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Globe Telecom Finds the Force Within Filipino Families
Globe Telecom's "Like a Jedi" is a 2017 film campaign created by Publicis JimenezBasic for the Philippine telecommunications market, depicting a mother who teaches her son to face the world with the courage of a Jedi, ultimately revealing that together they are braver than either could be alone.
The campaign launched in December 2017 in the Philippines, timed to coincide with the theatrical release of Star Wars: The Last Jedi. Globe Telecom structured the narrative around a single film asset, a deliberate creative choice that concentrated storytelling weight into one emotionally complete media asset rather than diffusing it across a fragmented series. The film closes with an invitation for audiences to support the Hero Foundation, an organisation that provides educational and financial assistance to the children of fallen Filipino soldiers, as documented by Campaign Brief Asia. This philanthropic integration transforms the campaign from a licensed entertainment tie-in into a call for collective heroism, extending the Jedi metaphor beyond the screen and into civic life.
In the Philippines, the campaign operated within Globe Telecom's broader "Create. Wonderful." brand positioning, which the company had maintained since 2014, according to Globe Com Ph. "Like a Jedi" represents a continuation of that positioning into family-centred Star Wars territory, following the 2016 campaign "Mask," which was tied to Rogue One: A Star Wars Story and featured a young fan using a Stormtrooper mask to overcome shyness. The 2017 follow-up deepens the emotional register by centering an adult relationship — a mother and her child — and anchoring courage explicitly in mutual support rather than individual transformation. The Clapboard Score for "Like a Jedi" is 74 out of 100, reflecting strong narrative craft and cultural alignment within the Electronics and Technology category.
Globe Telecom entered the Star Wars partnership with a clear strategic rationale grounded in the Filipino family as the primary unit of emotional and commercial relevance. The campaign targets parents — and mothers specifically — who are navigating the tension between wanting to protect their children and wanting to embolden them in an increasingly technology-mediated world. This insight is culturally precise: in the Philippines, maternal authority and familial interdependence are not abstract values but daily lived realities, making the Jedi-as-parenting-philosophy premise immediately legible to the target audience.
The competitive context in the Philippine telecommunications market in 2017 was tightly contested. Globe Telecom reported approximately 60.7 million mobile subscribers at year-end 2017, down three percent year-over-year due to a revised reporting methodology that excluded prepaid users inactive for more than ninety days, according to towerxchange.com. Its principal rival, Smart Communications, reported approximately 57.9 million subscribers over the same period, also per towerxchange.com. Globe's 2017 mobile revenue reached approximately PHP 98.5 billion, up seven percent from PHP 92.3 billion in 2016, according to globe.com.ph, while Smart's mobile revenue fell approximately eleven percent to PHP 82.3 billion from PHP 92.5 billion in 2016, also according to globe.com.ph. In this environment, revenue growth gave Globe the structural confidence to invest in premium, emotionally ambitious brand content rather than price-led messaging.
By aligning with Star Wars: The Last Jedi — a global cultural event with substantial Filipino fandom — Globe Telecom amplified its reach without requiring conventional media buying volume. The partnership functions as a cultural shortcut, borrowing the mythological weight of the Jedi narrative and redirecting it toward Globe's brand proposition: that its technology enables not just communication but courage, connection, and shared resilience across Filipino families.
Publicis JimenezBasic directed the creative execution of "Like a Jedi" with a leadership team that balanced senior strategic vision and hands-on craft direction. Executive Creative Director Trixie Diyco oversaw the campaign, with Creative Directors Alnair Langkay and Bia Fernandez-Famularcano shaping the film's tone and visual language, and Associate Creative Directors Lowell San Jose and Marielle Auti Nones contributing to the execution, as confirmed by campaignbriefasia.com.
The film's narrative architecture is deliberately restrained. Rather than staging elaborate Star Wars spectacle, the creative team grounds the Jedi concept in an intimate domestic setting, allowing the mother-and-son dynamic to carry the full emotional load. The Force is never depicted as a supernatural phenomenon but as an internal quality — bravery, resilience, the willingness to face difficulty — that a mother transmits to her child through presence and example. This reinterpretation of the Star Wars mythology is the campaign's most precise creative decision: it makes the licensed IP feel earned rather than ornamental.
