Star Powerhouse

Petsa de Peligro—those precarious few days before the next paycheck comes in—is often a source of humorous complaints and hilariously creative “hacks” for many Pinoy millennials. Just go on Twitter a couple of days before payday and you will be treated to a treasure trove of jokes stemming from a very real problem for working-age Filipino netizens who have to go tiis-tipid when it comes to lunch options.

Jollibee, the country’s number one fast-food chain, recently launched a new TV commercial highlighting its flagship product: the crispylicious, juicylicious Chickenjoy. Inarguably the top choice for fast-food fried chicken for many Pinoys, Chickenjoy has earned the title as the “Philippines’ Favorite Fried Chicken” for various reasons – one of which is its unparalleled crispy skin. Pinoys just cannot get enough of Chickenjoy’s crispylicious skin because it creates a unique taste experience, which taps into the different senses. The TV commercial opens with the appetizing sight of Chickenjoy’s expertly fried, golden-brown skin followed by the irresistible sounds of soft crunch as the skin is being snapped and peeled, signalling perfect crispiness. It ends with the endorser savoring the crispylicious skin’s signature taste, leaving the viewers craving for a Chickenjoy meal of their own. “Filipinos love fried chicken, and to most, its best part is the crispy skin. This is the reason ...