7-Eleven’s latest campaign “7-Eleven Minutes Late” is a playful rejoinder to the concept of “Filipino Time,” a cultural phenomenon where people arrive past the agreed meeting time.
The series from MullenLowe Treyna features popular excuses—from traffic jams to train delays—often texted by those who are running late, yet still have the audacity to stop for an iced coffee anyway.
The copy catches the daily challenges that Pinoys face in the traffic and their commute, affecting their punctual arrival at the workplace.
“MRT Na! Huhu,” says a texter presumably on the train.
“Huhu, EDSA Na!” from a texter stuck in traffic on EDSA. EDSA is the main thoroughfare, notorious for heavy traffic.
“Elevator na,” from a texter presumably waiting inside the elevator.
“Lapit na” implies that the texter is close to the office, but could conceivably be anywhere.
Placement is the series’ biggest irony. The posters are displayed in 7-Eleven—the country’s largest convenience store chain, and a favorite stopover for those who are running late for work.