Netflix Philippines puts Kris Aquino in the editor's chair for local content push

Netflix Philippines has brought Kris Aquino back into the spotlight with a playful campaign that casts the television personality as the streaming platform’s fictional “chief head of insights and kontent analysis”, or C.H.I.K.A.

Created by GIGIL, the campaign takes the form of an office comedy, with Aquino arriving for her first day on the job and reviewing scenes from three Netflix originals: A Secret in Prague, Blood vs Duty and The Master Cutter.

Rather than simply endorsing the titles, Aquino acts as an in-house critic, watching footage with editor Earljohn and giving rapid-fire feedback on everything from a snowy winter scene and an action sequence to a character’s styling.

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The campaign lands at an interesting moment in Aquino’s relationship with Filipino pop culture. After years largely away from television as she managed her health, the personality - often dubbed the Philippines’ “Queen of All Media” - has begun edging back into the public eye. She made a surprise appearance on Eat Bulaga in June, where she appeared alongside her son Bimby. The appearance was met with enthusiasm online, with fans hoping to see more of Aquino on screen.

C.H.I.K.A. turns that renewed attention into the creative idea itself. Aquino is not presented as a celebrity lending her name to Netflix; she is given a job that mirrors the qualities audiences associate with her - opinionated, quick with a one-liner and unafraid to tell people what she thinks.

The campaign also runs during Buwan ng Wika, the Philippines’ annual Language Month held throughout August.

The campaign extends GIGIL’s long-running relationship with Netflix Philippines, following work for titles including Stranger Things, Wednesday, Money Heist: Korea, and All of Us Are Dead.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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