Brewing the Philippines' favorite beer for more than a century, San Miguel has existed for generations. But as the generation gap becomes more pronounced as ever, connecting the Baby Boomers and Gen Xers with the Millenials becomes a real challenge.
"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."
With this in mind, San Miguel Pale Pilsen launched not one but two music videos last May 14, 2019 celebrating lasting friendships targetting the Millenials and the older generation.
These music videos offer both generations a reason to bond with each other and San Miguel Pale Pilsen proves that no matter to which generation you an relate, the essence of a brotherhood or samahan remains true.
CONNECTing older drinkers with younger ones
"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."
With this in mind, San Miguel Pale Pilsen launched not one but two music videos last May 14, 2019 celebrating lasting friendships targetting the Millenials and the older generation.
These music videos offer both generations a reason to bond with each other and San Miguel Pale Pilsen proves that no matter to which generation you an relate, the essence of a brotherhood or samahan remains true.
CONNECTing older drinkers with younger 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.
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.
TWO Generations SIDE by SIDE
But a secret hides in plain sight! Quick, 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-hoop pass in "Side B". A billiards ball shot from the older generation video is a prelude to an SMB bar slide on the other vid.
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.
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.
But 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
Now grab friend and some ice cold beer and watch these music videos that are part of San Miguel Pale Pilsen's "Kahit Kailan, Walang Iwanan." campaign to celebrate lasting friendships.
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