tv ads, print ads, billboards - your hatest and greatest

[hat_tr1ck]

Originally posted by yojimbo
two words: cost cutting.

the jingle is probably a translation. i am not connected with colgate or its agency, dyr. but multinationals in an effort to reduce costs, tend to use the same materials all over the region if not the world. the problem with these multinationals is they view south east asia in particular as one homogenous region. probably, like giant procter and gamble, colgate-palmolive is operating on a per region basis, with their hub probably located in singapore or hong kong. that setup, i feel, will make them lose touch with their consumers. Which is a perfect opportunity for local brands like hapee to step up and take an aggressive approach since multinationals will be too slow to react.

Yup, the multinationals are now focused on regional marketing of their products to cut down their costs thanks to the 9-11 incident. That's one reason why a lot of the ads we see now are not targeted towards the local market. And they probably think that they have a strong enough hold on their markets that they'd still buy their products, local ad campaign present or not.

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[abcxyz]

Originally posted by yojimbo
abcxyz: work in a real ad agency and all your questions will be answered. what makes you think i have not or am not working in a real ad agency now?! i have/is in one thats why i am able to say these things. besides, what has that got to do with all these? am expressing an opinion, does not really matter what the background of the person is. all comments are welcome from whoever.

[abcxyz]

as i have posted, i have the same sentiments as CaRaMBa has --- its a waste of money. you air an ad in market to make an impact, to persuade and to build an image, its reidiculous airing an ad that in my opinion, does not make an impact, does not persuade and to some degree even destroy a bit what image they still have in this market. the idea of airing ad campaigns over a period of time is to keep on improving it from on to the next. this one took them several steps backwards.

hat_tr1ck & yojimbo and yes colgate is on regional marketing.

not to contradict anyone, but regional marketing does not give the ad agency or the brnad managers the excuse to air a lousy, non-working ad in this market. neither does cost cutting justify it. in fact airing a lousy, non-working ad in a market is not at all cost cutting, its actually wasting funds.

alcantara-dyr is a long time ad agency of colgate in the philippines, it amazes me how their tenure and smarts in this market make them feel it is wise to recommend such an ad. makes me wonder where the professionalism went.

also, while colgate does regional marketing, colgate has filipino brand managers stationed in the philippines. and this is a marketing team that has ben with colgate for a long time. makes me wonder what they have been doing in their jobs.

so maybe i dont know better. maybe they did some research and had these mind bogling rationale that convinced them the ads are great. it would be such a joy to know how the ad agency and the brand group came to the conclusion the ad will work.

[hat_tr1ck]

Well abcxyz, the local brand managers are probably working on other aspects of advertising, like radio and print ads although I haven's seen or heard one yet. And like you said, Colgate's ad agency has been around for some time. They could be too conventional now since there're a lot of younger and more dynamic agenices out there nowadays.

Anyway, we'll only find out if the ads are working or not if either heads start to roll or we see a new one that's actually targeted towards the local market.

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[Leigh]

hello everybody,

DOT Commercial this is my first post, anyway i really want to post something about the new DOT commercial, i hope you guys will be able to see it soon...

i think it was made by BBDO and their new campaign is "more than the usual" i haven't really seen the whole commercial but they had "more than the usual welcome", "more than the usual high rise", "more than the usual english speakers" i think. it's really nice.

Globe Commercials - Making Great things possible - i got to see all three (3) commercials already: Yabadabadoo, guy in the party, and girl in the car, like Caramba, the girl in the car is my favorite, but hmmm...i still don't like their print ads.

[CaRaMBa]

hat trick, they have a new one, with the "My Colgate" theme. A little girl said "Sa bahay namin, anim ang toothbrush. Isa lang ang toothpaste... my Colgate!" Ad was black and white. Nice ad if you ask me. Consistent with the old ads. I really wonder what happened with the one with the family - sobrang out of place.

[watland]

TALK ABOUT GREAT ADS:
Asia-Pacific Advertising Festival held last March 16 at Pattaya, Thailand... dubbed as the "Cannes of Asia"
Philippines had its best showing ever...
RP's first GOLD for TV... (Fastfood, Restaurants and Retail Outlets)
McDo's "Karen-Gina" TV Ad!
We also managed three BRONZES!
BRONZE (Pharmaceuticals) - Bengay "Japanese" TVC
BRONZE (Banking/Finance) - Visa's "Dining Out" TVC (The Crouching Tiger ad)
BRONZE (Outdoor) - The Economist's "Blade" Billboard

We also managed to have some Finalists, which is tough enough to achieve!

Congratulations to Leo Burnett, BBDO/Guerrero & Ortega and Ogilvy&Mather for making us Pinoys real proud in this adfest, which is usually dominated by Thais, Indians, Singaporeans, Japanese and Australians.

We finally got Gold!!!!

In the open forum, where the international panel of judges discussed some of the ads in the running, they were all unanimous about the "courage, simplicity, and humanness" of the ad. In a field where humour seems to always dominate award shows like these, comes an ad where it just strikes the heart, and acting was outstanding and real. Was so proud to be a Pinoy that night amongst the whole of Asia (even though I wasn't part of that ad of course.) And it was also explained that the ad became popular back in Manila, so everyone knew it wasn't a scam ad at all!

That ad was also in the running for "Best of the Best" for TV. Imagine! Against all the Gold winners (there were only 8 Tv ads that were awarded GOLD in all the categories).

Japan got the BEST OF THE BEST for TV, which was a 3-minuter public service ad, big budget, done well, and imagine "Karen" which was such a simple ad, almost, almost grabbed it from the Japanese!


Again, let's give a round of applause to what Pinoys can do!

[CaRaMBa]

watland - WOW! This is great news!

:bounce: :bounce2: :bounce:

[watland]

Since there is no Filipino Channel here in Bangkok, I was wondering if you saw any interesting ad Easter Sunday on TV?

I remember usually, this is the day when a lot of new ads start airing.

Kwento naman kung meron. Thanks

[capsdonna]

SMART is a terrific product but boy, I have to hand it to GLOBE for the fantastic campaign they launched last March. :handsdown: It's sophisticated, classy, glossy and seamless. I love how they maximize the "G" logo. I love the look of all the ads. I love the TVC where the guy looks for an empty bathroom stall and calls to tell his pal about that good news. I love their billboards, esp. the one along Katipunan ("eyeball").

I also love seeing the CANESTEN ads on TV. Very engaging commercial. Even if you don't see any benefit visual, you know right away what the product does and how you can benefit from it. Again, seamless. I'm sure this ad will win awards in the next Creative Guild or Ad Congress.

The BENGAY ads are hilarious as well. I love the "Japanese" and the "Basketball" versions.

Penshoppe's summer commercial isn't bad either. It's simple and funky at the same time. Love the tempo, love the music, love the color, love the talents, love the products.

Okay, I was expecting the new San Miguel Beer summer campaign commercial to be really terrific but honestly, I'm quite disappointed with it. There's nothing new...it's the same slapstick humor that's been used over and over in SMB's commercials. Given that the account was pitched off to major agencies in the country, I was expecting the next campaign to be a departure from the usual.

I do love Coca-Cola's summer campaign. Love the print ad, love the TVC. The print ad I saw was the bottle of Coke pressed against a sweaty belly with the text "sun screen" (if I'm not mistaken) or something like that. Perfect. The TVC was fantastic -- 'twas how a whole different world opened up before this guy when he put on his earphones and drank Coke. I loved it.

A lot of good advertising has been cropping up lately. To all the ad agencies -- keep 'em coming. To the brand people -- glad to see you're relaxing more when it comes to advertising. That's exactly what the viewers need -- more fresh and insightful ads. :)

[abcxyz]

good news indeed for the mcdo ad win! glad that the region this time around appreciated and understood pinoy sentimentality.

[hat_tr1ck]

Rico Yan died on Friday, right? He was doing a promo gig for Talk N' Text at Palawan when he died, right?

Why these questions? Well, if you check out last Sunday's Inquirer, which came out a couple of days after he died, there's a whole page ad by - you guessed it - Talk N' Text launching a new promo for their subscribers and lo and behold! there was Rico Yan in the very same ad. That was uncalled for if you ask me. TNT should've put the ad on hold before PDI resumed their operations.

http://www.freakygamers.com/smilies/s2/contrib/xerx/smileydavid.gif

[capsdonna]

I'd like to pose a question to all those who read this thread.

Values advertising. Example, promoting nationalism or like Nestle's "Through the Eyes of a Child" series before. Public service ads. Example, Caritas Manila, Anti-Drug ads, etc.

Do you guys get moved by these kinds of ads? Are you compelled to do something about it? Why/why not?

[abcxyz]

Originally posted by hat_tr1ck
Rico Yan died on Friday, right? He was doing a promo gig for Talk N' Text at Palawan when he died, right?

Why these questions? Well, if you check out last Sunday's Inquirer, which came out a couple of days after he died, there's a whole page ad by - you guessed it - Talk N' Text launching a new promo for their subscribers and lo and behold! there was Rico Yan in the very same ad. That was uncalled for if you ask me. TNT should've put the ad on hold before PDI resumed their operations.

http://www.freakygamers.com/smilies/s2/contrib/xerx/smileydavid.gif PDI probably did not have a way to stop the press. ads that was scheduled for sunday release must have been set for the press days before, considering the long holidays and the press shutting down during those days.

an option could have been replace the rico yan ad with another pldt ad of the same size. ad agency must have been asleep.

and yes i agree it was bad taste.

[hat_tr1ck]

Originally posted by capsdonna
I'd like to pose a question to all those who read this thread.

Values advertising. Example, promoting nationalism or like Nestle's "Through the Eyes of a Child" series before. Public service ads. Example, Caritas Manila, Anti-Drug ads, etc.

Do you guys get moved by these kinds of ads? Are you compelled to do something about it? Why/why not?

Well, it depends on the ad but some of them are really quite effective, like the Nestle "Through the Eyes of a Child" series and the DOH New Year ads. And more often than not, I try to do something about it. The Nestle ad for instance was an eye-opener for me.

http://www.freakygamers.com/smilies/s2/contrib/xerx/smileydavid.gif

[Leigh]

watland - you were asking for Commercials that came out during Easter Sunday, right? the only commercial i remember seeing for the first time was the Piattos commercial with Nancy Castilione (please excuse my spelling, if ever). when she said something like, " i want my pizza thin and crisp something like that".

McDo Follow-up to Karen-Gina- I saw the commercial, there's this girl who was ordering from a McDo counter and when she opened her wallet, she is in a picture with the "lolo". Hmmm...

Penshoppe - i agree with capsdonna about this commercial, i really loved the music and the talents. The concept was also good, we have been discussing this commercial in the office for a while now, because it really shows you how girls prepare for a trip to the beach as compared to the guys. very realistic and fun.

Coke billboard in Cuneta Astrodome - the billboard looked really old but i just saw it last week, anyway - it looked really real,it made me want a coke right then and there. :D

[abcxyz]

McDo "lolo" campaign would be interesting how this strategy of featuring young adults and adult in tv ads will work for mcdo in the medium/long term. Jollibee is on a kids/young teens strategy. Also, that industry is considered really a kids/young teens market.

These ad campaigns of mcdo --- is it a strategic error? This pushes mcdo into a clear (?) adult fast food positioning.

With the recent win in the regional contest and the recent new tv pull out of the lolo campaign, mcdo and leo burnett are obviously in love with the campaign.

I hope their love for the campaign does not lull them into not looking at its (ill?) effects in brand image and being on target against its core users.

[bruno]

In most ads worldwide, mcdonalds is the place for families. A place where families can bond, find special moments together. Whether right now, it's a grandfather and a granddaughter, or next time, young adults, or maybe a mother and child, these are all executional devices . What's more important is the take-out of the ad, the long term strategy of what mcdonalds stands for.

[Smackoo]

I disagree with your point abcyxz, I think McDonald's has made big strides with its advertising. It's Jollibee who's confused, and been coming up with lousy strategies and ads, too.

[Smackoo]

and by the way, abcyxz, how can you be certain the the great volume of consumers comes from kids and teens in the fastfood business... it's FAMILY, ABCYXZ, FAMILY...

IT DOESN'T TAKE A JOHN NASH TO FIGURE THAT OUT.

[KuyaDanny]

They were spoofing the Globe "Katrina" advertisement on Bubble Gang. I saw at least three different versions, and there could have been more since we did not catch the early part of the program.

What makes me curious is that Globe Handyphone bought some ad time on this same program and was airing the real Katrina. So Bubble Gang was spoofing their own advertiser.

If I were the advertiser, I would yank all my spots from that station ASAP. But that's just me. How do clients feel about this?

[capsdonna]

KuyaDanny... I come from the advertising industry, so I can't speak for Client. BUT, here's what I do know:

Having your commercial spoofed means it caught on. ;) That basically means you got high recall for your ad and thoroughly engaged the consumers. That's not a bad thing. In fact, it's generating even more awareness about my brand.

As long as it is not disparaging, I wouldn't really press charges or yank it off the air.

:)

[capsdonna]

Originally posted by hat_tr1ck


Well, it depends on the ad but some of them are really quite effective, like the Nestle "Through the Eyes of a Child" series and the DOH New Year ads. And more often than not, I try to do something about it. The Nestle ad for instance was an eye-opener for me.

http://www.freakygamers.com/smilies/s2/contrib/xerx/smileydavid.gif

Thanks, hat_tr1ck! How do you know that it's effective?

And you said that, "more often than not, I try to do something about it. " What do you usually do?

Thanks! :D

[CaRaMBa]

KD, I'm really not sure, but I think it's actually a Bubble Gang strategy - to spoof the ads of their advertisers. I noticed this for 3 weeks. They spoofed the ads that were being aired during their commercial breaks - I don't recall all the ads, but I do remember Lucky Me and Rejoice. Now that you mentioned the Globe spoofing, I'm actually thinking it's part of their plan. I would think that some of the advertisers like this, since recall is high. As long as the spoof wasn't done in bad taste. :)

[KuyaDanny]

Well, the actress playing Katrina's mother in the spoof looks a lot like you, CaRaMBa, so I guess it wasn't in bad taste at all. :lol:

[zimdude]

Originally posted by hat_tr1ck
and lo and behold! there was Rico Yan in the very same ad. That was uncalled for if you ask me. TNT should've put the ad on hold before PDI resumed their operations.


To their credit, Talk and Text came out with a Rico Yan "tribute" ad.

Now, their sister company Smart ZED has a really strange full-pager today (Back of INQUIRER "C" section) promoting their logos, ringtones etc. It has a munged message that reads "Eyestrain is caused by overindulging in sexual intercourse" followed by "We've got something easier on the eyes."


:confused2:

[abcxyz]

Originally posted by Smackoo
and by the way, abcyxz, how can you be certain the the great volume of consumers comes from kids and teens in the fastfood business... it's FAMILY, ABCYXZ, FAMILY...

IT DOESN'T TAKE A JOHN NASH TO FIGURE THAT OUT. sure you can disagree.

there is no certainty in marketing.

but i have seen industry data, market research data and also business analysis from both jollibee and mcdonald's.

you can also tell from the kind of ads jollibee, the market leader, has been doing for a long time.

look, its an opinion. everyone, including you, is entitled to one.

[abcxyz]

Originally posted by KuyaDanny
They were spoofing the Globe "Katrina" advertisement on Bubble Gang. I saw at least three different versions, and there could have been more since we did not catch the early part of the program.

What makes me curious is that Globe Handyphone bought some ad time on this same program and was airing the real Katrina. So Bubble Gang was spoofing their own advertiser.

