In Asia’s capital of Telenovelas, Filipinos take pride in their ability to endure pain. For many of them, relief is delayed. The ability to suffer is a virtue. Recognizing the Filipinos love for telenovelas and  the familiar topic of love and the eventual pain that comes with it, Dolfenal (Mefenamic acid), a pain killer brand, produced a dramatic film that captivated the interest of bloggers and film enthusiasts around the country. It made history by being the first ad ever to enter the Metro Manila Film Fest, the country’s biggest and most prestigious film festival. A month after the event, there was an increase of 16.7 % in sales of Dolfenal versus the same period last year.