‘We Give the World Our Best’ ads meant to honor OFWs — presidential adviser

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Metro Manila (CNN Philippines, May 13) — Following mixed reactions, Presidential Adviser on Creative Communications Paul Soriano said government ads abroad featuring overseas Filipino workers (OFWs) with the tagline “We Give the World Our Best" are meant to pay tribute to the migrant community.

This came after Senator Nancy Binay said a bus ad in London, which featured the Filipina-British nurse who administered the world's first COVID-19 vaccine, appears to send the message that the Philippines is a labor-exporting country that "commodifies" its people.

“Through this country branding campaign, we want to uplift the spirit of our overseas Filipinos, and honor them particularly for their values that make Filipinos known to do their best at whatever chosen field, wherever they go and whatever it is they do. They truly deserve this,” Soriano wrote in a statement posted by the Presidential Communications Office on Saturday.

Soriano, a noted commercial and film director, heads the Office of the Presidential Adviser on Creative Communications, which introduced the new “We Give the World Our Best” country branding.

He said video ads featuring stories of successful Filipinos in other countries were also released within the same period.

Soriano added that similar ads are now being planned and intended to be released in other nations, such as the United States and the Middle East.

He also stressed that the project is not solely a tourism campaign, noting that the Department of Tourism will launch its own version of the “best” branding.