Skyro plays on Filipino ingenuity in Dennis Trillo-fronted campaign

Skyro’s latest campaign banks on a distinctly Filipino trait: resourcefulness. The fintech brand, known for its flexible loan products, has partnered with award-winning actor Dennis Trillo to embody its message of adaptability in a comedic ad series.

For decades, Filipinos have relied on quick fixes to stretch the life of their possessions - from banging a temperamental TV into compliance to sun-drying laundry when the dryer gives out. Skyro taps into this cultural truth with a tongue-in-cheek execution, positioning itself as the modern alternative to these makeshift hacks.

“Dennis has this unique mix of versatility and humour that really stood out for us,” said Skyro’s head of marketing, Iya Lelyanova. “He perfectly embodies the idea of adaptability, which is exactly what our brand message, ‘We adjust,’ is all about. He’s also a very smart and professional person, which genuinely reflects what Skyro stands for - trusted and reliable.”

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In the films, Trillo gamely leans into slapstick absurdity. A faulty washing machine sees him clamber inside to spin his clothes manually. A broken microwave sends him outdoors, rotating his lunch under the midday sun. In perhaps the most surreal sequence, when his phone runs out of memory, Trillo theatrically “upgrades” it by inserting it into his temple - as if tapping into his own brain’s storage.

The payoff comes when he discovers Skyro’s Flexi Loan - a product that lets customers adjust payment amounts and due dates as needed. In-store approval takes just a few taps on the app, and Trillo promptly upgrades his appliances, retiring his DIY workarounds.

“Skyro is present nationwide in over 4,500 stores - including Abenson, Robinsons Appliances, and other big trusted partners. At the heart of it, our goal is to empower more Filipinos with flexible loan options, helping them move forward while staying true to their own drive and creativity, and finding reasons to celebrate progress along the way,” Lelyanova added.

The comedic approach appears to be paying off. The campaign has racked up over 85 million views and 1.3 million engagements across YouTube, Facebook, and TikTok, with viewers praising Trillo’s performance and the campaign’s playful take on everyday frustrations.

The work comes from The Gigil Advertising Group, with chief creative officers Herbert Hernandez and Badong Abesamis at the helm. Production was handled by Southern Lantern Studios, directed by Sonny Calvento.

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