Love is truly in the air! ABS-CBN brings back its yearly “Feb-ibig” campaign to inspire Filipinos to make their love felt by those special to them despite the present limitations
The Valentine-themed plug, featuring stars from hit Kapamilya programs, shows that distance and pandemic notwithstanding, love always finds a way.
Now a popular term widely mentioned by brands and common folk alike to refer to the love month, “Feb-ibig” was first used by ABS-CBN as a theme in 2007. It is a word coined by Patrick De Leon, the former creative group head and wordsmith of the ABS-CBN Creative Communication Management (CCM) division. CCM is also the team behind the well-loved Kapamilya station IDs.
The combination of the words “February” and the Filipino word for love “pag-ibig” has been a recurring Valentine’s theme for ABS-CBN for over a decade. After 2007, it was used again as the handle for February campaigns in 2013, 2014, and 2015. It even inspired episodes of shows such as “ASAP” and the musical drama anthology show “Your Song Presents.”
Some of its iterations include 2016’s “Feb-ibig Wins” campaign, 2017’s “Feb-ibig is the Answer,” and 2018’s “Feb-ibig Forever.” For 2017 and 2018, stars even performed the “Feb-ibig” theme song. First, it was by Bea Alonzo and Ian Veneracion and then by lead stars of “Sana Dalawa Ang Puso” led by Jodi Sta. Maria in the following year. This song was used once more in 2019 and can be heard again in the 2021 promotion which features shows like “Ang Sa Iyo ay Akin,” “Bagong Umaga,” “It’s Showtime,” “Walang Hanggang Paalam,” “Magandang Buhay,” “MMK,” “Paano Kita Mapasasalamatan,” “I Can See Your Voice,” “Iba ‘Yan!,” and “ASAP Natin ‘To.”
CCM entertainment promo head, Johnny Delos Santos, said that like the network’s summer and Christmas IDs, “Feb-ibig” plugs have also become an opportunity for ABS-CBN to spread light and joy among Filipinos.
“For more than a decade, we’ve used the “Feb-ibig” theme to show the different aspects of love - romantic love, self-love, and love for God, friends, and family. We are touched how it has continued to resonate with Kapamilyas through the years. Nowadays, the usual greeting is no longer just Happy Valentine’s Day. There’s also Happy Feb-ibig,” he said.
The current “Feb-ibig” plug also includes upcoming programs like “Your Face Sounds Familiar” hosted by Luis Manzano with judges Gary Valenciano, Sharon Cuneta, and Ogie Alcasid, as well as shows headlined by today’s hottest loveteams like “Huwag Kang Mangamba” featuring the Gold Squad, “Princess DayaReese” starring MayWard, LoiNie’s “Unloving U,” and DonBelle’s “He’s Into Her.” Bringing more romance to the video are the appearances of Liza Soberano and Enrique Gil, and Kathryn Bernardo and Daniel Padilla.
Most of ABS-CBN’s programs can now be seen on the Kapamilya Channel on cable, A2Z Channel 11 on free TV and digital TV, and Kapamilya Online Live on YouTube and Facebook. “ASAP Natin 'To” and “FPJ: Da King” are now also shown every Sunday on TV5.