Ricky Lee’s 1982 film Himala is a Filipino classic that continues to captivate audiences decades after its release. Scenes from the film have become so iconic that they’re still referenced in Filipino pop culture — the latest callback being RC Cola’s latest viral ad, which is a playful tribute to the film.

Ricky Lee’s timeless masterpiece

Just in case you need a refresher on the film, it’s about a young woman named Elsa (played masterfully by THE Nora Aunor) who claims to have gained healing powers after seeing the Virgin Mary. This leads to a series of events that test her faith and the beliefs of those around her. The film’s dialogue has resonated so deeply with audiences that it has permeated everyday speech, becoming as memorable as the film itself.

Himala is a heart-wrenching exploration of faith, poverty, and human nature that continues to be relevant to this day, so it’s no wonder that the film continues to inspire works of art.

RC Cola nails it

Meanwhile, the RC Cola ad shows a woman called Elisa who heals the ailments of the townspeople with (what else?) a refreshing bottle of RC Cola. The ad pays homage to some of the film’s most iconic scenes, and even though the ad is light-hearted and humorous, the attention to detail makes it apparent that it was made with reverence for Lee’s masterpiece.

Netizens are all over the ad

It didn’t take long for the ad to go viral. After the ad dropped, Filipino cinephiles couldn’t help but gush over it.

The set design
Costume and make up
Color grading
Audio editing

Ang galing! https://t.co/rmCO3LpnPQ

— Søren Kierkegaard Legaspi (@rexinyeta_) April 5, 2024

Many highlighted how the ad not only made them chuckle, but also rekindled fond memories of watching the film.

“Anyone who’s ever watched the original Himala would enjoy this excellent homage,” one netizen commented on YouTube.

Based on the majority of reactions, we can safely say that with the ad, RC Cola didn’t just market a drink; they bottled a piece of nostalgia, and we, the internet, are here for it.

A masterclass in marketing

The success of the latest RC Cola ad should be a lesson for brands to attempt to do more than just sell a product — they’ve got to make an emotional connection. It’s the only way to make a real impact in this day and age.

Through clever storytelling and a deep understanding of Filipino culture, RC Cola has yet again managed to reach out to its audience in a way that feels authentic.

An ad that bridges generations

RC Cola’s Himala homage did more than simply promote a beverage. Apart from its obvious appeal to those with a soft spot for Himala, the film is also a clever invitation to younger generations — who might not even be familiar with the film — to discover a cultural phenomenon they might’ve missed.

It’s brought Himala back to the conversation, piquing the interest of Gen Y and Z and urging the so-called “meme generation” to uncover this important piece of Filipino cinematic history.

No, it’s not a miracle, but it’s a hell of a feat.

(Just in case you’re one of the folks who still haven’t seen the film, here’s an FYI: as of this writing, Himala is streaming on Netflix. Take this as your sign to watch it ASAP.)

What do you think of the newest RC Cola ad?