MYSTERY MAN

TitleMYSTERY MAN
BrandPREPAID HEALTH CARD
Product / ServiceMAXICARE PRIMA GOLD
CategoryA02. Healthcare
EntrantDENTSU ONE MANILA Manila, THE PHILIPPINES
Idea Creation DENTSU ONE MANILA Manila, THE PHILIPPINES
Additional Company MAXICARE HEALTHCARE CORPORATION Makati City, THE PHILIPPINES

Credits

Name Company Position
Merlee Jayme dentsu APAC Chief Creative Officer
Jerry Hizon Dentsu One Manila Chief Creative Officer
Biboy Royong Dentsu Jayme Syfu Executive Creative Officer
Nonie Azores Dentsu One Manila Creative Director
Thea Siy Balagtas Dentsu One Manila Copywriter
Soleil Badenhop Dentsu Jayme Syfu Associate Creative Director
Ronald Barreiro Dentsu Jayme Syfu General Manager
Justine Oca Dentsu Jayme Syfu Account Director

Write a short summary of what happens in the radio or audio execution or campaign.

A senior citizen gushes about her thrilling experience of finding someone who understands her needs, despite being younger than her. But he’s just one of the many doctors with whom she can set unlimited appointments with, thanks to Maxicare PRIMA Gold health card.

Script & Translation. Provide a full English script and translation of any audio.

Golda: I met someone new…at 60! Can you believe?! But he’s not someone who’s after my good ol’ looks Certainly not after my pension –because there ain’t much to go after. But young as he is, he gets me. He understands why I’m grumpy one minute and grumpier the next. Why I always wake up early even if I have sleepless nights. Or how much pain it causes me… …to wake up in the wrong sleeping position. Someone who truly, madly cares for me. At this age, I don’t need a man who can make my pulse race. And he proved that he’s ‘The One’ because that fateful morning...after… …after my heart started beating fast, he slowed it down, like the expert that he is. My late husband, Alfredo, would approve! Oh, I almost forgot! I’m also seeing others on the side and he’s totally fine with it. AVO: Unlimited doctor consultations. Seniorcare from Maxicare Prima Gold. END

Cultural / Context information for the jury

Filipinos are known to take care of their senior citizen parents themselves. However, there is more pressure to provide once they start their own family, making it difficult for them to shoulder the health needs of their aging parents. This leaves seniors to rely on the country’s health insurance corporation (PhilHealth), which is currently experiencing financial problems. As a result, seniors continue to suffer from poor health as they tend to consult with doctors only when the symptoms have gone worse. This is due to their reality of having limited access to health care, consultations, and the necessary laboratory tests.