Like a Jedi – Globe Telecom 2017 | Clapboard Ad Archive

74

Like a Jedi - Globe Telecom | Clapboard Ad Archive

Like a Jedi from Globe Telecom and Publicis represents strategic creative ambition within the Philippines electronics and technology market, translating the mythos of Star Wars into an emotionally charged brand story anchored in family and courage. The film campaign, launched in the year 2017, pivots on the timeless narrative of a mother guiding her son to face life's challenges with the fortitude of a Jedi—drawing out a universal truth that personal bravery, particularly within the parent-child relationship, is both nurtured and shared. Rather than spotlighting product features or leaning on direct digital benefits, Globe Telecom positions itself as a catalyst for emotional connection and empowerment, signaling to Filipino families that the true force within is fostered through relationships and supported by the connectivity their brand enables. The campaign leverages the borrowed authority and cultural reach of Star Wars, an approach squarely aligned with what Clapboard’s taxonomy recognizes as FORMAT#12—Parody or Borrowed Format, using recognizable pop culture narratives to amplify brand messaging and break through an increasingly cluttered category. Emotional resonance is deepened by tying the story to a wider social purpose: viewers are invited not only to channel their own inner hero but also to support the Hero Foundation, an initiative benefiting the children of real-life heroes in the Philippines. Amplified through a single hero film that exceeded 14 million views, the campaign achieved high engagement and catalyzed conversation well beyond traditional advertising bounds. The collaboration between Globe Telecom and Publicis thus evolves telco storytelling from transactional to inspirational, grounding Globe’s proposition in the promise of digital empowerment and societal contribution. While competitors position on speed, reach, or affordability, Globe leans hard into branded purpose and emotional meaning—an increasingly relevant point of difference as the Filipino market grows more sophisticated and digitally literate. The campaign earns 74/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how a legacy telco brand can reset category expectations through culturally resonant storytelling and credible social impact while leveraging a global media property in a way that authentically aligns with national values.

Credits

Client

Globe Telecom

Agency

Publicis

Executive Creative Director

Trixie Diyco

Creative Director

Alnair Langkay, Bia Fernandez-Famularcano, Lowell San Jose, Marielle Auti Nones

Creatives

Leslie Cua, Marvin Ramos

Account Management

Katie Santos, Ish Abat

Business Unit Head

Raffy Parcon

Strategic Planner

CJ Jimenez

Production House

Film Pabrika

Director

Joel Limchoc

Producer

Datu Gallaga, Alex Villanueva

Category Mind Map

48%

The 'Like a Jedi' campaign by Globe Telecom leverages the iconic cultural resonance of Star Wars to position the brand as an enabler of courage and connection within families, particularly between mothers and their children. The campaign centers on a narrative that highlights the everyday heroism found in parenting, emphasizing the idea that facing the world with bravery is a collective experience empowered through relationships and support. Globe Telecom’s brand proposition, therefore, is rooted in fostering emotional connectivity and strength through technology, suggesting that their services facilitate not just communication but also empowerment and shared resilience. Strategically, the campaign taps into a deeply emotional and universal insight: parents want their children to grow up confident and brave, especially in a rapidly evolving, tech-driven environment. By aligning the brand with the inspirational theme of becoming a hero through “the force within,” the campaign creates a culturally relevant and motivational message that resonates with Filipino families. The choice of a film narrative featuring a mother-son relationship provides a relatable and heartfelt storytelling device, enhancing emotional engagement. Additionally, the campaign extends beyond simple brand communication by encouraging social support through the Hero Foundation, which reinforces Globe’s image as a socially responsible and community-oriented company. This multifaceted approach combines cultural relevance, emotional storytelling, and social impact to reinforce Globe Telecom’s positioning within the competitive electronics and technology market in the Philippines.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign’s narrative explicitly borrows the Star Wars “Jedi” motif, as seen in its title (“Like a Jedi”), description references to “the courage of a Jedi,” YouTube metadata (“Be a Hero Through the #ForceWithin - Star Wars: The Last Jedi”), and the association with “hero” symbolism. Rather than focusing on the product’s features or direct storytelling, it leverages the iconic Star Wars universe to imbue everyday bravery with Jedi qualities. The clear use of a globally recognized pop culture property for narrative and emotional resonance signals the Borrowed Format technique over a standard linear or testimonial structure.

