It just serves as a summation of everything Kapamilya--especially during the season of joy and giving.
And traditionally, it has been a hallmark of the Filipino Christmas celebration, thanks to a group of geniuses part of ABS-CBN's Creative Communications Management (CCM) Division, which conceptualizes, plans, and produces this yearly masterpiece--the ABS-CBN Christmas Station ID.
This year's edition, as in the previous years since 2001, has been wholeheartedly appreciated, cherished and of course, loved, by all those who saw it--from the streetkids who chant the main chorus repeatedly as they watch it from a neighborhood sari-sari store to the swanky lady executive who plays the YouTube video of the song on her smartphone.
Worldwide top trending topic
More than just a being the catchy Christmas song and TV broadcast event we have all awaited, #ThankYouForTheLove, to put it simply in today's lingo, has now become a worldwide top trending topic.
Because of the awesome creative ideas, production elements, incredible sights, and of course the gathering of Kapamilya stars, contract artists, news and current affairs personalities, and top executives gives it the viewability and appeal we all want to watch everytime a show shifts to the next one over the broadcast feed.
But the key message of #ThankYouForTheLove has become the reason for the ABS-CBN Christmas Station ID's timeless magic through the years--the importance of selflessness, gratitude and generosity, and how it effectively relays and inspires viewers to do the same.
This year, the thrust is to thank and support organizations and groups that have extended assistance to the marginalized and the needy.
"The gifts you see being given by our artists to their chosen charities are not props, but real gifts they themsleves acquire and prepare," ABS-CBN CCM Head Robert Labayen said in an interview with ABS-CBN Lifestyle a few hours before the Station ID launched last Nov. 12 after TV Patrol. "That's how we make a difference."
Labayen, the inspirational leader himself in pushing his group to churn out their best in producing these Christmas station IDs, added that he is definitely touched and fulfilled when it encourages viewers to stay positive amid all the challenges, tragedies, and problems they face.
It lifts the spirit
Labayen shares one specific encounter he had with a student from Cagayan devastated by Typhoon Lando that truly brought home the power of the Christmas station IDs he and his group creates.
"May estudyante nagsabi sa amin, ang dami nyang kaibigan at kamag-anak na namatay sa baha sa Cagayan (because of Typhoon Lando) pero nung dumating ang kanta ng SID, yun yung nag-lift ng spirit nya", he recalled. The Recording Music Video, featuring the song's vocalists KathNiel, LizQuen, JaDine, Bamboo and Elha Nympha, released by CCM premiered last Nov. 3 after TV Patrol and as of this writing has posted 2.7 million views on YouTube. Labayen himself wrote the unforgettable lyrics of the song.
For the rest of the people behind Thank You For The Love, the day this year's ABS-CBN Christmas Station ID was first aired was a proud and fulfilling moment.
Producing the SID
Kathrina Sanchez, Creative Account Head in CCM, shared how coming up with a 10-minute video took them months of preparation. From creating the relevant message for the year, pitching of concepts, picking of song, shoots to post-production - the process is indeed nightmarish.
"Working on the SID (Station ID) takes a toll. It takes a lot of hours away from your family, your loved ones, yung sakripisyong ginagawa nila just to be able to come up with a good material," she added.
“Fear is fuel to our creative juices to keep on flowing”, said Johnny delos Santos, CCM Creative Head for Entertainment. The pressure of meeting the viewer’s expectation is overwhelming yet instead of discouraging them, it only strengthened their desire to make the Filipino nation happy every Yuletide season.
And amid all the sacrifices, indeed, the final cut made them feel it was all worth it.
Especially hearing people here and abroad praise and sing Thank You For The Love, not only on the streets, but also on Dubsmash or YouTube. It won't be long before kids will add it to their caroling set list or choirs to chant it in communion or closing hymns in churches.
It's highly relatable
There has to be a hugot factor for audiences to appreciate a certain song. Something that Thank You For The Love displayed by symphatizing with the trials and heartaches that we've been through.
"Yung inspiration po kasi ng mga napapanuod nyong eksena sa Station ID, hango lang naman po yung sa totoong buhay ng Pilipino", exclaimed Edsel Misenas, CCM Creative Account Head.
It fosters the Kapamilya spirit
Everyone in the network was involved in making this SID possible. It was made out of unity and genuine concern; hence, it was reflected on the output.
Even warring fandoms from the three leading loveteams, who sang the heartwarming song Labayen wrote and composed by Thyro Alfaro and Yumi Lacsamana, had all united in the spirit of the Christmas Station ID.
Participating artists were also heavy collaborators as they took part in the execution of the project.
"Tradisyon siya e. Masaya yung nagiging bahagi ka ng history na inaabangan ng mga tao taon-taon", said Sheryl Ramos, CCM Creative Account Head.
It's not JUST a video
It's not just another promotion paraphernalia or a marketing tool for ABS-CBN. Thank You For The Love is not about the station or its artists. Rather, it's a tool of giving back the love by honoring the unsung heroes of the community who continuously do great in spite of setbacks in life.
“Pag nakikita mo yung Station ID, hindi na yung artista yung bida, it’s the story, it’s the people we feature, yung mga gusto nating pasalamatan sa society, and of course the message, gratitude and spirit of Christmas”, said Paolo Ramos, director of Thank You For The Love ABS-CBN Christmas Station ID.
The true magic of ABS-CBN Christmas Station ID is not its LSS-inducing quality, the cinematography, or the number of likes and shares that it acquired. Its true magic lies in the love of the people behind it and the thousands of lives that it changed.
While some of us our busy spreading negativities, let us take inspiration in this video and get involved in doing meaningful things like acknowledging those who deserve recognition.
This Christmas, make it a point to say thank you, thank you for the love.