“Malata” (limp) means a general lack of energy, pep, enthusiasm, and when used to refer to food, a lack of crunch, lively flavor, or interesting textures. For many Pinoy French fry-lovers, there’s nothing better than enjoying crispy-sarap right from the first bite, like with Jollibee’s best-selling Jolly Crispy Fries.
Jollibee, the country’s number one fast-food brand, recently released an online video that hilariously captures how unfortunate malata—especially in a traditionally crispy favorite—can be. With on-point comedic performances and crave-inducing beauty shots of the Jolly Crispy Fries.
By focusing on situations where malata just wouldn’t cut it, the video—conceptualized by creative agency Dentsu Jayme Syfu and brought to life by Makina Productions—shows a scene familiar to many Pinoy teens: a volleyball game.
In this scenario, the character is put under the spotlight for a highly anticipated shining moment, only to let the cheering crowd down because of her malata, lackluster performance. This dyahe moment serves as the perfect segue into the direct opposite of malata: crispiness served up in every bite of the Jolly Crispy Fries.
Made with 100% real potatoes and covered with special fries coating to make every piece extra crispy, Jolly Crispy Fries serve as the perfect complement to classic Jollibee favorites or as a flavorful, satisfying snack on its own. And with different serving sizes—even up to jumbo—it’s the best treat to share with the whole barkada while hanging out or whenever the craving for bite after bite of unforgettably crispy potatoes strikes.
“This new ad is a great way to illustrate the unique crispy-sarap kada bite goodness of the Jolly Crispy Fries,” said Kay Segismundo, Jollibee Senior Marketing Manager for Complementary products. “The funny scenario definitely captures the feeling when you get soggy, limp fries—it’s not fun and you end up feeling dismayed. Plus, malata fries don’t pack the flavor and the unparalleled enjoyment of snacking on crispy, golden, perfectly cooked potatoes. There’s truly nothing else like the Jolly Crispy Fries!”
Jolly Crispy Fries are available all day in all Jollibee stores nationwide for dine-in, take-out, delivery, and drive-thru transactions. Pick your preferred serving size from regular (P39.00*), large (P60.00*), and when you just can’t get enough, the jumbo (P72.00*)! You can also watch the wonderful ads on Jollibee’s digital assets: on Facebook and YouTube!
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* Prices may vary across different locations.