If I were the advertiser, I would yank all my spots from that station ASAP. But that's just me. How do clients feel about this? as a client, i wont mind. it could be flattering. i saw one of the spooks, its alright. people take these things withing the context of the program - a comedy show.

but they can go overboard. depends on how bad it gets.

applause to bubble gang for having the courage and being true to their program format.

[abcxyz]

does it bother anyone else that an elected and incumbent senator of the country appears in a tv ad?

the senator of course gets paid for the ad, maybe P1million per commercial, and she writes laws and regulations that impact business, raw materials, taxes and duties, finance, etc. etc.

when it is crunch time, can we trust the senator to vote in the best interest of the whole country or business in general rather than the provider of the P1million talent fee???

what is with that?

[CaRaMBa]

abcxyz, haven't thought about that, but now that you've brought it up, oo nga noh?

Have you guys seen the vertical streamers of San Miguel (Sarap to Sundown) along EDSA? You know, I really haven't seen anything impressive in San Miguel's latest campaign. It's good that it's only for the summer. The TV ad isn't interesting, and the streamers - it's the same design for each series of 5 (?) streamers. I'm used to seeing 5 different designs, all related to each other. This makes more sense since it will be redundant if you have the same design. And the design! Boring. Yes it's colorful, but the content, it's so "blah".

If you've seen it I would love to hear what you guys think about it. :)

[Big_Dumpling]

Originally posted by abcxyz
does it bother anyone else that an elected and incumbent senator of the country appears in a tv ad?


Are you kidding? I've been bothered about this since the whole thing began!

I mean, Christ, there's Legarda preaching about the cleansing power of a powdered detergent and there's Pangilinan talking about something but his is the one that really irks me the most. Why? Because he even has his whole family involved in it! Leave your baby alone for pity's sake and don't use her just to get some media mileage!

[abcxyz]

Originally posted by CaRaMBa
abcxyz, haven't thought about that, but now that you've brought it up, oo nga noh?

Have you guys seen the vertical streamers of San Miguel (Sarap to Sundown) along EDSA? You know, I really haven't seen anything impressive in San Miguel's latest campaign. It's good that it's only for the summer. The TV ad isn't interesting, and the streamers - it's the same design for each series of 5 (?) streamers. I'm used to seeing 5 different designs, all related to each other. This makes more sense since it will be redundant if you have the same design. And the design! Boring. Yes it's colorful, but the content, it's so "blah".

If you've seen it I would love to hear what you guys think about it. :) i agree the present san miguel beer summer ad campaign SUCKS! used to be very memorable with a nice jingle, a nice line and good photography.

[abcxyz]

Originally posted by Big_Dumpling


Are you kidding? I've been bothered about this since the whole thing began!

I mean, Christ, there's Legarda preaching about the cleansing power of a powdered detergent and there's Pangilinan talking about something but his is the one that really irks me the most. Why? Because he even has his whole family involved in it! Leave your baby alone for pity's sake and don't use her just to get some media mileage! oo nga ano, si pangilinan din pala.

whatever happened to the sanctity and respect to the position? think about it --- any of these two can become the next president of the country!

[Jacob]

Don't forget, there's this John Osmena commercial shown in between the PBL coverage. It features PBL player Jumbo Salvador. I can't figure what the commercial was about. Is it about John O's newest boy toy?

[abcxyz]

and yes, noli de castro continue to appear on a tv show. he get s paid for that too.

[solace]

Originally posted by CaRaMBa
abcxyz, haven't thought about that, but now that you've brought it up, oo nga noh?

Have you guys seen the vertical streamers of San Miguel (Sarap to Sundown) along EDSA? You know, I really haven't seen anything impressive in San Miguel's latest campaign. It's good that it's only for the summer. The TV ad isn't interesting, and the streamers - it's the same design for each series of 5 (?) streamers. I'm used to seeing 5 different designs, all related to each other. This makes more sense since it will be redundant if you have the same design. And the design! Boring. Yes it's colorful, but the content, it's so "blah".

If you've seen it I would love to hear what you guys think about it. :)

I totally agree.

There's nothing NEW with the San Miguel campaign. Gasgas na. Sayang.

[solace]

Originally posted by abcxyz
does it bother anyone else that an elected and incumbent senator of the country appears in a tv ad?

the senator of course gets paid for the ad, maybe P1million per commercial, and she writes laws and regulations that impact business, raw materials, taxes and duties, finance, etc. etc.

when it is crunch time, can we trust the senator to vote in the best interest of the whole country or business in general rather than the provider of the P1million talent fee???

what is with that?

It's a vicious cycle.

Filipinos, especially the masa, put a premium on what big personalities have to say about a certain issue, or in the case of commercials, a certain product.

These big shots (Loren, Noli, Kiko, etc.) make good use of their charisma and power to help push the masses to do something better. For example, Loren pushes the idea of progress - becoming the modern Filipina. Kiko pushes the idea of family togetherness. They're both very good values that will help drive the Pinoy masses to seriously rethink the way they're living their lives.

Does it work? Sometimes. Not many people are exactly moved by these endorsements, but there are some people who do make that change in their lives. They get involved with the activity the personality is pushing, or buy the product the celebrity is endorsing.

What about the returns to these big shots? I would like to think that they're doing it for improving the lives of their countrymen, but hey, this is politics. They're doing this as well to become closer to the masses, win their hearts, and eventually, their votes.

Vicious cycle. Then again, what isn't?

[Totnak Boy]

what about the ben-gay ads? they're pretty neat. my bro says the guy with the concept even topped it off in the recently held Ad congress. Simple but catchy :)

[hat_tr1ck]

An update on the Old Spice Deodorant billboard on Guadalupe:

I think they moved it down to one of the bigger ad spaces below it's old spot. It's a lot more readable this time around but I think the typeface they used is still too small.

http://www.freakygamers.com/smilies/s2/contrib/xerx/smileydavid.gif

[KuyaDanny]

The better to smell it, my dear. :lol:

Is anyone familiar with the rates for these billboards? In the case of Old Spice deodorant, did the change in location mean they were getting charged more, or less, than before?

[abcxyz]

old spice probably wont be charged anything for the change in location bec it appears the change was done to fix visibility problems with the old location.

these billboard companies make TONS of money, margins are extremely high. they rent the space for so little, and charge ad rates extremely high in relation to the rent and production cost. contract runs from 1 yr to 3 yrs.

on billboars ----- dont you miss the imelda marcos days when billboards were banned??!!!! edsa looks extremely bad with every sky space or building space occupied by huge and small billboards. and the way they are positioned feels like some giant threw them at random from the sky. its ridiculous and an eyesore. there ought to be a law....

[KuyaDanny]

I totally agree with you. Metro Manila has been vandalized by these billboard advertisers. Some billboards show pretty women, but even they have their place.

[solace]

I agree with both of you.

AND, they're traffic hazards.

[Bratinella]

Originally posted by Big_Dumpling
and there's Pangilinan talking about something but his is the one that really irks me the most. Why? Because he even has his whole family involved in it! Leave your baby alone for pity's sake and don't use her just to get some media mileage!

Pangilinan & his whole family was asked by people affiliated with UNICEF to do this infomercial. Sharon was supposed to be in this ad but she had other commitments so Francis just agreed to shoot it w/ just him & the baby. Ako rin at first I thought he was just using his kid 'til I read the clarification in the Letters to the Editor section of the PDI. Someone from the said NGO was defending him in response to a letter w/ the same sentiments as your post. Apparently, they were very grateful to the Pangilinans for agreeing to do the infomercial which was supposed to be about family pala (gee, I didn't notice!) She said the Pangilinans did it for free rin daw.

Back to original topic :)

Can I just say this?!?!!...

hatest! - that Clusivol ad wherein the wife is nagging her husband's ear off to take his vitamins because "Mahal magksakit ngayon! Maliliit pa ang mga bata, ano ka mayaman?!!!" Ewan ko ha, but this is WAAAY too melodramatic for me (not to mention annoying & irritating). Sure the talents acted well (they're from theatre, I believe) & the message was valid but this country has enough soaps! Local AND Mexican! We don't need 30-second ones!!! I just don't like it. Ugh! it's still airing...

I guess I'm partial to the funny ones. Current fave is the Bengay series esp the 1 w/ the traffic cop! :lol:

On spoofing ads:

I actually like the Globe "Katrina" ad more now BECAUSE of the Bubble Gang spoofing. I didn't even watch the actual spoofs (my sister just made kwento) but now I can't watch that ad w/o imagining the Dad say "Di si Katrina yan, si Roberto yan!" :lol: Funny.

capsdonna is right. Spoofing helps spread brand awareness (like Globe needs any more of that!) :)

[solace]

Originally posted by Bratinella

hatest! - that Clusivol ad wherein the wife is nagging her husband's ear off to take his vitamins because "Mahal magksakit ngayon! Maliliit pa ang mga bata, ano ka mayaman?!!!" Ewan ko ha, but this is WAAAY too melodramatic for me (not to mention annoying & irritating). Sure the talents acted well (they're from theatre, I believe) & the message was valid but this country has enough soaps! Local AND Mexican! We don't need 30-second ones!!! I just don't like it. Ugh! it's still airing...


Have you ever noticed why there are so many soap operas lately? ;) Lots of Filipinos, particularly those from CD classes, love watching these because these shows magnify their everyday lives. On the other hand, if it's not happening for them in real life, these are some situations they wished would happen... I guess the agency of Clusivol saw that as a way to hook the consumer -- use real-life situations to let consumers see how relevant the product can be in their everyday lives.

Yeah, it may irritate us, but somehow...I feel this ad worked for the target market. And if ever business did move for them, I'm assuming most of the purchasers were housewives... :lol:

[Totnak Boy]

but whether you like it or not, that clusivol ad did serve its purpose of changing the image of clusivol from "pang-mayaman" to "pang-masa", and that should certainly shoot the sales figures way up.

[solace]

Originally posted by Totnak Boy
but whether you like it or not, that clusivol ad did serve its purpose of changing the image of clusivol from "pang-mayaman" to "pang-masa", and that should certainly shoot the sales figures way up.

*okay*

[abcxyz]

clusivol tv ad i also dont like this ad. thought the positioning was too incredible and an over-promise. excution wise, i found it even more incredible, nearly ridiculous. much too much emphasis on the problem.

as a viewer i felt the ad/clusivol was an over-bearing, insulting, over-dramatic, preachy mother-in-law that you would rather not talk to. too much tabloid.

there are a lot more endearing ways to change a brand image from upperclass to masa, and more subtle, clasier and tasteful way to deliver drama or a slice of life situation.

i dont know what this ad has done from a business standpoint.

but as a consumer, i am offended.

as a filipino, i am ashamed that once again there is something on national media that shows the sleazy side of filipino life and bad taste.

as a marketing guy, i am apalled and outraged! this kind of ad will definitely not win creative award competitions here or abroad. neither does it do anything to raise the quality of advertising in this country. it may have set it back, even. (if this ad builds business and built brand equity ---- what does that say about the filipino soul??!!!)

i do understand marketing/ brand objectives! and how ads must deliver these. but surely, you will agree with me that there are always several different ways of delivering the same objective, two ways i can think of are (1) the tasteless and (2) the tasteful. the clusivol ad belongs to one of these.

the end does not justify the means!!!
:(

ps : i feel the same way about most liquor/alcoholic drink tv ads aired in the philippines. have you seen the pornographic posters of these brands???

[Totnak Boy]

heh... sleazy? erm, ok.

anwyay, since we're all dishing out our respective stumper ads, I'd probably point out colgate and its classroom discussion scheme. uhhh, yeah, the kiddish gnarls were cute and all, but the ad was not. far from it. geez, connecting teeth detergents with fossilized dinosaur bones is beyond me. i know it's supposed to cater to the kids and all but gaaahhh i guess we've all had things that tick us for some unknown reason *shrugs*

[Bratinella]

Originally posted by solace
Have you ever noticed why there are so many soap operas lately? ;)

...I guess the agency of Clusivol saw that as a way to hook the consumer -- use real-life situations to let consumers see how relevant the product can be in their everyday lives.


And are these the reasons why there seems to be a deluge of commercials w/ the madrama or tugs-at-your-heartstrings approach? Like the Loren Legarda one for Ariel "May mga panahong mahirap maging babae..." (geez, lady, it's just a detergent!) :rolleyes: the McDo Karen/Gina ad (ako lang ata sa buong Pilipinas who didn't go completely crazy over this one so...RIGHT ON TARGET!!! :lol: GREAT ad, though. Completely Filipino. Fed on every apo's guilt trip but in a subtle way. Others include yung Clusivol nga, Globe "Katrina" ad, Enervon ad - the one w/ the young couple about to go to bed. Is it just me (& my brother) or is there a trend being followed? Just asking.

Yeah, it may irritate us, but somehow...I feel this ad worked for the target market. And if ever business did move for them, I'm assuming most of the purchasers were housewives...

I think I hear husbands groaning :lol:

but whether you like it or not, that clusivol ad did serve its purpose of changing the image of clusivol from "pang-mayaman" to "pang-masa", and that should certainly shoot the sales figures way up.

Yeah, but I bet even the "masa" husbands didn't exactly gulp down their vitamins 'cause of this one. Way too much reality for a TV ad. I'm sure they hear enough nagging from their real wives.

i do understand marketing/ brand objectives! and how ads must deliver these. but surely, you will agree with me that there are always several different ways of delivering the same objective, two ways i can think of are (1) the tasteless and (2) the tasteful. the clusivol ad belongs to one of these.

1) the tasteful - Pharmaton commercial w/ husbands talking in a locker room

Q: What does it take to make your wife happy?
Husband #1: I buy her jewelry, take her to trips abroad...
Husband #2: Hmmmm....about P20!

But I guess this isn't pang-masa, though :hmm:

2) the (not so) tasteless - I guess this one's borderline. That Enervon commercial w/ the young couple about to go to bed - they were talking about how the husband's day went w/c predictably, was pretty tiring but because pinag-Enervon sya... Wife asks gently, "Matutulog ka na?..."

Much more subtle & can appeal to a wider market range but the plot's too old. I think it's been used even for energy drinks (Red Bull's "Tatagal ka ba?")

*Carrie Bradshaw voice* Do husbands really need vitamins to make love to their wives?! :lol:

Guess it's pretty hard to sell multivitamins...

3) the tasteless - Ok, this one's not an example of bringing things down to masa level since it's for an entirely different product: that ad for a laundry bar w/ the tagline "Tulad ng Mister ko, TIGASIN!!!" as wife turns sideways to reveal that she's very much pregnant. ANO BAAAAAHHHHH!!!!!! :scream: It's so distasteful. Surely, there are other ways to be "masa" w/o offensive double entendre. The Surf "Lumen" campaign was successful at that.

ps : i feel the same way about most liquor/alcoholic drink tv ads aired in the philippines. have you seen the pornographic posters of these brands???

Sadly, it's been that way since the '70's. Starlets in Tanduay shorts, anyone?!

[abcxyz]

the convenient excuse/s for coming out with tasteless ads are +pang-masa kasi/broad cde, +strong slice of life, +its what works, look at popular tv shows, chismiss shows and tabloids, +its what builds business...

are the masa really that foul, crass and dumb? i disagree with this completely. there are a lot more successful brands there with tasteful ads that cater to exactly the same broad cde target market.

sure these can be true, but the point is advertising people DO HAVE CONTROL! bec its the ad people who create these ads. they can choose what to present and what not to present to clients.

sure the client can ask for these tasteless ads, but the ad people can present alternatives. or voice out their issues. in other words persuade the client not to do it. wonder if this is being done at all?!

bad enough we have near naked actresses on noontime shows and local soaps, why add more to it?

