Ginebra San Miguel unveils ‘Lamang ang May Tapang’ campaign
IN ITS LATEST campaign, Ginebra San Miguel inspires Filipinos to capitalize on individual talents and determination, propelling themselves to heights beyond the constraints of the past. It calls for a new kind of courage, prompting Filipinos to ask themselves, “How can I rise above my current circumstances and become the best version of myself?
Just before the new year, Ginebra San Miguel unveiled “Lamang ang May Tapang” through popular digital platforms Facebook and YouTube. The campaign focuses on the courage to rise above circumstances and strive for a better future.
“On paper, you may be the underdog, the odds may be against you; but it’s what’s inside that determines the true advantage, and that’s what Lamang ang May Tapang is all about,” says Ginebra San Miguel Inc. Marketing Manager Ron Molina. “Filipinos have developed bagong tapang and that unwavering trust on self, others and the country. We have weathered the storm and found brighter smiles. Now, with Lamang ang May Tapang, we will always rise above challenges, not just to survive but to thrive.”
The newly launched advertisement features inspiring stories of Filipinos who dare to emerge from adversities and create a better future for themselves and their families.
One story features the narrative of a fisherman who taught himself how to fish to provide for his family after his father got sick. Their everyday challenge of protecting their fishing territory from bigger commercial fishing vessels helps sustain the livelihood of their fellow fishermen and their families. Another story highlights a loving mother who took on multiple jobs as a delivery service provider, regardless of the risks and dangers, to fund her son’s education.
Other inspiring stories include Barangay Ginebra Gin Kings player Scottie Thompson, whose basketball journey proves that hard work pays off, and Filipino rapper Nik Makino, who quit his day job as part of the crew of a popular store in the United States to pursue his aspiration of being a rapper in the Philippines.