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.