[abcxyz]

have you seen this new tv ad of coke?? iyong thematic, set on the beach..... i almost did not understand the tv ad first time i aw it. the editing was bad! the dissolves to communicate the "daydreaming" coming alive was not well established, too short/too fast. and the ending was also too short to appreciate back to reality. na-inlove iyong editor sa kuwento noong dream coming alive. sayang!

[solace]

Question...

How far can we go without offending the television viewer?

How irreverent can advertising be without being offensive or tasteless?

This has been boggling my mind for some time now. How do you guys feel about homosexuality in TV commercials? Is it alright to talk about contraception? Single parenthood? Crack green jokes? I wonder about the boundaries.

[abcxyz]

Originally posted by solace
Question...

How far can we go without offending the television viewer?

How irreverent can advertising be without being offensive or tasteless?

This has been boggling my mind for some time now. How do you guys feel about homosexuality in TV commercials? Is it alright to talk about contraception? Single parenthood? Crack green jokes? I wonder about the boundaries. where the boundaries are? its really hard to tell.

but i think there is difference between being irreverent and being tasteless and offensive. most could probably take irreverence. taking it the edge or being edgy does not necessarily mean boorish and crass.

sometimes i wonder about creative directors ---- often times they are irreverent/tasteless for the shock value of it, not necessarily related to brand personality and marketing/advertising objectives. siguro kasi mas madali talaga iyong gumawa ng mindless ads.

[Leigh]

Txtrs 5 banners in Quirino:

I saw Globe Banners in Quirino the other day, promoting Txtrs 5. a lot of banners in one line, one promoting the 5 million, another promoting 5 BMWs..but no banner mentioned how to join Txtrs 5, i felt that they could have used these banners to get instant contestants or instant texters.

Globe radio ad - personalized call
i can't remember the exact one but there was this guy calling a person from a pager and he was leaving a message for the girlfriend, and basically the commercial was saying that that was how personalized calls were and now, it's "really more personalized" with your celphones.

Surf Campaign
i am not actually a fan of bus advertising but when i saw the bus ad for Surf, i said: "perfect market"! It was done well and the bus was clean - maybe it was just new. I hate it when the bus is all dirty and it's supposed to be a commercial medium.

is it just me or is the "Surf Family in Manila" a faster series now? First they came out with the commercials with the MRT then now they have this commercial with the light post. That was a fast shift. The first commercial wasn't even "too hot" yet when they came out with the 2nd edition.

Coke commercial - Beach edition
i didn't like it at all, comparing it to Coca-Cola Musicola, if i give the other one a 9, this new commercial is a far 3.

[solace]

Originally posted by abcxyz
where the boundaries are? its really hard to tell.

but i think there is difference between being irreverent and being tasteless and offensive. most could probably take irreverence. taking it the edge or being edgy does not necessarily mean boorish and crass.


I'm interested in knowing what commercials you consider irreverent and edgy, and what you consider tasteless. :)

For example, I find the Pharmaton Locker Room TVC irreverent but it's not crass, though. So that's okay. Now, there's this TVC with Sunshine Cruz in a flimsy slip of a dress dribbling a basketball...sheesh. :rolleyes: I don't even remember what product was being advertised. I do know it wasn't for a basketball nor was it for lingerie. THAT was offensive to women AND crass.

sometimes i wonder about creative directors ---- often times they are irreverent/tasteless for the shock value of it, not necessarily related to brand personality and marketing/advertising objectives. siguro kasi mas madali talaga iyong gumawa ng mindless ads.

Tell me about it. Sometimes the Creatives fall in love with how much impact their ads have "shockwise" vs. businesswise. It's definitely easier to create mindless ads. Gosh, it's easy to create mindless strategies. Then again, why would you do such a thing? Idleness, I guess. Laziness to think of something innovative AND substantial. Okay, enough, I won't gripe here. :D

[solace]

Originally posted by Leigh

Surf Campaign

is it just me or is the "Surf Family in Manila" a faster series now? First they came out with the commercials with the MRT then now they have this commercial with the light post. That was a fast shift. The first commercial wasn't even "too hot" yet when they came out with the 2nd edition.


What do you mean by faster series? More sequels coming out in a short span of time, you mean? :)

I guess there's a lot of competition in the laundry category that's why Surf's coming out with a whole new look and plot for their telenovela series. ;)

[Tigger]

I saw this ad for instant noodles (forgot na the brand) a couple of times. And I really hate it as in REALLY HATE it. May song pa siya basta the plot was the mom was stuck in traffic and "gutom na ang mga anak at si mister pagod na..." like HELLLOW? Instant noodles lang yon bakit di na lang yung mister ang magluto? Di ba nila naisip na baka pagod din yung mom? Sheesh! :mad:

[Bratinella]

Originally posted by solace
Question...

How far can we go without offending the television viewer?

How irreverent can advertising be without being offensive or tasteless?

This has been boggling my mind for some time now. How do you guys feel about homosexuality in TV commercials? Is it alright to talk about contraception? Single parenthood? Crack green jokes? I wonder about the boundaries.

:hmm: This is a tough one considering all responses are subjective. But generally, ads that put women in a bad light are offensive & tasteless like that laundry bar I mentioned w/ the "Tigasin!" tagline or that one w/ Sunshine Cruz like you said (I think that ad was either for an energy drink or liquor brand, I didn't recall the product din) :lol: That Pharmaton Locker Room ad was slightly offensive din, if you think about it, since it implied that it only takes sex to make women happy but the emphasis was more on how to become a better husband by putting the wife's needs & wants first. And it was executed as a funny joke that had everything to do with the product unlike that very crass "Tigasin" line that was just thrown in at the end of the commercial for shock value (sooo out of the blue & wala naman talagang koneksyon dun sa effectivity ng product).

To answer your questions about certain topics:

homosexuality - that Ponds commercial w/ 1 girl & 2 guys who were gay & holding hands pala as the girl realized at the end of the commercial :lol: That was okay. I liked it. Subtle & amusing. Felt for the girl there. Too many hot men are too gay these days but I digress...:D

contraception - yes

single parenthood - yes

green jokes - I don't think so. Too many people might get offended.

Well, these are just my opinions. I don't know think the Catholic Church will agree to these :teehee: Commercials about single parenthood?!!! Hmm...that'll be the day :)

[abcxyz]

Bratinella i agree generally with whats been said here. dont filipinas get offended by all of these? some of the ads portray women as wanted sex, as sex objects or targets. whey are they not complaining?

this revicon ad is another mindless vitamin ad for sex. and it seems all vitamin e and most multi-vitamins are poisitioned for sexual prowess nowadays.

why is that?????

with so many vits positioned for sexual prowess, why recommend another one??? whatever happened to "uniqueness"???!!!!

Tigger --- good point!

[Bratinella]

Originally posted by abcxyz
Bratinella i agree generally with whats been said here. dont filipinas get offended by all of these? some of the ads portray women as wanted sex, as sex objects or targets. why are they not complaining?


Well, I am :teehee: and I'm sure most Filipinas are offended. But it seems like there's not too much we can do about it except rant. The thing is, these starlets/actresses asked to be the image model for say, a liquor brand, generally regard this as a boost to their careers. Why they think that I do not know. It isn't the Pirelli calendar, for cryin' out loud. Guess it all boils down to the money they get :shrug:

this revicon ad is another mindless vitamin ad for sex. and it seems all vitamin e and most multi-vitamins are poisitioned for sexual prowess nowadays.

why is that?????



I seriously do not know. If I were a man, I'd be offended! :lol: I guess they're milking the "Sex sells" theory for all its worth. The effect is quite hard-sell if you ask me. I mean, if the ad was for something like Viagra then the poduct's claim would've had some validity.

with so many vits positioned for sexual prowess, why recommend another one??? whatever happened to "uniqueness"???!!!!

Umm... nawala? :teehee: I agree. Sa sobrang dami claiming the same thing, di tuloy maalala kung Enervon, Revicon, Pharmaton...
Mas mabuti pa they push the product to promote a healthy lifestyle like the one Richard Gomez did for Squibb Vit. E (although I don't know what the hell was he thinking promoting a vitamin that's "good for the heart" while endorsing cigarettes at the same time) and the more recent one w/ Eula Valdez for Myra 300 E At least kahit same storyline hindi offensive and they're promoting the product for what it was intended for.

[solace]

Originally posted by Bratinella


:hmm: This is a tough one considering all responses are subjective.

True, true.

When your ad calls for irreverence, how do you hit your target market without offending anyone else?

That's the hard part.

[abcxyz]

Originally posted by solace


True, true.

When your ad calls for irreverence, how do you hit your target market without offending anyone else?

That's the hard part. there are of course pre testing consumer research you can do to find this out.

just a point ---- there is a new wave in advertising now and the core of it is emphasizing the importance of BRAND CHARACTER (as opposed to previous waves of "end result" or "end benefit". and when you do offend, or is offensive or has sleaze, its the brand character that gets hit the most.

[solace]

I guess there's a brand character wave because there are so many products in the market offering almost practically the same benefits...all that's left for you to do to differentiate yourself is through image and character. That's not a bad thing.

Check out Smart and Globe. Globe has such a classy image. Galing ng advertising nila ngayon. But product-wise, Smart is definitely better. I think they have to work harder to up their image.

Going back to the irreverence talk, pre-testing can only go so far. I think there will always be someone who's going to be offended by whatever irreverent advertising there is. Subjective talaga.

[abcxyz]

SUNSILK SHAMPOO TV AD : "It looks like a magic!" that is so irritating to hear. Can someone ask JWT to change it please!

[yojimbo]

for more harsh reviews on phil advtg, go to forums.delphiforums.com/cafecreatives/start

[Bratinella]

Originally posted by abcxyz
SUNSILK SHAMPOO TV AD : "It looks like a magic!" that is so irritating to hear. Can someone ask JWT to change it please!

We were just talking about this in pinkmoon's thread: English grammar mistakes that irk you to no end (http://www.pinoyexchange.com/forums/showthread.php?s=&postid=2251274#post2251274)

Sunsilk nga ba? firebolt said it's Cream Silk http://www.peyups.com/images/phpbb/icons/peyupsdotcom_whatever.gif <---off-topic: I miss this smiley!!!

Back to topic:
Wala tuloy naka-recall kung anong brand...kung shampoo ba o conditioner....:)

[solace]

That's a Cream Silk ad. :) And yes, sana nag-retake man lang sila for that girl. Sayang.

[WhItEFox]

I've got questions.

Do advertisers still put emphasis on the ads that promotes Filipino values? Have you heard of the Adboard's Araw awards?
Are advertisers nowadays conscious of the values that they might promote through this kind of ads? and lastly
do ad agencies feel the need for competition in awards program like these like in the usual Ad congress? :)

[solace]

Something to keep us ad people on our toes... (http://www.pinoyexchange.com/forums/showthread.php?s=&threadid=87198&pagenumber=1) ;)

[solace]

Originally posted by WhItEFox
I've got questions.

Do advertisers still put emphasis on the ads that promotes Filipino values? Have you heard of the Adboard's Araw awards?
Are advertisers nowadays conscious of the values that they might promote through this kind of ads?

I think values pervade almost every TV commercial. Some just make it more overt than others. For example, the "Suportahan ta ka' PLDT commercial put an emphasis on family relationships and maybe even education to some extent. (The clear phones lines product talk sinks in after you watch the whole TVC).

Another route is the way Surf Bar did it. They used to put more emphasis on their bar giving the same clean that an expensive bar gives. More product talk, but the value being subtly communicated was the housewife being "wais" -- balancing being good with the budget, a good Mom, and a good wife. So values are all around, whether they're overtly displayed or subtly presented.

Values are so much a part of Filipinos that advertisers who put values upfront connect with their market more. So yes, advertisers can be conscious about values being promoted in particular ads. ;)

and lastly do ad agencies feel the need for competition in awards program like these like in the usual Ad congress? :)

Is the sky blue? Is the Pope Catholic? Am I asking you questions right now? :D

[CaRaMBa]

Shoot, di na ako makahabol sa discussion niyo. I'll just post some stuff.

Ponds
I didn't get it that the guys were gay. Slow ko.

Creamsilk
It's sad for Sunsilk that some people think that "It looks like a Magic" ad is theirs. What's this? Bad branding? Or is it just the name, both having the word "silk"? For me, Sunsilk is all about "Paganda nang paganda" so with me, their branding is fine. But it seems that for some people, it's not automatic. What happened here?

As for the ad, what's with the wrong grammar? Did they check the ad before they aired it? Or was it intentional? To give it a "real" effect? :wondering:

Values in Ads
My question is, do the advertisers push "values" because they really believe in them, or for awards? :) Just wondering.

McDo
McDo has a new ad, the "dada" ad. I kinda have a problem with it. Yes it's cute, but somehow the ad says that bribery is okay. Am I just taking it too seriously?

As for their "Unbelievable" commercials, I think they lost consistency with the latest Efren Bata Reyes ad (gameshow). The question was just too obvious, it made Efren Bata Reyes look stupid. I didn't think it was "unbelievable". They should have used a different question instead. Something like "What color is the nine-ball" or something else. There's just something wrong with the question "Anong number ang nasa 9-ball?".

Coke
I still like their new commercial. It's obvious that it still follows the "Coca Cola Musicola" theme. However, I don't see the connection of Jericho Rosales and Piolo Pascual to the theme. They should have chosen singers instead (I know Piolo Pascual sings but he's really not known as a singer). Also, they shouldn't have used Parokya again, since they didn't use the bands and artists from the first commercial also. I liked the commercial because I like the message - the message that I understood from it is that with Coke and close friends, you can still have fun no matter what. :)

[abcxyz]

"It looks like a magic" is probably a Creamsilk tv ad. Either way it sucks.

Allowing "gramatical errors" in ads is normally used in real women testimonials that are mostly done by detergents in this country. It becomes more endearing and sounds more "real".

Is the Creamsilk TV ad real women testimonial (I am nto sure)? I saw it as a tv ad with paid talents.

By the way its not the first time this brand (Sunsilk or Cremesilk) has had gramatical errors ---- one of these brands have a billboard on buses that had a Pilipino line that used "ng" rather than "nang". Sorry, I can't remember the line now, saw it only once.

[abcxyz]

Originally posted by WhItEFox
I've got questions.

Do advertisers still put emphasis on the ads that promotes Filipino values? Have you heard of the Adboard's Araw awards?
Are advertisers nowadays conscious of the values that they might promote through this kind of ads? and lastly
do ad agencies feel the need for competition in awards program like these like in the usual Ad congress? :) i will not put too much credit to advertisers and ad agency people on being noble enough to promote pinoy values.

having pinoy values in thematic ads, i believe, is PURELY incidental. i dont think there is an intention to promote these values. they have these there not to promote values but to make the ads more "realistic" and "more pinoy".

look, they are the same advertisers and ad agency people who come up with these sleazy ads with naked women in them and ads that insult filipina women.

but i am not complaining. it is always good to have ads that include pinoy values and for consumers to take away pinoy values out of them. this country needs an infusion of VALUES real bad.

[Bratinella]

Originally posted by abcxyz
Is the Creamsilk TV ad real women testimonial (I am nto sure)? I saw it as a tv ad with paid talents.


