TARGETING
Jollibee, as a brand for the masses, has always targeted its advertisements towards, well, the masses, or working class Filipinos. As (dare I say very) emotional people, Filipinos in general love their hugots and have allowed it to grow into a cultural phenomenon. Jollibee knows this and uses it to their advantage, incorporating the hugot into their advertisements, reeling in the masses who have made it known that this is the content they want and will consume.
ADDRESS
Jollibee made the assumption that by using hugots in this commercial, many people would watch and greatly enjoy it. Additionally, they made the assumption that they wouldn't have to outright make their brand or product desirable in this commercial, that by giving its audience something hardly related to the product but memorable, the desire or cravings for their products would form on its own. And they were right! A relatable love story with just the tiniest smidge of Jollibee products were enough to subliminally induce cravings for their food, leading to a rise in popularity.
CIRCULATION
As we can see in this Google Trends report from the past five years, Jollibee peaked in popularity right around the time they released their Kwentong Jollibee series back in February 2017. This here is evidence of the success this commercial and subsequent series of commercials have brought to the brand in terms of gaining popularity.
MAKING SENSE
Story of the commercial goes: guy meets girl, falls in love with girl, girl ends up with someone else, guy is still happy for girl. There are generally two ways the audience may interpret this and may be dependent on their personal experiences. A person who has experienced this kind of unrequited love may feel sympathetic towards the man in the video, finding him relatable thus effectively achieving Jollibee's goal to be such. However, a person who has had to turn down a suitor because they simply don't love the other person back will likely feel targeted (natatamaan) by this commercial and may even find the one-sided narrative offensive.
PLEASURES
Relatability certainly plays an enormous factor in the success of these commercials. When an individual is able to relate to commercials like these, there's a sense of assurance that getting these sort of feelings is normal, and so pleasure gets derived from this assurance. On the other hand, audiences won't derive any pleasure from unrealistic and unattainable commercials. Take Kendall Jenner's 2017 Pepsi commercial. Aside being a mockery of real life victims of violence at protests, it's simply unrealistic how the conflict gets resolved in the end. The fact that it was done without a hint of irony adds even more fuel to the fire.