In its latest move to connect with Filipino families, Manulife Philippines has launched its new brand campaign, “M Knows Better,” through a heartwarming digital film featuring Anne Curtis, Erwan Heussaff, and their daughter Dahlia. This creative campaign highlights the value of genuine care and preparation in building a better future.
The film introduces viewers to “M,” a quirky but deeply caring family friend who always goes overboard to make sure the Heussaff family is safe and prepared—whether it’s bringing out a fire extinguisher for a minor kitchen mishap or coaching Dahlia like a future ballerina. Despite her over-the-top ways, “M” is the embodiment of someone who cares deeply, much like how Manulife wants to be perceived by its customers.
“Manulife has really helped our family plan ahead and build financial security for our future,” shared Anne Curtis, who has been a policyholder since 2009. This new campaign blends humor with emotion, echoing the kind of personalized care that Manulife aims to provide through the “M Knows Better” campaign.
According to Manulife Philippines Chief Marketing Officer Sonali Verma, the campaign intends to affirm the insurer’s commitment to being a trusted partner in helping Filipinos secure a better future. “We want Filipinos to see Manulife as someone who will always go the extra mile for them,” Verma said.
Now streaming on Manulife’s official Facebook and YouTube pages, the “M Knows Better” campaign redefines what it means to care—emphasizing that sometimes, caring means being “extra,” especially when it comes to protecting what matters most.