They got real women & gave them hair makeovers. I figured they didn't edit that girl out 'cause she was very pretty. She was a regular consumer who looked "pang-commercial" so maybe they thought, "sayang naman kung aalisin natin, what she said naman was unscripted." Still, I think they should've corrected the girl. Nothing wrong w/ a little constructive criticism. Nakakahiya kasi for her. The testimonial didn't come across as endearing.

[wunderkind]

Originally posted by CaRaMBa

McDo
McDo has a new ad, the "dada" ad. I kinda have a problem with it. Yes it's cute, but somehow the ad says that bribery is okay. Am I just taking it too seriously?



No you're not. I have the same sentiments as you do. It's 'nakakatuwa' if you're going to look at it as a commercial per se. BUt if you're going to look at it further, bribery is very obvious in the ads. Plus another comment I heard from this ad is the presence of "corrosion in the family" especially with the questions the mother asks to her daughter (Sinong mas love mo? or words to that effect).

Maybe the ads in general somehow reflect what's going on in our society. :rolleyes: .

Just an opinon.

Pax!

[abcxyz]

Originally posted by Bratinella


They got real women & gave them hair makeovers. I figured they didn't edit that girl out 'cause she was very pretty. She was a regular consumer who looked "pang-commercial" so maybe they thought, "sayang naman kung aalisin natin, what she said naman was unscripted." Still, I think they should've corrected the girl. Nothing wrong w/ a little constructive criticism. Nakakahiya kasi for her. The testimonial didn't come across as endearing. i agree. maybe i should watch that commercial again. i did not get it as a real women testimonial.

did the tv ad have supers on it stating her real name?

womder how her life is now --- friends and officemates and family forever reminding her of it --- "like a magic!"

[abcxyz]

i agree with CaRaMBa and wunderkind on the DADA mcdo ad yes i saw that too as bribery.

it has become inconsistent with what mcdo has been doing with its ads that started with the lolo and karen (?) tv ad.

too bad for mcdo and leo burnett --- a good start killed towards the end.

i also think its not a realistic story. the child in the commercial is not yet of speaking age --- children that age will always tell the truth and will unlikely be bribed. i dont think kids at that age will understand the consept of bribery as well as it is portrayed in the commercial. the child at that age will most likely point to the mom, with or without bribery. at that age portrayed in the tv ad, its all mom. (children take to dads at around 4 yrs of age.)

we were just discussing values in this thread....

[solace]

When I first saw this, I thought it was cute. And THEN I started thinking about the ad.

My first issue. You guys are right, I don't like the bribery angle of the TVC either. Just when McDo was promoting good family ties (the Karen-Gina-Lolo thing), this one pops up. Not exactly a commercial that drives family values.

My second issue. Isn't the kid too old to be saying "Dada"? She looks like a 4 or 5 year old. Kids at those ages already say Daddy or Mommy. It wasn't believable. I'm sorry but I really thought the kid was handicapped. I even thought it was a Jollibee commercial at first since they used the deaf-mute girl as a talent. When the McDo branding came in the end, it was a surprise to me...not exactly a pleasant surprise either. :rolleyes:

[WhItEFox]

Back to values

I know the McDo "Karen" ad really clicked but do you think there will be a trend for ad agencies to create more ads with values, for them to be recognized by an awards program for their effort to create an impact on society (if that's really their purpose other than to sell)?

I am writing an article about this, although I cannot inject my own opinion, at least I get to know what do ad people think about these values in ads.

Thank you abcxyz and solace for your opinions.

I have only seen the latest McDo ads once because I seldom watch TV so I cant give my opinion about it. But I always read the articles about Ads in newspapers so I hope I can still keep up with your discussions here.

:D

[solace]

Originally posted by WhItEFox
I know the McDo "Karen" ad really clicked but do you think there will be a trend for ad agencies to create more ads with values, for them to be recognized by an awards program for their effort to create an impact on society (if that's really their purpose other than to sell)?

As long as the promotion of values suits the product, why not? But I don't think there's a trend. The promotion of values has always been present in advertising, some products just do it more overtly than others (I've mentioned examples of this earlier.). And as for agencies writing values ads just for awards, hindi malayo.

I am writing an article about this, although I cannot inject my own opinion, at least I get to know what do ad people think about these values in ads.

Interesting. Can I have a copy when you're done? :D

[WhItEFox]

solace --The angle is about Araw Values Awards, so as I've said earlier, I can't really put my own opinion about it, I just want to hear the ad people side. But the organizers said they are aware about the need of this advertising industry to be socially responsible.
Sure. I'll inform you about its release. :D

[solace]

Thanks! *okay*

[Bratinella]

Originally posted by abcxyz
i agree. maybe i should watch that commercial again. i did not get it as a real women testimonial.

did the tv ad have supers on it stating her real name?


I think so, yes. If I remember right, they flashed the names very briefly during the middle of the ad to introduce the girls but not during their actual testimonials.

womder how her life is now --- friends and officemates and family forever reminding her of it --- "like a magic!"

Hope she doesn't PEX! :hiya: I kinda feel guilty talking about her in 2 threads already! :redsmile:

At least she got paid, though (in some way, at least). What do real consumers get when they agree to give testimonials in ads? Don't they get some money or is it just the exposure & one-year supply of the product or something?

[abcxyz]

Originally posted by solace
When I first saw this, I thought it was cute. And THEN I started thinking about the ad.

My first issue. You guys are right, I don't like the bribery angle of the TVC either. Just when McDo was promoting good family ties (the Karen-Gina-Lolo thing), this one pops up. Not exactly a commercial that drives family values.

My second issue. Isn't the kid too old to be saying "Dada"? She looks like a 4 or 5 year old. Kids at those ages already say Daddy or Mommy. It wasn't believable. I'm sorry but I really thought the kid was handicapped. I even thought it was a Jollibee commercial at first since they used the deaf-mute girl as a talent. When the McDo branding came in the end, it was a surprise to me...not exactly a pleasant surprise either. :rolleyes: oh oh --- this ad is in bigger trouble than i thought. re --- a 4/5 yr old child not able to talk!!!

[abcxyz]

Originally posted by Bratinella
At least she got paid, though (in some way, at least). What do real consumers get when they agree to give testimonials in ads? Don't they get some money or is it just the exposure & one-year supply of the product or something? to be faithful to the idea of real women testimonial -- the talents should not be paid like commercial models are paid. at most they are supposed to be paid some token fee.

the idea here is that ---- the real woman appearing on the ad is saying what she "truly" feels. if she gets paid, then you can question her honesty and sincerity.

[abcxyz]

Promoting Values In Ads I disagree that we should ACTIVELY and INTENTIONALLY promote values in advertising. Advertising is not the appropriate place for it.

Adverttising is a marketing tool. Its main purpose is to to generate business, to make money. Commercialism, generating profits in many ways is inconsistent with values.

Advertising can NEVER be neutral and obejective. Its very nature is it has a skew towards a certain objective (profits!), a certain brand positioning and is always against another brand. It is subjective and biased. It has ulterior motives.

What will happen is that the value the brand will champion will be for its own benefit, not for the good of the many or for some unselfish gain. Ads are for some selfish gain. Values are the good of the many.

As posted previously --- I dont believe admen intentionally promote values in their ads. Sure they are there but its an accident.

The "values" you see are the audience's perception, your own take away of it.

What the adman put in, is a consumer insight, a psychographical input, a slice of life, some relevant and realistic factoid. These are not values.

That is why the mcdo ad ended up that way in the Dada tv ad. The Mcdo ads are not about values -- they were about slice of life situations that most likely happen in thier restaurants. Thus they had the series, including the last one, Dada.

But --- we as the audience saw it as promoting values. But to the to the admen who did the Dada tv ad, it was consumer insight/slice of life chosen badly.

I also feel it is not right for the ad industry to take up value promotion as a matter of course in brand building. If this happens, it will be the start of the end of the ad industry in the Philippines.

If the ad industry took on promoting values as a matter of course in brand building ads ---- how different is that from propaganda?

[abcxyz]

its ok, have some fun right now ----> this time? click here (http://64.4.30.250/cgi-bin/linkrd?_lang=EN&lah=2750a99cf78900d9a174b463465fabf4&lat=1020406923&hm___action=http%3a%2f%2fwww%2ezthing%2ecom%2fzthings%2fcereal%2ehtml)

[solace]

Originally posted by abcxyz
Failed Commercials -- click here (http://64.4.30.250/cgi-bin/linkrd?_lang=EN&lah=c5d7c8df607bc3cad2089b645cb7b81a&lat=1020386083&hm___action=http%3a%2f%2fwww%2ezthing%2ecom%2fzthings%2fcereal%2ehtml) <-------- .its ok, have some fun right now

Link's not working! :(

[abcxyz]

Originally posted by solace


Link's not working! :( try again. i re-did it.


ooooops --- dont do it yet. tried it just now. not working yet. let me look at it again...

[abcxyz]

read in Cocktales at PDI today that the Mcdo TV Ad DADA (bribery ad) WAS pullled off the air by mcdo. is this true?

it appears a couple of senators compalined about the "bribery" story depicted in the tv ad.

......was just what we were discussing in this thread.

i would love to hear from leo burnett on how this happened at all???!!! they were doing a good job starting with the karen ad.

[solace]

No kidding? Gosh. Anyone from HLB who could help clarify this?

Hey, the Karen-Lolo TVC won Ad of the Year at the Creative Guild!

[WhItEFox]

This is the news article about it.

It’s back to Karen and Gina

By Cynthia D. Balana


NOW it’s back to “Karen and Gina.”
McGeorge Foods Corp., holder of the McDonald’s franchise in the country, has pulled out a TV commercial showing a young girl receiving French fries under the table from her “Dada” (father) in exchange for her favorable reply to his questions.
McDonald’s withdrew the commercial after Senate President Pro Tempore Manny Villar and Sen. Juan Flavier raised an uproar over it, saying it was sending the wrong message to viewers.
Flavier and Villar, known for espousing the value of hard work and discipline, said the advertisement may look “cute” at first but in the end, it projected the wrong values of bribery and dishonesty among children and adults.
Informed of the senators’ negative reaction, Manny Gutierrez, customer service officer of McDonald’s, called up Villar and assured the senator that the commercial would be pulled out immediately.
Villar said Nick Gabunada, senior vice president for sales of ABS-CBN, confirmed the pullout. Gabunada said ABS-CBN received instructions not to use the controversial “Dada” ad.
In its stead is the multi-awarded “Karen and Gina” commercial, which was widely accepted by viewers, including Flavier, because of its appeal to the youth and the elderly. The ad had also become a household vignette.
The “Karen and Gina” commercial shows Karen, a teenage girl whom her senile grandfather mistakes for “Gina.” In the end, the grandfather is shown halving his cheeseburger and wrapping the other half for his “favorite” granddaughter, Karen.
The gesture brings a smile to the teenager who had thought her grandfather had forgotten her.
Decision lauded Villar lauded McDonald’s for its decision. “It at least shows that they (McDonald’s) are willing to accept that they indeed made a mistake with the particular advertisement,” he said.
“Their swift action on this matter shows that they know how to act in response to valid criticisms,” he said.
Villar advised advertisers to be more discerning with the kind of commercials they use to promote their products.
“They must be sensitive to Filipino values and see to it that it does not influence viewers in a negative way,” he said.

[abcxyz]

Memo To Leo Burnett (Part One)

We are sorry to hear about the pull-out of the "Da-da" tv ad of McDonald's. It's a pity that some production funds have been wasted.

Its a bigger pity, even that the present campaign's excellent run that started with the award-winning "karen-Gina" ad would be pulled down to where it is now.

We have questions to ask, I hope you will not mind us asking them.

Is it really that hard to sustain greatness?

What happened to the team that developed the present campaign? Was there a change in team members?

Was the copy strategy, specially the brand character statement, changed?

Did anyone do a campaign analysis? Putting down on paper the key strategic and executional equities of the campaign? Was a brand architecture done? Was each storyboard assessed against these?

These are the questions for now. I am sure others will add a few more questions and points.

Finally, would you consider assigning someone to read this thread? If you did, you would have read negative comments said about the ad even before the sanators/congressmen have taken it up in public.

Please await other memos to follow....

(Hmmmmm.... note to self : may value pala itiong thread na ito!)

[abcxyz]

Originally posted by CaRaMBa
McDo
McDo has a new ad, the "dada" ad. I kinda have a problem with it. Yes it's cute, but somehow the ad says that bribery is okay. Am I just taking it too seriously?


this was the first time someone commented on the mcdo ad. am i right?

[solace]

Originally posted by abcxyz


this was the first time someone commented on the mcdo ad. am i right?

Yup.

And may value talaga 'tong thread na 'to. That's why I subscribe to it. :glee:

:haloangel:

[abcxyz]

aboitiz courier billboard in cubao, headline reads something like "parang chismis, siguradong makakarating"

thought that was a very creative way to communicate speed and reliability. and easily communicates the positioning and the benefit to its intended target market - broad c/d/e.

unexpected iyong use of chismis. i was surprised that chismis pala can communicate positive benefits!

to me, crafting is superb - its easily an intelligent line, not intellectually difficult to understand.

sana may tv ad.

should win an award. 5 out of 5 stars!

[solace]

Originally posted by abcxyz
aboitiz courier billboard in cubao, headline reads something like "parang chismis, siguradong makakarating"

thought that was a very creative way to communicate speed and reliability. and easily communicates the positioning and the benefit to its intended target market - broad c/d/e.

unexpected iyong use of chismis. i was surprised that chismis pala can communicate positive benefits!

to me, crafting is superb - its easily an intelligent line, not intellectually difficult to understand.

sana may tv ad.

should win an award. 5 out of 5 stars!

I saw this ad, too. I love it. *okay*

Okay, billboards I hate: Tanduay billboards. Isabel Granada is the new Tanduay girl. Geez. :rolleyes:

I also hate the Jianshe billboards near Guadalupe. I mean, Ara Mina? *sigh* Are they targetting women motorcycle drivers? Or are they just using her to lure males to buy Jianshe machines? In any case, I think those billboards were done in poor taste.

[WhItEFox]

Oh I hate that Jianshe billboard, too. What's with Ara Mina and motorcyles anyway? I think it just wants to make men think that they can have girls like Ara Mina when they buy that motorcycle. :rolleyes:

About the Dada ad again:

There will be an article about it coming out on Friday in PDI. It contains mixed views about the said ad. Some (mostly parents) do not see any bribery angle with the ad, saying it's just a slice of life. Others really see that the ad really shows bribery.

I have the same question with what the article is asking.
what is the adboard doing about it? aren't they supposed to sit as the jury before this ads are aired?

Adboard makes me confused. And I even have an article about them promoting the Araw awards.

[abcxyz]

Originally posted by WhItEFox
About the Dada ad again:

There will be an article about it coming out on Friday in PDI. It contains mixed views about the said ad. Some (mostly parents) do not see any bribery angle with the ad, saying it's just a slice of life. Others really see that the ad really shows bribery.

I have the same question with what the article is asking.
what is the adboard doing about it? aren't they supposed to sit as the jury before this ads are aired?

Adboard makes me confused. And I even have an article about them promoting the Araw awards. adboard acts only if there is a complaint raised by someone (ad agency or anyone who likes to pay the fee). and will render judgement based on the adboard rules.

ads are approved for airing also based on these rules.

bad or good taste is not part of the rules.

[WhItEFox]

Okay. I was just confused about this:

All ads--whether for print, radio or television, have to go through the Advertising Board of the Philippines before they are even aired.
The Advertising Content Regulation Committee of Adboard is supposed to sit as judge and jury to determine if the ads are fit for public consumption.
and
Adboard’s mandate states that “all radio and television advertisements must be submitted to the Adboard for clearance prior to the release to media.”

