Leather goods brand dares to tug heartstrings of all kinds of men

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Metro Manila (CNN Philippines, May 23) — Leather goods brand McJim Classic Leather is on a streak of telling short films that not only amuse and tug heartstrings, but also catch the eye of colleagues in the creative industry.

The first of the three Get Reel shorts, "Pitaka" [The Wallet], centers around two brothers - one who has to toil day and night [Karl Medina] so the other [1:43 member Art Artienda] can finish school. The heartwarming video, accompanied by a narration of a poem by Palanca-winning poet Louie Jon Sanchez packs an emotional punch. The wallet in the story serves as a symbol of the brother's deep gratitude.

The eight-minute video has garnered 25 million views as of posting. It has received nominations in San Mauro Torinese International Film Festival 2018, Cefalu Film Festival in Palermo, Diwa Filipino Film Showcase of Seattle 2018, and Culture of Life Film Festival 2018 in Memphis City.

 

"Ang galing ng istorya kasi ito talaga ang nangyayari sa realidad ng karaniwang pamilyang Pilipino [The story is great because it really shows what happens to an ordinary Filipino family]," said Facebook user Cecilio Domdom Jr.

Following in the wake of Pitaka's huge success is "Sinturon" [The Belt], a short film about how a marital relationship is put to a test when sparks fly between the husband Joseph [Kiko Matos] and his wife's alluring friend May [Mercedes Cabral].

Still, fidelity wins in this story told with wit and humor. The belt, a gift from his wife, reminds him to be faithful and not literally pull down his pants.

The video reaped 10 million organic views in one week, which translated to enormous sales for McJim in the holiday season last year. The "Bag" is the third and last in McJim's series of viral videos posted early this month. Like the bag in the story, it shows how a straight man [Wayne Avellano]'s friendship with a gay guy [Ross Pesigan] has been consistent through the ups and downs of his love life.

Netizens are expectedly all praises for the stereotype-breaking film about the depiction of a straight-gay friendship, with viewers tagging their straight or gay best friends in the comments section and leaving words of gratitude for the affirmative story.

"Ilang beses man tayong masaktan, ang karamay pa rin natin ay ang ating kaibigan. Aaminin kong napaiyak ako sa story na ito [Regardless of how many times we get hurt, we can still depend on our friends. I admit I cried watching this story]," said Facebook user Nash Trato.

After a week of its online debut, "Bag" was selected to participate in the First International LGBTQ Coming of Age Short Films Festival, which will be held simultaneously in Paris, France, and San Francisco, U.S.A, in September this year. It has 1.2 million views on Facebook as of posting.

"Producing a gay-themed short film was a very bold move for McJim, a leather accessories brand that caters to men," said Insight 360 Consultancy Services head Chris Cahilig, the director and producer of the three viral videos.

"But the overwhelmingly positive acceptance of 'Bag''s message proves that the universal values of enduring friendship, acceptance, and moral support have no gender divide," he added.

McJim, meanwhile, observes that Filipino men have become more sophisticated and urbane, placing great value in things that last and endure. The positive reaction to its videos mirror the qualities that drive them toward the brand's well-crafted authentic leather wallets, belts and bags. McJim believes its customers now have the maturity and confidence to grasp the unconventional.

McJim products are available in leading online shopping sites and all major department stores nationwide. For more information, visit and like the official McJim Facebook page.

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