On the web, brands try to follow the same playbook from Internet advertising experts. 1. The Shorter, The Better. 2. Less Copy, More Visuals. 3. Active Pace, Not Languid.

But Jollibee, the Philippines' leading fast-food giant, listened to expert advice, and decided not to take any of it. Instead, it  released its longest ad yet with Publicis JimenezBasic.

One True Pair, The Movie is no less than a 30-minute movie, featuring the comeback of the country's most iconic rom-com pair. 30 minutes of long conversations, pregnant pauses, and Jollibee’s Perfect Pair: Jolly Spaghetti and Chickenjoy.

Without the need for boosting, it became one of the brand’s most viral ads, trending on Twitter and YouTube. But perhaps the most amazing result was that people actually found the 30-minute ad 'too short'. And are now clamouring for a sequel. A longer one.