[abcxyz]

Originally posted by WhItEFox
The Advertising Content Regulation Committee of Adboard is supposed to sit as judge and jury to determine if the ads are fit for public consumption.
not true. adboad DOES NOT JUDGE an ad if its fit for public consumption in terms of quality of the ad, or moral value, or right and wrong.

what it checks basically is : are the claims made in the ad supportable? if it claims "controls dandruff", does the product have in its formula something that does that. product performance issues.

the DADA mcdo ad does not make any product claim at all. so it should have passed the adboard very easily. there are no provisions contained in the adboard rules and regulations that the mcdo ad violates.

[WhItEFox]

I see. The writers tried to reach the ACRC but they declined to comment about it. That is why I want to ask about adboard's role about it. Thanks, anyway abcxyz for the explanation.

[abcxyz]

Originally posted by WhItEFox
I see. The writers tried to reach the ACRC but they declined to comment about it. That is why I want to ask about adboard's role about it. Thanks, anyway abcxyz for the explanation. sure thing. no, they will not comment on it. they have no right to and cannot have an opinion on it.

also, part of the adboard rules is that the adboard, the ad agencies, clients and ll others in the ad industru are prohibited to publicize in any way or manner any adboard decisions. there is a fine if any in the industry does it.

also, the phlippine board of advertising and the rules and regulations the philippine ad industry has adapted for itself, the whole system is the most admired in asia. it works extremely well.

[zimdude]

And then the McDo chiefs and the senators were in a photo news item. (Philippine Star if I recall right) Press release? :confused:

[hermes]

LBC (print ads) - like the anti-aging cream jar : simple, no clutter, light and with a little humor halos walang text but you really get the point!

GLOBE & SMART ROAMING TVC - Globe came up with the "pia" ad last year, now smart's showing New York calls best friend in Manila ad.... love it!!!!!!
:cool:


SMART PRINT ADS -Ang LABOOOOO!!! Especially yung mga ringtone/logo ads nila!

hmmmm......:rolleyes:

to be continued.........;)

[Bratinella]

Hey WhItEFox! I think it was your article that I read yesterday in PDI - the one about the adboard & the araw awards? *okay* It answered a question that I posted here about the sudden surge of "madrama" commercials. Di pala. 1986 pa to promote values. I guess the advertisers are just more aggressive now ('cause of the awards?) :winky:

Thanks!

*okay*

[WhItEFox]

Yeah Bratinella , thanks for reading it. :D

I also have to thank abcxyz about some clarifications in the main article, my editor asked me to delete the part about the adboard as jury because of what abcxyz said.

[Bratinella]

naks! how informative this thread! :D Seriously, I learn a lot from this. Not the usual commercial-bashing. Talks about the ad industry din.

*okay*

[CaRaMBa]

Wow, I miss this thread.

Anyway, any comment on the new Alaska ad? The one with the girl named "Elena"?

I really like the Surf ads at the back of buses, which show Lumen and her mom waving at people. They didn't show the bar or anything. You just feel that "yep, Lumen and her family are in the city!" It's really like they're waving at you.

Abcxyz, just a question. I know that the No. 1 claim is a big issue with the adboard. How do they approve this claim - through third party research?

Regarding McDo, there was a nice article about it in the Inquirer yesterday.

[abcxyz]

Originally posted by CaRaMBa
Anyway, any comment on the new Alaska ad? The one with the girl named "Elena"?

Abcxyz, just a question. I know that the No. 1 claim is a big issue with the adboard. How do they approve this claim - through third party research?


i liked the "Elena" Alaska ad. showed mom's love for daughter in a humurous way. am so glad they did not show it through the usual pinoy sentimentality and teary-eyed drama. we have enough of that already in tv and rqadio soaps. that ad was on the verge of going overnboard into being utterly corny, but IT DIDNT. and that i thought showed some very good writing and directing. wonder who the director os?

no. 1 claim adboard rules very strict on this. yes, it needs to be third party audit, nielsen data. and you need to be number one in market share over the last 12 months. very credible.

[Leigh]

"Elena Commercial" - i also liked that commercial, was telling my friend about the commercial yesterday, saying that i really liked it, it was so Filipino- a doting mother, doing everything to "please" her daughter. Question, was it launched on Mother's Day or i just saw it yesterday? Would have been a perfect commercial to launch on Mother's Day.

Mother's Day Ads? - did you guys see any commercials related to Mother's Day? i know Globe changed the text in the "Katrina" commercial and made it "Happy Mother's Day. i luv you" instead of "ingat po, i luv you" any other commercial?

Smart Commercial - somebody mentioned Globe and Smart ads, Smart just lauched the Martin Nieverra commercials yesterday - 4 full paged print ads in the leading broadsheets and the tv commercials with martin singing "simply amazing"...what did you guys think?

Testimonials - recently a lot of commercials are all testimonials, it started with Dove if am not mistaken, then Pantene and Creamsilk then recently, it's Rexona...i didn't like the first commercial - the one with the "guy-crush experience", thought it wasn't natural, my guys friends don't usually say those things...the new commercial - with the girl and her MRT experience, i liked it better. Personally, i didn't like the whole Rexona - testimonial thing...it's not normal for Filipinos to talk about things "as personal as body odor", right? i remember one doctor telling me that body odor is similar to an-an and alipunga that Filipinos in general feel shy talking about in public. Am sure there's a logical explanation for this but hmmm...

Values in Ads - before the McDo problem, i remember that there was this radio ad with the start: "Hoy Bata..." then the next phrase would be something like "dapat kang makinig sa magulang mo". it was a values ad...but eventually they changed it to "bata,bata..." since they felt it was wrong to have the word "Hoy" in a commercial promoting good values.

[abcxyz]

HUMOR IN PHIL ADS im glad there are now a few commercials in the Philippines that has humor and wit in them. i hope this developes into a real trend. writing humor and wit into commercials is a very hard thing to do. it takes a lot more creativity to pull it off.

also, many successful and popular ads in the US and Europe have humor and wit in them.

am really getting tired of seeing demos, sex and pinoy drama in philippine tv ads.

[name]

Have you guys seen the new Mentos ad on TV? It's not really new because I saw it a month ago pa.

It shows a guy and girl in the girl's bedroom ( I forgot what they were doing .. if they were making out or were just hanging out), tapos the parents of the girl arrived .. so they kinda panicked. Tapos the girl ate mentos tapos she suddenly had an idea tapos the next scene shows the parents opening the door of the girl's bedroom tapos you can see the girl and guy in bathrobes and may towels sa hair tapos naka mudpack yung faces. so parang naging girl yung guy. so hindi nahalata ng parents na may guy don sa room ng girl.

whew. :sweatdrop2:

i found this commercial offensive. or am i too conservative? :teehee: it's like they're promoting to fool your parents, or something like that. I'm not against naman the fact that the guy was in the girl's room. Kung wala naman silang ginagawang masama, why were they acting guilty? Oh well. :)

[abcxyz]

New Smart "Simply Amazing Grand" Campaign

I think its either a waste of client's money or client really wants to enrich its ad agency by throwing all this money. Its an expensive campaign - that tv ad alone must cost at least 2.5x more expensive than the average tv ad to produce. tv media weights are very high too (60s or 45s ba?)

this radio campaign is also very expensive. very heavy weights and airing songs that at least is 2 minutes per song.

is it worth all the expense? -------> i do not think so.

the tv ad i thought was a hohum ad. we have seen very similar ads like that many times, smart itself does that every 3 years. not at all an ownable ad, it could be an ad for any brand that has national distribution (for the sake of argument, be blind to cell phone use).

the intent of this new campaign is to communicate gradeur, nationwide, leadership, vox populi.

does it do it? well it does somewhat. i guess they did not want it uplifting. but why do it in a non-ownable way? there can be other more interesting, more creative and more unique way of communication these same objectives.

i think one core problem of the campaign is that smart could not decide whether it wants to be "grand/celebratory" vs "emotional/melancholy".

one last note --- it lso does not help that martin has another radio song ad for digital samsung that has hmmm a similar feel to the smart song.

1.5 out of 5 stars.

[Kaboom!]

On the Smart Ads, I think there's been a general tendency to waste money when you have a lot to spend. Globe, Lever, Proctor, and other ad expense rich brands are an Ad Agency's dream.

Peace.

[CaRaMBa]

The testimonial ads were actually great at first. They were so real. However, since a lot (and I mean a lot) of brands use it now, nawawala na yung effect.

The Martin Nievera Simply Amazing ad - I think they had to come up with something "big" after the Globe "G" ads, that's why they came up with this (whether or not it's a waste of money). Para lang masabi na hindi sila naiwanan. What do you guys think? Is this a probable explanation?

[abcxyz]

Originally posted by CaRaMBa
The Martin Nievera Simply Amazing ad - I think they had to come up with something "big" after the Globe "G" ads, that's why they came up with this (whether or not it's a waste of money). Para lang masabi na hindi sila naiwanan. What do you guys think? Is this a probable explanation? yes, this is the most plausible reason for the new smart campaign. smart is a very tactical, shoot from the hip kind of marketer.

and also, i feel the globe effort is a great one. its a first in philippine marketing.

[CaRaMBa]

I think that's what happened with Kamiseta also - them getting Alicia Silverstone (for $500,000 ?!). They had to think of someone who would be 'better' than Leah Salonga, and I guess they couldn't find anyone? So they had to go for a Hollywood actress - oo nga naman, how can you beat that? I'm just not sure if it was a great idea. Hmmm maybe if it was another model, like Natalie Portman. I think Natalie Portman would have been much better (younger, more petite) but I guess she's much more expensive. It was a balance between having a Hollywood actress and the price. But still, I'm not comfortable with the idea of having someone from abroad endorsing "Kamiseta" here. Kamiseta strikes me as a Filipino brand.

[abcxyz]

Originally posted by CaRaMBa
I think that's what happened with Kamiseta also - them getting Alicia Silverstone (for $500,000 ?!). They had to think of someone who would be 'better' than Leah Salonga, and I guess they couldn't find anyone? So they had to go for a Hollywood actress - oo nga naman, how can you beat that? I'm just not sure if it was a great idea. Hmmm maybe if it was another model, like Natalie Portman. I think Natalie Portman would have been much better (younger, more petite) but I guess she's much more expensive. It was a balance between having a Hollywood actress and the price. But still, I'm not comfortable with the idea of having someone from abroad endorsing "Kamiseta" here. Kamiseta strikes me as a Filipino brand. binayaran naman kaya nila si silverstone?

it is embarassing some of the advertisers and ad agencies in the philippines, some of them try getting away with not paying royalties.

like this globe using "friends" scene snippets on abc tv. they get this short scenes from "friends" and end it with the globe logo. make it appear the cast of friends are appearing in glove tv ads.

they're inviting a lawsuit once the producers of the tv show see that. and the fees can be real astronomical. i also dont understand why the abc tv is allowing it.

[CaRaMBa]

abcxyz, I'm really not sure, but I think it works this way. The station has the right to air the shows, and the advertisers of the show can work around that. Something like San Mig Light and Survivor - I'm guessing that the deal is between Studio 23 and San Mig Light, not Survivor and San Mig Light. So Globe probably placed ads in Friends, that's why they did that.

[abcxyz]

Originally posted by CaRaMBa
abcxyz, I'm really not sure, but I think it works this way. The station has the right to air the shows, and the advertisers of the show can work around that. Something like San Mig Light and Survivor - I'm guessing that the deal is between Studio 23 and San Mig Light, not Survivor and San Mig Light. So Globe probably placed ads in Friends, that's why they did that. there is a difference between sponsoring THE SHOW and having the TALENTS appear in an ad.

the globe ad did not even mention "friends", the tv show. if they said something like "globe presents with pride "friends"" or "enjoy watching :"friends"" , then that can be argued as acceptable (although i think they can still be sued).

oooops .... did i just give mcann/globe an idea here?

do you know that even announcers of nba games get paid residuals for games played in other countries. that is why at times, the annotations of the announcers are not heard and local announcers do it.

sorry i dont know about the san mig and survivor thing so i cant comment.

[Bratinella]

Originally posted by CaRaMBa
The testimonial ads were actually great at first. They were so real. However, since a lot (and I mean a lot) of brands use it now, nawawala na yung effect.


I agree *okay* Sa dami, you start to doubt if some of those ads really used real consumers o paid talents na. Some testimonials sound so rehearsed.

I think Natalie Portman would have been much better (younger, more petite) but I guess she's much more expensive. It was a balance between having a Hollywood actress and the price. But still, I'm not comfortable with the idea of having someone from abroad endorsing "Kamiseta" here. Kamiseta strikes me as a Filipino brand.

I think so, too. It's a balance between a Hollywood actress & her price. When I first saw that, I thought sure, they used a Hollywood actress, but Alicia Silverstone isn't as "sikat" as she was before so she she couldn't have been as expensive as say, during her "Clueless" days. They used a Hollywood actress but they used somebody who's sort of "laos" na. Ang dating parang, Stateside nga, tipid naman. The clothes don't even go with Silverstone's image. I just don't think proper, "Pleasantville-looking" clothes match the somewhat sexy image of an actress who's done racy Aerosmith videos. Plus, there's the whole Kamiseta-being-a-Filipino-brand bit.

the globe ad did not even mention "friends", the tv show. if they said something like "globe presents with pride "friends"" or "enjoy watching :"friends"" , then that can be argued as acceptable (although i think they can still be sued).
Some ads for different products used this tactic before. That was okay. They could always argue they were promoting the show because they flashed the show's name & it was clear to the viewers that the clips were unauthorized. Then came those Globe ads you mentioned. I thought if they start to air these ads outside the "Friends" time slot lagot sila. They haven't gone to that extent naman but they have been airing those ads during "Friends" for a very long time now.

[abcxyz]

globe tv ads using "friends" tv show footages what makes this an obvious infringement and an obvuous malicious use of the images is that the layout of the end shot is SO VERY CLOSE to the layout of thier print ads.

the ad agency must be a fool for recommending this to the client bec the ad agency just exposed the client to a potentially huge lawsuit.

[CaRaMBa]

Enervon Prime has new vertical streamers along EDSA. 3 designs - the first 2 are just text, and the third one has an old guy model. The first 2 streamers remind me of toothpaste because of the use of the star.

I like the Nestle almusal tv ad. Can't say much 'cause I always just catch the end of it.

[bounce]

The Alaska ad was directed by Henry Frejas and featured cinematography by Raymond Red...astig!

Caramba...okey ba? Kasama ako dun! Kewl si Ate Shawie!!!

[Theia]

I like this GLOBE print ad showing the guy, sitting on the stairs, (back lang pinakita), talking to someone on his phone. on the uppermost part of the page, it said APOLOGIES . Cute lang siya. :)

[Bratinella]

Originally posted by abcxyz
globe tv ads using "friends" tv show footages what makes this an obvious infringement and an obvuous malicious use of the images is that the layout of the end shot is SO VERY CLOSE to the layout of thier print ads.


Really?! I didn't notice this because I'm not familiar with the said print ads. The only globe print ads I've remembered are the ones w/ cartoons & the one Theia just mentioned. I liked that one too. Simple. Subtle. Everyone got the message at one glance *okay*

[CaRaMBa]

bounce, nandun ka sa ad mismo? Or you were part of the team behind it? :)

Theia, yup, I saw that one too. Really nice.

[abcxyz]

Originally posted by bounce
The Alaska ad was directed by Henry Frejas and featured cinematography by Raymond Red...astig!

