Manulife Philippines, the local arm of leading international financial services provider Manulife, launched a new digital film featuring brand ambassadors Anne Curtis, Erwan Heussaff, and their daughter Dahlia for the “M Knows Better” campaign. The mockumentary-style video introduces “M,” a loving but hilariously overprepared family friend who always goes the extra mile to take care of those she loves.
In the video, “M” helps the Heussaff family through various scenarios—being ready to put out a fire amid a kitchen mishap, calling an ambulance when Erwan simply catches a cold, and helping Dahlia train to become a prima ballerina—all because she genuinely cares and wants them to be prepared for anything life throws their way. While her methods might be a bit “extra,” her heart is always in the right place. The video ends with a simple but powerful question: “Do you have someone who cares as much as you do?” followed by Manulife’s tagline, “Where will better take you.”
The campaign resonates with the family’s authentic experience with Manulife. “Manulife has really helped our family plan ahead and build financial security for our family’s future,” said Anne Curtis, a Manulife policyholder since 2009. “This new digital film is a fun and creative way to show people the kind of care and support we’re receiving from Manulife.”
The campaign shows how caring means going the extra mile, especially for people who matter to us. Through “M’s” character, Manulife wants to demonstrate the kind of genuine care they provide to their customers.
“We want to show Filipinos that they can count on Manulife as a trusted partner who cares, protects, and is there to help them secure a better future,” said Sonali Verma, Chief Marketing Officer, Manulife Philippines. “Our mission is to make our customers’ decisions easier and lives better, so we aim to be their trusted partner, always there to support them and help them plan ahead.”
“M Knows Better” is now available on Manulife Philippines’ Facebook page and YouTube channel.
