Christmas themed commercial for Alaska Milk addresses dementia among elderly Filipinos

A new commercial for Alaska Milk themed around Christmas chronicles the relationship between a young girl and her grandmother who suffers from dementia. 

The campaign was created by MullenLowe Philippines.

A note from MullenLowe said: “Seemingly tugging on netizens’ hearts, the now-viral video (which got over 3 million views on Facebook just five days after it was uploaded) was shared by various personalities including comedian Pokwang, who on her post, expressed her gratitude for the fact her mom is still alive despite having dementia.”

Commenting on the campaign Alaska Milk Corporation marketing and business development director Harvey Uong said: “Woven together throughout the course of our lives, memories form the unique narrative that is our identity. 

“For the holidays, Alaska Milk is taking this opportunity to put the spotlight on a condition that affects many Filipino families.

“The Philippines is experiencing a significant demographic aging, and along with it, dementia is becoming more prevalent. As a brand that has consistently been present in the Christmas tables of Filipino families for many generations, we want to our holiday efforts to be more hardworking; to be driven by the desire to give back more than ever. 

“Furthermore, we want to encourage people to create more loving memories—with families, especially. Because as the strands of memories unravel, more often than not, it’s the memories made with love — the ones that are stored in our hearts — that stay.”


Agency: MullenLowe Philippines, Makati City, Philippines

President / Chief creative officer: Leigh Reyes

Executive creative director: Abi Aquino

Creative director: Roman Carlo Olivarez

Senior art director: Iya Parungao

Copywriter: Colleen Legaspi

Director of brand planning: Viboy Palillo

Client services director: Aimee Sarmiento

Deputy business unit director: Mel Jimenez

Account director: Pat Juat

Account manager: Steph Velasco

Head of tech and platform services : Raffy Bariso

Content and platforms manager: Celine Tila

Business development for PR: Joel Quizon

Production house: UxS

Broadcast producer: Jhohanna Hukom                                                                                                                                                                                

Film director: Joel Ruiz

Post production: Contagious

Client: Alaska Milk Corporation

Marketing and business development director: Harvey Uong

Marketing manager: Joanne Mae Angeles

Brand manager for Alaska Classic: Maria Kassandra Tagle

Brand manager for Alaska Creams: Henry Camacho

IMC managers: Tanya Pico, Cecile Jacela

Digital marketing manager: Kevin Czar Roque


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