Caramba...okey ba? Kasama ako dun! Kewl si Ate Shawie!!! si ate shawie --- nap-paorder ba ng lechon at pansit at bibingka? matakaw pa ba hanggang ngayon?

[abcxyz]

sunsilk black variant tv ad the woman in the ad got hired for a job because of her beautiful black hair? what the hell is that? while not clear, the job appeared to be an office job. so what kind of a job gets you hired because of beautifu hair? commercial model siguro....but office work?

sounds real incredible to me. who writes these commercials???

i understand feeling confident bec of your looks and the confidence that you have can get you a job, but beautiful hair per se?

[CaRaMBa]

:lol: Inisip ko rin yun. :lol: talaga!

[abcxyz]

new jollibee aga tv ad i dont know about that ad...... its a hohumm tv ad. like an ad ive seen before. flat story. nothing cute. not even witty. not even heart tuggiung just a story with aga in it. sayang lang.....

interesting how diff the jollibee and mcdo ad strategies are. kids vs young adults. taste vs emotion. celebrity vs talents. these are case study ads.

[CaRaMBa]

I love the new SMB ad. Totally different theme, they didn't use friendship at all. Main theme was legacy. Pretty cool.

[Leigh]

name - regarding the Mentos Commercials, i think i know what you're talking about, the "Hairy Legs" commercial. I think normally a person would think the way you did specially if the characters were pinoys...but in this situation, it was more of the viewers accepting it as a naughty and cute thing since the commercial was made up of Caucasians.

Surf ads again - i remember it was solace who answered my question regarding the "speedy" release of surf ads (meaning ads coming one after the other in speed record ;)). How many commercials has surf come out after Lumen arriving in Manila? and when is the follow-up for the gina commercial coming out with McDo. i was told that there is a logical explanation behind the Surf ads...because they wanted to push Surf bar ( was it bar or powder) that's why they were bombarding viewers with commercials. Another thing, it seems that there is no continuity with the story anymore, very unlike the first Lumen Series.

Sunsilk commercial -argh! i hate that commercial. when i watched it for the first time, the girl said something like "serious with the job?" is it really the hair...but the second time i saw it, she was "pointing" her hair and head...very subtle way of letting people think that it was her Brains AND hair that got her in. But i still don't like the commercial.

McDo - Masarap Maglaro series - Hmmm...what is happening to McDo ads?

[CaRaMBa]

Surf now has "Wais" commercials. They're totally not related to the product, only to the "Wais" theme. I've seen a student talking about buying old books from upperclassmen. What do you guys have to say about this?

[abcxyz]

testimonial tv ads i think this ad format is a cop-out ad format. i suspect creatives write these ads when they are unable to think of something creative. its an easy ad to write ---- do copy like you do copy for frochures, replace the third person to first person, and voila, a testimonial ad. it is easy because you have virtual total control on what can be said.

[solace]

Wendy's "Satisfy Your Crave": Posters and posters carrying this line are plastered all over the place. Tama ba 'to?

Kingcom's "King of Wireless Jungle": A billboard I saw along EDSA. It features a d-uh, gorilla, holding a cellular phone. So...I'm guessing it's King Kong. What kills me is the copy. King of Wireless Jungle. Wrong grammar na, and is there such a thing as a wired jungle? And I wonder what came first... the product name "Kingcom" or conceptualizing the "King Kong" character for this cellphone.

:rolleyes:

[abcxyz]

Originally posted by solace
Wendy's "Satisfy Your Crave": Posters and posters carrying this line are plastered all over the place. Tama ba 'to?


dapat "satisfy your craving"

kaya lang, sabi siguro noong client ---- "di ba "cravings" is a restaurant? hindi puwede iyon."

so the agency changed it to "satisfy your crace", they fell in love with the line kasi.

now, they will know it is gramatically incorrect. ad agency will now ask the client to develope a meal called "crave".

what a life.....

[Leigh]

They have replaced the olay billboard by the Makati-Mandaluyong Bridge...hmmm... i guess the distributor has booked the spot to be shared for their products.

[zimdude]

nase-senti ako dun sa Kleenex... yung nag-iiyakan ang dalawang babae... saw in print ads and on - what do you call those - banners in the islands of the street -at Julia Vargas.

[Wittygurl]

I like the tv ads of Jergens lotion so much!
The lines captured me:
I LOVE MY BODY... I WORK WITH IT.. CONQUER WITH IT... CREATE WITH IT...

Whenever I hear those lines, the more I really want to take care of my body. Very positive effect... :)

[EverAfter]

Originally posted by Wittygurl
I like the tv ads of Jergens lotion so much!
The lines captured me:
I LOVE MY BODY... I WORK WITH IT.. CONQUER WITH IT... CREATE WITH IT...

Whenever I hear those lines, the more I really want to take care of my body. Very positive effect... :)

Yeah, I like this ad too. Kaka-inspire mag-diet - and for health reason ha. :D

:spinstar:

[abcxyz]

espn SPORTS CENTER tv ads i just love these ads. spoof on the sports center using big time athletes making fun of the announcers and "revealing" how silly they can be. its just great a show not taking themselves seriously. they come out as pretty cool.

nba tagline i liked a lot the "i love this game" tag. and i equally like the new one "nba - hoop it up". great taglines.

(the art of the great tagline has been generally so lost in philippine advertising for such a long time. with a few exceptions of course.)

[CaRaMBa]

I think they're using "Love it live" right now. :)

Wa-effect talaga sa akin yung Smart ads, the one with Martin Nievera. It really looks like a 'pahabol' campaign to go against Globe's "G" campaign.

Hey, they now have a partnership with ABS-CBN to celebrate having 7 million subscribers. For me, it really makes Globe look "kawawa" 'cause they celebrated having 5 million subscribers - they made such a big deal out of it when their biggest competitor has 2 million more subscribers more than them. Also, what's happening to their campaign (Texters 5 and the tie-up with GMA). They made so much noise at the start, but now, parang wala lang? I still see streamers though.

Anyway, guys, any comments on the SMB Legendary Legacy and the Nestle almusal ads? :)

[solace]

Computer School Ads:

I know this is kinda old, but I've seen both AMA's and STI's advertising. STI's is really edgy, cool and hey, you gotta admit, they're trying to up their image. I liked the finish of the commercial -- nice production. AMA's production was inferior, but I felt it was a stronger commercial. It featured their graduates who have succeeded with the help of their AMA education. It was a meatier commercial, and more upfront with its message. I wonder how enrollment is going for both schools this schoolyear. ;)

I also recently saw the Kristine Hermosa ad. I have no idea what the computer school is. Bad branding. All I remember is the endorser and her saying, "At aircon pa!" Well, well, well. THAT computer school commercial did not impress me at all. And if they didn't use Kristine Hermosa (who happens to be the Megastar of endorsements nowadays), I wouldn't have remembered that commercial at all. :rolleyes:

Lux with Henna Pearls:

Vivian Tan is gorgeous. She's the perfect endorser for this product. I don't have much to say about the two other girls she's with in the ad, but Vivian's radiance makes up for that anyway.

[noelirizalino]

i like the tv ad for MAXX Menthol Candies. Very fresh & creative.

Another would be the the FED EX ads. Smart & funny. :p

SIMECO is also ok. It gets the message across clearly & concisely.

[abcxyz]

seen this on cable? lei of flowers being place on a male tourist, till most of his face, just below the eyes, are covered with the leis.

looks like a fun, warm tv ad. its a good tourism ad. plus the use of wowphilippines is very smart.

BUT......

this almost covering of the face with leis ---- does that make it look like those who put the leis seem stupid enough to almost drown the person with it???

[Leigh]

abcxyz - it's the "more than the usual" theme of the DOT. :) i posted it a few weeks ago and i believe it was made by BBDO.

Besides the "more than the usual welcome" with the leis, they also have "more than the usual high rise" with palm trees and a lot more. Spots were bought in CNBC asia, CNN and now they are also showing the commercials on NBN. :) really good commercials, and i don't think it made the 'welcomers' look stupid with the leig-giving, made it look like the welcomers were really glad to have the person with them.

regarding computer schools - i really liked the STI commercials, specially the "sorry...not done with this part yet" - like what solace mentioned it looked really fresh. and when you compare it with the other computer school commercials, makes you - actually me think that they really might have an edge.

you forgot to mention the informatics commercial - with the shredder...i thought it was just too much.

For AMA, i liked it a lot, even the radio plugs - they really chose the right people for the commercials.

For ABE - hmmmm...didn't show anything i can get out of the school, it was just the face value of Kristine Hermosa that was evident in the whole 30 seconder.

Caramba - you might want to check out this thread for some comments about the New SMB Commercial (http://www.pinoyexchange.com/forums/showthread.php?s=&threadid=87184)








any news about the clio awards? last i heard, bbdo won for the zhang ziyi commercial but i haven't seen it here yet.

[abcxyz]

new smb ad campaign - legendary/legacy its a well produced ad --- good visuals, excellent jingle, very well directed, good copy points. and yes smb is probably one of the few brands in the philippines who can come up with ads like these. it has the heritage.

but my beef on this ad is ---- not sure if its doing smb business any good. its too sentimental and and too god, motherhood and ocuntry type of an ad. not sure making someone feel good about history and heritage will get you buy another bottle of beer.

also, appealing to patriotism and nationhood does not seem appropriate at this time given the discord in philippine society, not to mention what i feel is filipino's general weak feelings towards our own nation. running something like this in the US for example would be most appropriate given the high (patriotism and nationhood) they are on with their country after 9/11.

smb has very specific marketing problems -----> weak volume sales and loss of your users, and will need very specific marketing responses . i dont see how that kind of ad will address these marketing issues. smb needs BRANDSELL.

i understand why the client approved the tv ad --- its a feel good commercial. iyon nga lang, the client's OWN feelings that are feeling good. not feeling good of feelings of consumers, unfortunately. its an ego trip by advertisers, nothing more.

and i admit as an adman, have used this hunger of clients to feel good about themselves as a tool to get what i want from them. but it has nothing to do with the business.

from the brand standpoint --- its a complete waste of ad money.

[abcxyz]

tyson-lewis fight banner copy this banner is hanging on the ceiling by ringside. just 2 words :

lewIS
tysON

"is" in lewis and "on" on tyson in different color.

isnt that just brilliant?!! extremely simple and extremely so right. the lewis and tyson fight almost didnt push through when tyson didnt get a license to fight from nevada. so now the fight "is on". just brilliant!

10 out of 5 stars!

[zimdude]

the SMB Legacy ad is not an original jingle, it's by Grace Nono. *okay*

now for cheap... PLDT's attack of the "Digitel Monster"... for Digitel subscribers to switch to PLDT Teletipid... what happens to those guys if and when Gokongwei gets PLDT? :glee:

[sandstig]

I love the quality of the "Invest in the Filipino" ads they've been airing on the Discovery channel lately. Anyone else seen them?

[abcxyz]

Originally posted by zimdude
the SMB Legacy ad is not an original jingle, it's by Grace Nono. *okay*

now for cheap... PLDT's attack of the "Digitel Monster"... for Digitel subscribers to switch to PLDT Teletipid... what happens to those guys if and when Gokongwei gets PLDT? :glee: i guess theyre doing that as a counter-attack against gokongwei's take over bid on pldt. it can weaken digitel.

[abcxyz]

purefoods corned beef tv ad i saw this only once. and i must confess, i am not sure i understoond the ad. the story is something about the young son copying the father. i didnt understand how the story in the ad connects to the tagline "the filipino favorite", nor to the brand/product, thts a corned beef. i didnt get it in the copy. did i not just understand the copy or the tv is really that bad?

now, about the tagline ---- "filipino favorite"? hindi naman market leader. the market leader is argentina corned beef. they are of course not making a leadership claim, its just subjective claim of preference, but how will the target find this compelling when most consumers know the leader is argentina? besides "filipino's favorite" in my view is not at all a compelling and persuasive line. it does not move you to do or feel anything.

this ad is a waste of money. 1 out 5 stars!

[zimdude]

the Nescafe "masarap na simula" print ad is... senti. :love:

[abcxyz]

thought the new Nescafe TV ad "masarap na silmula" was well done. i never thought of coffee that way. not sure if thats good or bad.

its a good tagline, linking coffee and the start of the day.

i wonder whats the marketing issue this ad is trying to fix or build.

[solace]

Originally posted by abcxyz
thought the new Nescafe TV ad "masarap na silmula" was well done. i never thought of coffee that way. not sure if thats good or bad.

its a good tagline, linking coffee and the start of the day.

i wonder whats the marketing issue this ad is trying to fix or build.

Probably to increase occasions of coffee-drinking? Maybe figures aren't as high yet.

Would be interesting to know. :)

[abcxyz]

Originally posted by solace


Probably to increase occasions of coffee-drinking? Maybe figures aren't as high yet.

Would be interesting to know. :) yes, it would be interesting. i do know cup noodles has become the most popular breakfast fare. so maybe...

but will romance increase consumption frequency? and one-on-one stories? is it to make coffee drinking a more personal/intimate? more a lifestyle than functional?

[abcxyz]

did anyone see this new mcdo tv ad? i saw it once...

just wondering what that was???!!!! it looked like a poorly written short story that was put into film and aired to masquerade as a tv ad.

the same lolo buying 3 mcdo, then walking to hospital where the other apo just gave birth. sure i get it, the lolo was buying a mcdo for the new born baby (senile that he is....).

what a dry story! no drama. no punch. no wit. no kurot sa puso. well at least the kurot sa puso did not hit home. this is the first non-commercial commercial ive seen on tv.

0 out of 5 stars!

[solace]

I've seen that ad, abcxyz, and frankly, I didn't think much of it. I just shrugged it off. Waste of advertising money, waste of ad space.

Has anyone seen the Phillipps TV commercial where the guy is on the verge of a domino breakthrough? :glee: I LOVED that ad. Not much product talk but that's the beauty of it -- it'll still definitely make me think of Phillipps when I do plan to buy lighting fixtures!

[CaRaMBa]

Been a long time...

Have you guys seen the PLDT vertical streamers on the posts along Katipunan? They're terrible! The only thing I recognized was the small logo of ePLDT and that's it! I couldn't read the text, I didn't get the message. However, I recognized the ad because I've seen the print version. It seems that it was really a print ad that they copied for the vertical streamers. Parang tinamad na silang gumawa ng bagong creative brief! Of course a print ad and the outdoor streamer are different because of the distance, the people who see it, how people look at it, etc. For the streamer, there should be as little text as possible, and just one clear message. The size of the text, image and logo should also be adjusted.

solace, I do agree that Vivian (Vivienne?) Tan is GORGEOUS! She's my crush! She's so perfect for the ad! People easily remember the ad because of the model. Was that her voice they used? It's also perfect because it sounds so sexy. I just wonder why they had to include those two models towards the end of the ad. I'm not saying they're ugly, pero parang pampasira lang sila. They should have focused on her.

abcxyz, for the "Masarap na simula" Nescafe ad, this is my guess. The message is "start your day right by drinking Nescafe". The message is pretty good, it's both for current users and non-users. It seems that they are changing the view on drinking coffee as something that's "routine" in the morning. Well, we're all guessing...

As for the new McDo ad, I totally didn't get it. What's it all about? What's the point? You know, having that Karen-Gina ad was both a blessing and curse for McDo. It was a blessing because it was such a hit, both with the people, and the award-giving bodies. But it's also a curse, because they cannot come up with something better or something that can at least keep up with it.

