That Crazy Julie's Bakeshop Commercial Was Inspired by Real Events
Who needs abs when you have the badass Tita Julie on your side?
(SPOT.ph) The Internet will never be able to look at the humble pan de sal the same way ever again—or titas, for that matter. A crazy new commercial from Julie's Bakeshop is causing a collective mild stroke online. Yes, as in that trusted cornerstore-type bakery that brings to mind images of the quiet, kind, and unwavering type of tita who always wants to feed you. Well, they're celebrating their 40th year of wholesome pastry goodness in a totally unexpected manner.
This isn't the Tita Julie we grew up with; this version is from the crazy minds of the GIGIL ad agency and we got to chat with them for a bit about why we should #StopTitaShaming—and also just ..."Why?" in general (aside from "WTF?").
This Isn't the Julie's Bakeshop You Used to Know
The story starts with the real Tita Julie herself. "Our founder, Mrs. Julie Gandionco, was already in her 50s when she decided to start her own bakeshop," said Marc San Juan, the bakeshop's marketing head, in a statement. Gandionco started Julie's Bakeshop in Mandaue City, Cebu, in 1981. Forty years later, the bakery has around 500 stores nationwide.
The real Tita Julie's story is proof that "Old doesn’t mean cold," said Dionie Tanada, GIGIL associate creative director, in an online exchange with SPOT.ph. "We're still fresh at 40!" is the main message the bakeshop wanted to communicate—and yup, that commercial definitely helps in making people think differently about a brand they've known for four decades.
"Bukod sa we want millennials and Gen Z to rediscover their love for our brand, we need to cut through sa noise online," added Tanada. Viral commercials are something GIGIL is known for and this one is no different.
"Being tita is at the core of the brand," said Tanada. The image of "Julie" as the caring tita who bakes is something we all know so GIGIL felt that the #StopTitaShaming campaign was an exact fit, he explained. "We want Pinoy titos and titas to embrace their age and prove tita shamers wrong. Like Mrs. Julie Gandionco, kaya pa rin nilang abutin ang mga pangarap nila, anumang edad." And in case you were wondering, the real Tita Julie has just turned 89!