Ever since SM Supermalls launched its “SM Moments” video series in 2017, the brand started a tradition that celebrates real stories of its shoppers with insights anyone can relate to.

In partnership with Tribal DDB, SM continues the custom this Mother’s Day with “It’s Time” – a story of a mother who feels she’s being let go by her son as he finally becomes the man and husband she raised him to be. The video was directed by Ian Abaya of Rogue Monkey and released on the brand’s Facebook on May 1.

"Mother's Day has always been a special season to us because it's the best time to pay tribute to our loyal SuperMom shoppers who have been celebrating their memorable family moments at SM over the years," said Jonjon L. San Agustin, SM Supermalls’ senior vice-president for Marketing.

"Through our video, we hope kids will get to appreciate their moms even more, reminisce about their fun childhood, and even possibly be excited on coming up with a surprise as their families celebrate Mom's Day this May 12," San Agustin continued.

Rate this article
Loading comments