[abcxyz]

Originally posted by solace
Has anyone seen the Phillipps TV commercial where the guy is on the verge of a domino breakthrough? :glee: I LOVED that ad. Not much product talk but that's the beauty of it -- it'll still definitely make me think of Phillipps when I do plan to buy lighting fixtures! i agree, i like this ad too. the ad draws you in and the ending is a lightbulb, a little surprise. its a great ad. local kaya?

a teenie-weenie comment that creatives would hate to hear about. on editing -- the ending could have been improved a little bit to deiver better the lightbulb story. just to make sure everyone gets it. baka sobrang subtle for most audiences. or maybe add copy that says "brownout!".

[abcxyz]

Originally posted by CaRaMBa
abcxyz, for the "Masarap na simula" Nescafe ad, this is my guess. The message is "start your day right by drinking Nescafe". The message is pretty good, it's both for current users and non-users. It seems that they are changing the view on drinking coffee as something that's "routine" in the morning. Well, we're all guessing...

As for the new McDo ad, I totally didn't get it. What's it all about? What's the point? You know, having that Karen-Gina ad was both a blessing and curse for McDo. It was a blessing because it was such a hit, both with the people, and the award-giving bodies. But it's also a curse, because they cannot come up with something better or something that can at least keep up with it. i agree with you on the nescafe ad.

also agree on the mcdo "blessing and curse" observation. burnett wonnt like reading this, but it makes me think -- if they cant duplicate the first brilliant ad, tsamba lang pala.

[CaRaMBa]

Hmmmm the ePLDT ads were myDSL ads. My mistake. Very few left. The Katipunan lamp posts are now dominated by Nestle stuff.

Which makes me wonder. Who owns those lamp posts? Who gets paid when a streamer is displayed? How's the payment system? What's the duration? Is it per day, week or month?

Anyway, there are two new vertical streamers along Katipunan now. "Mag-Nestle almusal" and "NIDO child nutrition system". I really love the Nestle almusal ads. The products are easily seen - Nestle milk, Koko Krunch, Nescafe... And because a mom and a kid is used, I like the "have breakfast with your family" message as well. I think Katipunan is a good area for the streamers because it seems like a 'family' place, with all the villages around it. It's a very busy street especially in the morning.

I wonder how the different brands pay for the ads. How do they divide it? :)

[zimdude]

Nestle:
Today I had Nestle's Lemonade and Milo, and there's Nestea in the kitchen. Their ads work! :D

I hope online ads are on-topic here.

Do you think this ad would be acceptable in the Philippines?

http://a1040.g.akamai.net/f/1040/759/30d/images.go2net.com/go2net/ads/200206/0151.jpg


...:|

[KuyaDanny]

If PEx's own experience in Classifieds is any indication, people who post personal ads participate in online matchmaking are often labeled as 'losers' and 'desperate'.

[abcxyz]

Originally posted by KuyaDanny
If PEx's own experience in Classifieds is any indication, people who post personal ads participate in online matchmaking are often labeled as 'losers' and 'desperate'. you'd be surprised how many losers and desperate there are.

meeting a potential mate and gettting one IS one of the most often talked about topic among young people. and the net increases the number of options literally by the hundreds of thousands if not million.

tanong ko lang --- zimdude : ad ba iyan for lesbians?

[CaRaMBa]

Medyo off-topic na 'cause hindi yung ad yung pag-uusapan ko. I'm just not sure if Filipinos are willing to PAY for this service, if they can get it for "free" through chatrooms, message boards, text, etc. (I used quotation marks because it's really free since you pay for the account and for sending the message, but I'm sure you know what I mean.) And if there are people who are willing to pay, are they enough? Are there enough people to keep something like this running? I'm really not sure if the service will work.

As for the ad, imagine that two filipinas were used for the ad. Weird thought huh? I don't think we're in that stage yet. We'll get there, a couple of ads that featured kissing (french kissing) have been used already so I guess there's 'progress'.

[BabyFATS]

Inis ako dun sa Enervon "Ako Pa" commercial. Ewan ko ba... :mad:

My mom naman hates the Rexona commercial with these guys na nakatapis. :shakehead:

[abcxyz]

Originally posted by CaRaMBa
Medyo off-topic na 'cause hindi yung ad yung pag-uusapan ko. I'm just not sure if Filipinos are willing to PAY for this service, if they can get it for "free" through chatrooms, message boards, text, etc. (I used quotation marks because it's really free since you pay for the account and for sending the message, but I'm sure you know what I mean.) And if there are people who are willing to pay, are they enough? Are there enough people to keep something like this running? I'm really not sure if the service will work.

As for the ad, imagine that two filipinas were used for the ad. Weird thought huh? I don't think we're in that stage yet. We'll get there, a couple of ads that featured kissing (french kissing) have been used already so I guess there's 'progress'. i think pinoys would be willing to pay for the service. aside from what i mentioned in the previous post that many young people are concerned about getting a mate --- just read the "love, courtship and marriage" thread its full of raging hormones, both men and women posturing and baiting for a mate. also, watch tv porgrams and some cable channels where it seems a lot of people texting for mates and friendship. how desperate can one be when you text a tv program that says "i'm cute, looking for a gf/bf. test me at 0917xxxxxx. oo nga pala, i need to load, help me naman." (not only is this texter looking for a mate, he/she is also asking the reader to send him money so he can text back.) here's another one ---- EBs is a pretty normal thing they do here and it looks like its well attended.

here's a marketing idea for PEX : put up a service where people can meet , be introduced. PEX has the technology, it has the consumer base. PEX is primed to go. BUT if PEX will do this, PEX has to offer something unique, innovative and interesting to be able to compete effectively versus all the others thats already there.

need a consultant?

[abcxyz]

Originally posted by BabyFATS
Inis ako dun sa Enervon "Ako Pa" commercial. Ewan ko ba... :mad:

My mom naman hates the Rexona commercial with these guys na nakatapis. :shakehead: i hate that enervon tvs also. and have said that in previous posts.

Rexona i agree with your mom. cant understand why rexona commercials are obsessed with gross ideas (phone number of girls in their armpits) or overly sexual ads like what you mentioned.

i can appreciate ads that take the concept to the edge, but does it have to be the edge of bad taste?

[Leigh]

Phillips commercial - I agree with Solace, i really liked the commercial, instead of channel hopping, i end up watching that commercial. :D

abcxyz - the "phone number in armpits" is not by Rexona. it's by another brand, axe i think, same as the brand if am not mistaken with the guy in the dungeon. Rexona Commercials - testimonials and the locker room with the backstreet boys.

thanks for the suggestion, we've actually explored that possibility before and we've made some studies but we'll see :)

McDo commercial - i agree with what has been posted in this thread, i think it's a waste of money, the breakfast meal they ordered didn't even have any exposure in the commercial.

Caltrate commercial - i liked the commercial with the girl fighting off the bad guys but i just didn't like the last part..."shocks, my hair".

Nido - it's not the commercial am after, it's really the product, but i'll post it anyway :D i grew up with Nido, drank it since i was like 3 i think till i was in gradeschool, my sister and brother also drank that milk. Now, they have this "new line" different Nido for different age groups. A "wa-is" mom wouldn't buy milk for her kids who are in the different age groups, right? Nido something for ages 1-3, another Nido for ages 4- 7...what will happen if you have a kid who's 3 and another one who's 6? Would you buy 2 different milk cans for them?

Sprite commercials? - i miss the old Sprite Commercials. hmmm...

[solace]

On zimdude's question...
Will that ad work here? I think it will. As long as you use the right channels or mediums, it will work. If that ad is placed in a Filipino gay website or in a gay magazine, it'll work -- believe me. Niche marketing -- hey, it works.

On missing Sprite commercials...
I loved their Magpakatoo Ka campaign, but I feel they should leave it at that. Otherwise, there won't be anything new. ;) The challenge to the Sprite team is to top that old campaign of theirs!

A new commercial I like: Joy Bathroom Tissue: EXCELLENT commercial. I loved how the product's strength was demonstrated, and it was really funny, too. Galing!

[CaRaMBa]

abcxyz, yep, people are willing to 'pay' for the text message and the prepaid internet card. But to pay for the service itself? You know, being matched? I doubt. They go online and post here in PEx and chat in IRC. They watch LinkTV to get celphone numbers of others. They're not even willing to pay for the service - they post their numbers so that they can text each other directly, so that they don't have to go through LinkTV. I think people have so much to spend on. Most of them are 'necessary' - prepaid internet card or postpaid account to go online, celphone prepaid card or postpaid account, food, clothes. Spending on being matched will surely be last in the list. Those who can spend, I think, will find this service silly. Just my guesses, we still have to see.

We actually have www.match.ph - don't know how they're doing, but people aren't really talking about them. I don't know anyone who has availed of the service.

As for the Rexona ads, who's the market? A? B? C? D? Maybe we don't like it but I've seen a lot of people who actually sing the freaking song! With matching gestures. So recall is pretty high. And I'm sure usage was affected.

The phone number in the armpit thing - wasn't that Axe? Gads that was PATHETIC.

Leigh, I loved the new Caltrate commercial. It says that girls can be strong. It's not the usual medical commercial that explains the benefits, blah blah. Although the commercial is the typical Matrix/action clip, it's something new for the product. The viewer is the one who figures out that the main message is about strength - of the bones, and of women. The last line actually just reminds us that girls will be girls, even if they're strong, they're still 'kikay'. :) Nice one.

[CaRaMBa]

solace, I love that commercial too. Like Leigh, I stop channel-hopping whenever I see that commercial. And yep, it makes me wanna buy Phillips products!

[abcxyz]

Originally posted by CaRaMBa
abcxyz, yep, people are willing to 'pay' for the text message and the prepaid internet card. But to pay for the service itself? You know, being matched? I doubt. They go online and post here in PEx and chat in IRC. They watch LinkTV to get celphone numbers of others. They're not even willing to pay for the service - they post their numbers so that they can text each other directly, so that they don't have to go through LinkTV. I think people have so much to spend on. Most of them are 'necessary' - prepaid internet card or postpaid account to go online, celphone prepaid card or postpaid account, food, clothes. Spending on being matched will surely be last in the list. Those who can spend, I think, will find this service silly. Just my guesses, we still have to see. this issue you described ---- so many things to spend on, most being "necessary" against limited income and the question : against all these, why will they pay for a "matching" service?"

what you just said is the ISSUE and QUESTION every marketing person worth his salt faces everyday of his career. and one question any marekting person worth his black mont blanc is supposed to ANSWER. it is finding the answers that you need marketing people for.

would you ever think cellphones, its use and texting would become "necessary"? it wasnt 10 years ago. 7 years ago, did you think it was "necessary" to buy hot coffee for P70.00, its all year summer in this country and from a store called starbucks.

sure there are other "matching" services out there and yes you willl indirectly compete with other services that can replace internet matching --- but who said you will copy them? to succeed you need to offer something different and something more meaningful.

PEX is ahead in the game -- you have the consumer base, with attendant "PEX" attitudes/culture. the technology and the brand image.

all that PEX need to do is come up with the PRODUCTS.

[abcxyz]

tel no in armpits tv ad is that an axe tv ad? maybe it is. its yuckee. how the hell did they sell that ad to the client? and why did the client approve it?

sprtie tvc "magpakatotoo ka" at launch i thought the campaigns were brilliant! excellent consumer insight, excellent execution and production.

but they lost the concept all together when they came out with the succeeding ads it felt like they did not understand the concept of what they invented.

very similar to what happened to the mcdo tv ads -- great at launch, then lost it completely afterwards.

[CaRaMBa]

Ey I have nothing against PEx coming up with a new product/service that's related to matching. I wasn't talking about that. I was talking about the current online matching services that are out there right now. Okay, okay, I'm talking about www.match.ph, 'cause it's the only local one I know.

I have doubts with online matching because given what they're offering now (take note - "given what they're offering now"), I think it's useless. There are other, cheaper ways of 'meeting' people and I'm guessing that Filipinos are not yet comfortable with being set up by a computer/program.

Going back to the ad that zimdude posted, I don't think it will work here in the Philippines, for two reasons. First, I don't believe online matching (in its current form) will fly. And second, I don't think Filipinos are in that stage yet, you know, having an ad with two Filipina lesbians.

[CaRaMBa]

Originally posted by solace
On zimdude's question...
Will that ad work here? I think it will. As long as you use the right channels or mediums, it will work. If that ad is placed in a Filipino gay website or in a gay magazine, it'll work -- believe me. Niche marketing -- hey, it works.


Yup, I agree! I just read this now. I was thinking about the traditional channels lang. :)

[ohmy]

i dont remember any remarkable tv ads, print ads or even billboards (hirap pag driving) lately.. wait..

i dont watch tv nga pala :D

[faolafini]

kung dumadaan kayo ng sa likod ng Megamall ( st. francis square) makikita ninyo ang billboard ng Freego Jeans ...

unang tingin ko doon ... biglang bumagsak ang panga ko !!!!! ( sabay tulo laway!!!! lolssssssssssssss nakaka ___ hmp! basta tignan nalang ninyo!


hehehehhe

[Leigh]

Have you guys heard the Jollibee Radio Plugs about their delivery service? - i got really confused when i was listening to 89.9 Magic one morning and they ordered food on air. There was no warning, no explanation, they just had like 2 minutes of ordering done on-air.

When i switched stations, another radio station also had the same thing, this time one of the DJs said that: "let's order from Jollibee, u guys want anything?" and people from the background started shouting their oders" and just recently, i realized that Jollibee just launched their Delivery number and that's their whole point to promote their new delivery number.

got really confused. any comments about Jollibee Delivery?

regarding Online Matching -locally, aside from Match.ph (supported by Match.tv) , there's also crushcow (supported by their wireless system), there's another one to be launched soon, will check when the exact launch is going to be.

There was actually one Magazine show that featured online matching, just can't remember which one...that a lot of the Filipinos pay x amount of money to have their information posted and for the computer to match them. That it actually works for a lot of people. Personally, i don't know anybody who got matched online though.

abcxyz - we agree to the things you mentioned - that we have the PExers to offer a particular service to. let's just say that we're not closing our doors for the opportunity. it's just a matter of timing.

Rexona - recall is very high, we all know that the testimonials are talking about the ministick, we are 100% sure that the boys in the locker rooms are promoting the new shape of their roll-on. It's obvious and straight. With Axe - i really don't know what they are trying to do...guy with the number in the armpit, guy in the dungeon using his foot to get the axe product. hmmmm. btw, i think the Rexona models (backstreet commercial) have movie careers already, talk about getting a break!

Sprite Magpakatotoo ka - it was very good during the first few commercials, but eventually, i got bored with the whole concept. I just want to see what the new agency of Sprite (ONM) will come up with after the Magpakatotoo ka series of Mc Cann.

Artists' Pictures in restaurants - Sharon Cuneta for McDo, Piolo for Max's. I think for Sharon, she's promoting the new chicken from McDo and Piolo...is just the new model for Max's, right?

[Kaboom!]

Just a comment on the Rexona ads...

Apperantly, it has worked wonders especially for their mini stick. The testimonial ads were torn apart in the movies and tv forum but the sales of the mini-stick has exceeded expectations. The ministicks with their price was meant for the CDE class which the majority of pexers are not.

Peace.

[abcxyz]

Originally posted by Kaboom!
Just a comment on the Rexona ads...

Apperantly, it has worked wonders especially for their mini stick. The testimonial ads were torn apart in the movies and tv forum but the sales of the mini-stick has exceeded expectations. The ministicks with their price was meant for the CDE class which the majority of pexers are not.