1. Smart Communications – Market Positioning Smart Communications positions itself as the Philippines’ leading mobile network provider with a focus on extensive coverage, fast data speeds, and innovative digital services. It differentiates through strong infrastructure investment, wide 4G and expanding 5G connectivity, and a comprehensive ecosystem that includes mobile, broadband, and enterprise solutions. 2. PLDT (Philippine Long Distance Telephone) – Market Positioning PLDT leverages its legacy as the country’s largest telecommunications and digital services provider, emphasizing reliability, integrated fixed-line and wireless solutions, and business-grade connectivity. It focuses on innovation in fiber optics, digital transformation, and enterprise-grade services to maintain a stronghold on both consumer and corporate markets. 3. Sun Cellular – Market Positioning Sun Cellular targets value-conscious consumers with competitive pricing, unlimited call and text offers, and straightforward plans. It positions itself as a provider of affordable, no-frills telecommunications services tailored for everyday mobile users seeking accessible and budget-friendly connectivity options. 4. DITO Telecommunity – Market Positioning As a newer player, DITO Telecommunity focuses on disrupting the Philippine telecom market with aggressive pricing, competitive data packages, and promises of superior network experience through technological upgrades. It differentiates by appealing to customers seeking alternatives to traditional providers with faster service rollout and innovative customer engagement. 5. Converge ICT Solutions – Market Positioning Converge ICT positions itself as the fastest-growing pure fiber internet service provider in the Philippines, emphasizing ultra-fast, reliable broadband for homes and businesses. Its strategic angle lies in delivering high-speed fiber-optic connectivity with a focus on customer satisfaction, underserved markets, and strengthening digital infrastructure outside traditional telco dominance.

Q: What is Like a Jedi about? A: Like a Jedi is a 2017 film campaign created by Publicis for Globe Telecom in the Philippines, targeting the electronics and technology market. The campaign centers on a mother teaching her son to face the world with the courage of a Jedi, drawing on the cultural resonance of Star Wars to tell a story of everyday heroism and shared bravery within families. By highlighting the bond between parent and child, the campaign positions Globe Telecom as a brand that empowers emotional connection and resilience, while also promoting support for the Hero Foundation to benefit the children of real-life heroes. Q: What creative device does Like a Jedi use? A: Like a Jedi employs FORMAT#12 PARODY OR BORROWED FORMAT, as classified by Clapboard’s 12-format taxonomy. The campaign explicitly borrows the Star Wars Jedi motif, using the iconic universe as a narrative and emotional anchor. Rather than focusing on product features, it leverages globally recognized pop culture references to imbue ordinary acts of bravery with the qualities of a Jedi, creating an immediate cultural connection and enhancing emotional resonance with its audience. Q: What is the campaign proposition for Like a Jedi? A: The campaign proposition for Like a Jedi positions Globe Telecom as an enabler of courage and connection within Filipino families, particularly between mothers and their children. The brand message centers on the idea that heroism and bravery are collective experiences, empowered through relationships and supported by technology. By aligning with the inspirational theme of discovering the hero within, the campaign appeals to parents who want their children to grow up confident in a tech-driven world, while reinforcing Globe Telecom’s image as a socially responsible and community-oriented company. Q: How does Like a Jedi rank in Clapboard's archive? A: Like a Jedi holds a Clapboard Campaign Score of 74/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Globe Telecom's category? A: In the Philippine telecommunications market, Globe Telecom competes with Smart Communications, which emphasizes extensive coverage and fast data speeds; PLDT, known for its legacy in reliable integrated fixed-line and wireless solutions; Sun Cellular, which appeals to value-conscious consumers with affordable plans; DITO Telecommunity, a newer entrant focused on disruptive pricing and network innovation; and Converge ICT Solutions, which positions itself as the fastest-growing provider of ultra-fast fiber internet for homes and businesses.