“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…