The film is built as a single media asset, a structure that demands tonal completeness within one continuous viewing experience. There are no supporting shorts or episodic sequels to distribute the narrative burden. Every beat — the opening vulnerability, the Jedi teaching moment, the mutual recognition of shared courage, the closing Hero Foundation appeal — must land within a single uninterrupted arc. That structural discipline is visible in the film's pacing, which resists the temptation to rush toward the brand reveal, instead allowing the emotional relationship between mother and son to develop with enough specificity that the final philanthropic ask feels like a natural consequence of the story rather than an appended message. As reported by Campaign Brief Asia in its December 2017 coverage, the campaign was described as emotionally affecting, a characterisation that speaks directly to the craft team's control of register and restraint.
"Like a Jedi" generated 14,212,897 views on YouTube, along with 4,226 likes and 258 comments, according to data documented in the campaign record. For a single-market film campaign produced for the Philippines, this view count represents substantial organic reach, suggesting the narrative resonated beyond Globe Telecom's existing subscriber base and attracted viewers drawn by the Star Wars association and the emotional premise.
No independently audited data on conversion rates, Hero Foundation donation volumes, or brand-lift metrics for "Like a Jedi" is publicly available. What the YouTube performance does confirm is that the single media asset strategy did not constrain distribution. A view count exceeding fourteen million in a market where Globe reported approximately 60.7 million mobile subscribers, according to towerxchange.com, implies that the film reached a meaningful proportion of the addressable Filipino audience and circulated beyond it. The engagement ratio — a relatively modest likes-to-views proportion — is consistent with long-form narrative content, where passive emotional response is more common than active social interaction.
Structurally, the campaign's effectiveness is reinforced by several compounding factors. The timing of the December 2017 launch aligned with both the Star Wars: The Last Jedi theatrical release and the Philippine holiday season, two simultaneous cultural peaks that maximised organic conversation. The Hero Foundation integration added a layer of social credibility that extends the campaign's impact beyond brand awareness into demonstrable community relevance. Taken together, these elements position "Like a Jedi" as a durable example of how Philippine telecommunications brands can use licensed cultural IP to build emotional authority rather than simply transactional affinity.
"Like a Jedi" is a 2017 film campaign by Globe Telecom, created by Publicis JimenezBasic in the Philippines. It depicts a mother teaching her son to face the world with Jedi-like courage, revealing that together they are braver. The campaign also invites audiences to support the Hero Foundation, which assists children of fallen Filipino soldiers.
Publicis JimenezBasic created "Like a Jedi" for Globe Telecom. Executive Creative Director Trixie Diyco led the campaign, supported by Creative Directors Alnair Langkay and Bia Fernandez-Famularcano, and Associate Creative Directors Lowell San Jose and Marielle Auti Nones, as confirmed by Campaign Brief Asia in December 2017.
Globe Telecom partnered with Star Wars: The Last Jedi for the "Like a Jedi" campaign, launching the film in December 2017 to coincide with the movie's theatrical release. The partnership borrowed Star Wars mythology to frame everyday parental courage as a Jedi quality, making the licensed IP serve an emotional Filipino family narrative rather than straightforward entertainment promotion.
The "Like a Jedi" film recorded 14,212,897 views on YouTube, along with 4,226 likes and 258 comments, according to the campaign record. For a single-market Philippine telecommunications campaign built on one media asset, this represented significant organic reach well beyond Globe Telecom's immediate subscriber audience.
The Hero Foundation provides educational and financial assistance to the children of fallen Filipino soldiers. "Like a Jedi" closes with an appeal for audience donations to the Foundation, extending the campaign's Jedi heroism metaphor into civic action. As reported by Campaign Brief Asia, this integration gave the film social credibility beyond conventional brand storytelling.
"Like a Jedi" sits within Globe Telecom's "Create. Wonderful." positioning, active since 2014 according to globe.com.ph. It followed "Mask," Globe's 2016 Star Wars campaign tied to Rogue One: A Star Wars Story, deepening the emotional register by centering a mother-and-son relationship and grounding courage in mutual support rather than individual transformation.
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