One of Jollibee's commercials titled 'Signs' has had more than 21 million views on Facebook. Photo: Jollibee, YouTube

A Filipino-American author and marketing expert has praised the Philippine fast-food chain Jollibee for its viral commercials that are able to move consumers’ emotions.

In a commentary published by Inc., Justin Bariso, whose father is Filipino, said he went to the Philippines in 2008 to learn more about the country’s culture and language. He went to Jollibee for the first time, and called it “the Philippines’ undisputed fast-food king.”

He applauded the company for being able to come up with commercials that boosted its popularity by touching consumers’ emotions.

“Jollibee works hard to pull its customers’ heart strings,” Bariso said.

In the beginning of this year, Jollibee released three commercials, which have gone viral with more than 50 million views on Facebook. Bariso said that because of the culture of Filipinos being emotionally expressive, Jollibee was able to move its audience through their story-telling.

“Succeed at doing that, and you won’t have to convince your customers to watch your ads – they’ll already be looking for them,” he said.