Manulife Philippines, the local arm of leading international financial services provider Manulife, has launched a new digital film that centers on care, preparation, and love for family. Titled “M Knows Better,” the campaign features brand ambassadors Anne Curtis, Erwan Heussaff, and their daughter Dahlia in a heartwarming video that introduces viewers to a character who represents the company’s dedication to Filipino families.
The campaign’s digital film takes on a mockumentary format and introduces “M,” a well-meaning, hilariously overprepared family friend who always seems to anticipate every possible mishap before it even happens. From extinguishing a small kitchen incident with full firefighter gear to calling an ambulance when Erwan merely catches a cold, “M” shows up in every situation with an amusing level of readiness. She even helps little Dahlia train to become a prima ballerina, further underscoring her deep sense of care and commitment to the family’s well-being.
While “M” may come across as a bit too much at times, her intentions are never questioned. She acts out of pure concern and love—mirroring the values that Manulife itself wants to extend to its customers. The film ends on a reflective note with the question, “Do you have someone who cares as much as you do?” followed by Manulife’s brand message: “Where will better take you.”
This digital campaign was designed not only to entertain, but also to reinforce Manulife’s commitment to being more than just a financial partner. It emphasizes the value of preparation and support, showing how the company stands by families in both ordinary and unexpected moments.
The story resonates strongly with the Heussaff family’s own journey with the brand. Anne Curtis, who has been a Manulife policyholder since 2009, shared how the campaign reflects their genuine experience. “Manulife has really helped our family plan ahead and build financial security for our family’s future,” she said. “This new digital film is a fun and creative way to show people the kind of care and support we’re receiving from Manulife.”
The heart of the campaign lies in showing that caring goes beyond words—it means going out of one’s way to ensure a secure and prepared future for those we love. In portraying “M” as a quirky but endearing character who always shows up, Manulife presents a unique metaphor for the way it provides guidance, protection, and a sense of stability to Filipino families.
Sonali Verma, Chief Marketing Officer of Manulife Philippines, emphasized the brand’s mission of being a dependable partner. “We want to show Filipinos that they can count on Manulife as a trusted partner who cares, protects, and is there to help them secure a better future,” Verma said. “Our mission is to make our customers’ decisions easier and lives better, so we aim to be their trusted partner, always there to support them and help them plan ahead.”
By using humor, warmth, and a relatable family dynamic, the “M Knows Better” film successfully delivers a message of trust and care. It encourages viewers to reflect on the people in their lives who provide them with comfort and security, and draws a parallel to how Manulife aims to fill that role through its financial services.
The digital film is now available for viewing on Manulife Philippines’ official Facebook page and YouTube channel, where it continues to receive attention for its creative storytelling and heartfelt message.
With this campaign, Manulife reinforces its presence not just as a financial provider, but as a companion that truly understands what it means to care deeply and prepare wisely, for today and for the future.
