Coca-Cola Captures the Essence of Filipino Cultural Tradition in Holiday Campaign

Open Swim director Marc André Debruyne brings Coca-Cola’s legacy of celebrating holiday traditions to life in the beloved brand’s latest campaign spotlighting Filipino Balikbayan boxes. The spot features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.

Himself Filipino, the collaborative project was particularly special for Marc because of the large presence of Filipino crewmembers on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It's not too often that happens,” shared Marc. “The number of Balikbayan boxes I've sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn't have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn't even a job, it was truly something special.”