom

Assistant Engineer: John Paul Espiritu

Category: Cleaning products , Home

Genre: Storytelling