TNT, the value brand under PLDT’s mobile arm Smart Communications, Inc. (Smart), has once again earned top recognition at ADFEST 2025—Asia’s premier festival celebrating creativity in advertising. The brand bagged a Gold award in the Effective Lotus category for its hit SIM Registration video titled “Mother.”
This marks the second year in a row that TNT’s campaign earned gold at ADFEST, having won in the Film Lotus category in 2024, triumphing over nearly 200 global entries.
Created in collaboration with advertising agency GIGIL and production house Arcade Film Factory, the 1-minute and 28-second video tells the story of a mother drenched in the rain after her family fails to recognize her unregistered mobile number. With TNT’s signature blend of absurd humor and social relevance, the campaign served as a compelling reminder to register SIM cards under the SIM Registration Act—a law enacted to curb the rising cases of spam and scam texts.
ADFEST praised winners in the Effective Lotus category as campaigns that go beyond creativity to deliver measurable impact, judged on Creativity (30%), Strategy (15%), Execution (15%), and Results (40%).
Since its launch in April 2023, the “Mother” video and its companion campaigns have racked up over 100 million views across Facebook, YouTube, and TikTok. Audiences described them as “unskippable,” “creative,” and “funny,” driving over 7 million SIM registrations within just 10 days—a clear testament to its success.
A Campaign with Global Impact
TNT, now celebrating its 25th year as the Philippines’ leading mobile brand with nearly 35 million subscribers, continues to rack up both local and international accolades for the campaign:
- Gold – Stevies 2024
- Silver – 2024 APAC Effie Awards, Kidlat Awards 2024, Boomerang Awards 2023
- Crystal Award – MAD Stars 2023 (South Korea)
- Bronze – Tambuli Awards 2024
- Force for Good Award – YouTube Works Awards Philippines 2024
- Best Ad of the Week – Bestads
- Shortlist – New York Festivals 2023 Advertising Awards
“We’re incredibly grateful for this recognition from our peers in the industry,” said Lloyd R. Manaloto, FVP at Smart. “This award is not just for TNT, but for our almost 35 million subscribers who continue to trust us.”
As TNT celebrates #AniberSaya25, the brand remains committed to serving the everyday needs of Filipinos through affordable data offers, a reliable mobile network, and memorable experiences.
To learn more about TNT’s offers and campaigns, visit tntph.com or follow TNT on Facebook, X (formerly Twitter), and TikTok.