Peace. perhaps the success is still mostly driven by trial, i assume this is a new form? unilever is FAMOUS for brands that do exceedingly well at launch only to do exceedingly bad at sustaining. uni-lever brands tend to to go up like a meteor and fall like one double the intensity.

[CaRaMBa]

Uy Leigh, buti you posted something about Axe. What's their target market? Is it ABC? Or CDE? I thought their market was CDE, but then their efforts are all geared towards ABC. They are SO VISIBLE in the events scene, and these events are really for the higher classes. I can say I'm in the B market, and my circle of friends are ABC. I don't know anyone who uses the product. Not one.

[CaRaMBa]

Kaboom, yep, I've seen people dancing and singing the song of the group of guys. Especially when I went home to Binan. I guess they really reached their market, and the market went for it.

When was the mini-stick launched?

[abcxyz]

on PEX just a few key items : set user franchise, captured market, set-in culture, technology and infrastructure in place, new products that generate revenues.

on sprite wonder when they changed ad agencies? when i saw the sustaining ads and saw that many equities and hot buttons were lost -- i thought there was a change in creative team. para kasi iyong gumawa ng sustaining did not get the essense and key elements of the intro campaign. and these are not just executional items, some are strategic.

[psv268]

Originally posted by CaRaMBa
Been a long time...


solace, I do agree that Vivian (Vivienne?) Tan is GORGEOUS! She's my crush! She's so perfect for the ad! People easily remember the ad because of the model. Was that her voice they used? It's also perfect because it sounds so sexy. I just wonder why they had to include those two models towards the end of the ad. I'm not saying they're ugly, pero parang pampasira lang sila. They should have focused on her.



Yes, that's Vivien's voice talaga. The other two girls in the end? Maybe it's a directive from client.

[yojimbo]

Originally posted by abcxyz
i agree, i like this ad too. the ad draws you in and the ending is a lightbulb, a little surprise. its a great ad. local kaya?

Hindi. Regional commercial. Either Singapore o Thailand.

a teenie-weenie comment that creatives would hate to hear about. on editing -- the ending could have been improved a little bit to deiver better the lightbulb story. just to make sure everyone gets it. baka sobrang subtle for most audiences. or maybe add copy that says "brownout!".

Parang comment ng kliyente.

[jaeze]

Have you guys noticed that the guy who's competing in a marathon in the Milo commercial is also the same person who was in the Ovaltine commercial before? The Ovaltine commercial goes: "pano kung walang milk?" That boy would then reply, "masarap pa ren?"
eh ano ba talaga gusto niya Ovaltine o Milo?? hahaha

[zimdude]

The ad agency for the messed up "Shopwise Wild Deals 2" promo came up with an apology. Shopwise is paying the fines to the DTI and is blaming the agency.

http://www.inq7.net/bus/2002/aug/03/bus_4-1.htm

[abcxyz]

Originally posted by zimdude
The ad agency for the messed up "Shopwise Wild Deals 2" promo came up with an apology. Shopwise is paying the fines to the DTI and is blaming the agency.

http://www.inq7.net/bus/2002/aug/03/bus_4-1.htm i read that apology print ad.

i found that really wierd. i dont understand why the ad agency needed to come out with the print ad.

an apology ad will not achieve anything. who are they apologizing to? to the dti? to the client? to the public? its not as if the dti, the clinet or the public will respond to their apology. nor will the dti, the client or the public feel less hurt by their apology.

dont think dti will withdraw their complaint bec of the apology. in fact the client already said they will not contest the charge and pay the fine.

but one thing sure though -- with that apology ad, now everyone knows whose fault it was for coming out with that ad. and that based on what is written in that ad IS THE AD AGENCY. they did admit they commited errors.

what do you think will rustans do? of course they will fire the ad agency.

and bec of that ad, do they think they will ever get new clients? i dont think any client will consider them in the next 3 years. and worse, their other existing clients might move shop too.

the ad agency whould have just let it pass as quietly as possible. pay the fine and move on. in situations like that you normally DONT want the name of the ad agency mentioned.

something strange though ---- the ad was side by side with the news article that said the client will pay the fine.

not only is this ad agency stupid for coming up with the apology ad, they are doubly stupid for printing the ad beside the newspaper article.

this double stupid, so it make me wonder if coming up with the apology ad was some kind of a deal the ad agency made with the dti or the client or someone else. if it ws part of the dealm this agency is triple stupid for agreeing to it.

this agency is doomed.

[hat_tr1ck]

I don't know what the big brouhaha about that ad is all about because I clearly got what it was supposed to be - a teaser.

I, too, was surprised when I first saw the ad. After all, a JVC DVD player for only P1500 is a bargain that's just too unbelievable. And there was a little footnote in the ad that said "See Posters for Details." So I did the next best thing, I called up Rustan's - Shopwise's parent company - on the very same day the ad came out and they explained the details to me very clearly and helpfully.

I also don't understand why the ad agency felt the need to print an apology. Bringing out their name in public at this time also doesn't do them any good. That apology of theirs does nothing for them, it just serves as their scarlet letter. For an ad agency, they sure have a thing or two to learn about PR. Then again, this honesty of theirs could be their saving grace - provided somebody would trust them enough to give them a second chance.

But then again, shouldn't that little footnote be enough to get Shopwise and the agency off the hook from the DTI? After all, it's not their fault that the people who stormed their way to Shopwise didn't bother to read the fine print. What's a teaser ad supposed to be if it doesn't tease prospective customers?

And abcxyz, I think it's not up to the client to dictate where an ad they want to post is printed. I think the decision is up to the paper's copy editor/s since they're the ones in charged with the paper's layout. Either the copy editor who decided to print the ad side-by-side with the article is blind or has a wacky sense of humor. I think he SHOULD go into advertising.

http://216.40.241.68/contrib/xerx/smileydavid.gif

[CaRaMBa]

Whew, that whole Shopwise thing was just something.

I just wanna post about how annoyed I am at the iCool commercial. It's a mint candy. I TOTALLY HATE IT! Sucky jingle (i-Cool ka lang! Cool ka lang!), sucky idea (1 model personifying different people, including Marilyn Monroe), sucky model (or maybe I'm just biased because I really hate the ad), sucky everything. Blech! I cringe everytime I see it on TV.

[ohmy]

bikini jeans billboards... mygulay! what are they trying to show? the name of the product is already kadiri..

bikini ba or jeans ang gusto mo? ohh.. jeans na kita yun bikini? or bikini na kita yun jeans sa ilalim?

[hat_tr1ck]

I'm sure most of us have seen the Jollibee commercial; the one where the mom comes home from abroad and is greeted upon her arrival by her family and after which they all have lunch at Jolibee. Well, I noticed something about the commercial; they changed the way the little girl says "Ang saya-saya po dito sa Jollibee...kasi po umuwi ka na."

When the commercial first came out, the way the girl said "....kasi po umuwi ka na" sounded gloomy. In the revised commercial, she says that line in a more upbeat manner which is more in tune with how the little girl was enjoying herself in Jollibee.

Now, why do you think they changed the way that one little line was uttered? :)

http://216.40.241.68/contrib/xerx/smileydavid.gif

[abcxyz]

re-done jollibee tvc have not seen the new version. but it does make sense why they need to change it. damn, such a subtle change for you to notice. i applaud hat_tr1ck for noticing it.

my guess is this - they changed it to ensure no negatives crop up with the "sad: delivery. it is better nga naman to portray jollibee as a place to "be-happy", not "be-sad". also, you want to make sure that parents are not portrayed as insensitive, sucky parents for not minding the child. i suppose they're trying to avoid the mistakes mcdo has been foolishly making these days.

question is --- did they make the change on their own? one client viewing it and noticing? or an agency person making the reco to change? or did they do some post-airing research. would be great to know what happened here. its a valuable lesson for advertisers/ad people.


i-cool i-cool after all is not a cool brand with this ad. have not seen the ad but now i want to see this ad. but the way, isnt sucky how you are supposed to consume this mint candy product?! how appropriate, well done CaRaMBa. well, i now have a new favortie word - sucky (people who i work with will now hear this word so very often from me. :o

bikini jeans billboard where is this billboard located? "bikini" is the brand name? ha ha ha i often wonder WHO are the sucky people responsible for sucky brand names like these. and there are so many in the marketpace. we can have a separate thread just talking about and having fun on these sucky brand names. (pssssst....notice my new fave word?)

[abcxyz]

Originally posted by hat_tr1ck
And abcxyz, I think it's not up to the client to dictate where an ad they want to post is printed. I think the decision is up to the paper's copy editor/s since they're the ones in charged with the paper's layout. Either the copy editor who decided to print the ad side-by-side with the article is blind or has a wacky sense of humor. I think he SHOULD go into advertising.http://216.40.241.68/contrib/xerx/smileydavid.gif

yes probably so, its the newspaper's decision where to place the news article. and if it was, and you were the ad agency person, you'd surely want to kill the copy editor for doing the agency in. it is completely unprofessional of the copy editor.newspaper.

but then again....given ALV CONSULTUS advertising inc' (the sucky ad agency) apparent stupidity, i wont be surprised at all if it was ALV's idea to have their print ad placed on the frint page of the section, right beside the newspaper article. totulus mea culpa kasi iyong thinking ng ALV Consultus, so i guess they feel placing the ad beside the news article is totally right. very suckus thinking dont you think?

(ps : i guess ALV consultus will NEVER hire me now if i ever need a job.)

[CaRaMBa]

LOL @ abcxyz. Problem is, it's not a hard candy (I think). I think it's something like mentos, so 'sucky' isn't appropriate. Should be 'chewy'. I wouldn't know though, haven't tried it. And I guess I never will. Eeww talaga!

LOL @ ohmy. Baka naman bikini siya tapos material niya denim. Nyak!

[ohmy]

that bikini jeans.. meron sa may megamall.. kaharap sya ng mcdo.. ive seen it din sa makati.. forgot where..

hay ewan.. local version of the lo-rider jeans i think :lol:

[WhItEFox]

Originally posted by hat_tr1ck

And abcxyz, I think it's not up to the client to dictate where an ad they want to post is printed. I think the decision is up to the paper's copy editor/s since they're the ones in charged with the paper's layout. Either the copy editor who decided to print the ad side-by-side with the article is blind or has a wacky sense of humor. I think he SHOULD go into advertising.

http://216.40.241.68/contrib/xerx/smileydavid.gif

The one assigned for ad placements is the advertising department (which makes the dummy layouts) while the one who makes the actual layout (article placements) is the section editor's responsibility.

When the dummy layout is given to the editors, the space provided for ads only indicates the size and the code printed on it. Not the actual ads that will be printed the next day.
The editor is unaware of what advertisement will appear on the space provided.

yes probably so, its the newspaper's decision where to place the news article. and if it was, and you were the ad agency person, you'd surely want to kill the copy editor for doing the agency in. it is completely unprofessional of the copy editor.newspaper.

[hat_tr1ck]

Originally posted by ohmy
that bikini jeans.. meron sa may megamall.. kaharap sya ng mcdo.. ive seen it din sa makati.. forgot where..

hay ewan.. local version of the lo-rider jeans i think :lol:

I've seen that ad! I know kasi I couldn't stop staring at it while I was walking to Megamall Building A from St. Francis Square. :glee:

http://216.40.241.68/contrib/xerx/smileydavid.gif

[hat_tr1ck]

Originally posted by WhItEFox

The one assigned for ad placements is the advertising department (which makes the dummy layouts) while the one who makes the actual layout (article placements) is the section editor's responsibility.

When the dummy layout is given to the editors, the space provided for ads only indicates the size and the code printed on it. Not the actual ads that will be printed the next day.
The editor is unaware of what advertisement will appear on the space provided.



Oh, okay. Thanks for the heads-up. I don't know anything kasi about the publishing industry. I just based my observation from the little snippets of information I get here and there.

So, does that mean that neither one - ad department or section editor - had a clue how that little oversight would appear - in this case, of having the ad appear beside the article? Shouldn't there be a person/department who should review the final draft of the paper first before it gets printed to prevent such incidents from happening? Or could the PDI have intentionally chosen to print the ad and article side-by-side? If so, whose decision could that have been?

Off-topic: What's a copy editor's job supposed to be then?

http://216.40.241.68/contrib/xerx/smileydavid.gif

[abcxyz]

shopwise wild deals 2 and news article placements im highly skeptical about this side by side placement as innocent and unintentional. too much of a coincidence.

ad agencies CAN know, if it wants to, what articles are printed beside its ads, specially at non-important pages/sections such as where the ad appeared. and since the ad agency may have known it, they could asked it where it be printed.

and the newspapers/editors can also know what ads are available. they normally have titles that correspond to what ad size and i bet in this case the editor would have known what that the ad that will appear on that page could have been something like "alv apology" ot "shopwise ad apology". so the newspaper could have made this happen.

but whether the ad agency or the newspaper knew or even not know, the ad placement was sucky. and the ad agency was sucky to allow it to happen. that ad agency likes to sucky it to themselves.

[CaRaMBa]

The message of the new Rejoice Complete TVC isn't as strong as the old one. It shows a woman at work, and then she hugs her guy. Something like that. The whole point of the product is that it's complete! It's an anti-dandruff shampoo that makes your hair soft, and it smells good. (I guess they're trying to say that most anti-dandruff shampoo's do not smell good and they don't make the hair soft.) The 3-in-1 message was not clear in the new commercial.

The old commercial is formulaic, but at least it gets the message across. It shows a family taking a bath, and they use 3 different shampoos. 1 shampoo to fight against dandruff (dad), 1 shampoo to make the hair soft (mom), and 1 to make the hair smell good (kid). Then those 3 shampoos combine into 1, which is Rejoice Complete. Uses a formula, but definitely clearer than the one they have now.

[WhItEFox]

Originally posted by hat_tr1ck


Oh, okay. Thanks for the heads-up. I don't know anything kasi about the publishing industry. I just based my observation from the little snippets of information I get here and there.

So, does that mean that neither one - ad department or section editor - had a clue how that little oversight would appear - in this case, of having the ad appear beside the article?
Off-topic: What's a copy editor's job supposed to be then?

http://216.40.241.68/contrib/xerx/smileydavid.gif

It's not an oversight. The editorial department has no control over the kind of ads that would appear in the pages of the section. The editorial dep't's concern only is the ad dimension that will determine the space that has to be filled up with stories. And there is no copy editor. Just the section editor.

Shouldn't there be a person/department who should review the final draft of the paper first before it gets printed to prevent such incidents from happening? Or could the PDI have intentionally chosen to print the ad and article side-by-side? If so, whose decision could that have been?

Actually, the placing of the ad and the story together is another department's concern--the DIgital Processing Unit. There's no need to review the final draft of the paper. Each department works independently from one another.

and the newspapers/editors can also know what ads are available. they normally have titles that correspond to what ad size and i bet in this case the editor would have known what that the ad that will appear on that page could have been something like "alv apology" ot "shopwise ad apology". so the newspaper could have made this happen.

Oh, you should see the draft. It is very general. Aside from the ad size, it only contains the title or the company the ad is about but nothing about "apology."

ad agencies CAN know, if it wants to, what articles are printed beside its ads, specially at non-important pages/sections such as where the ad appeared. and since the ad agency may have known it, they could asked it where it be printed.

Of course not. They can request for it to be placed on special sections or advance lifestyle sections but not beside an article.

[abcxyz]

i say an ad agency can know what article is printed beside an ad only bec ive done that twice in my career on similar situations -- crisis management stuff.

youd be surprised what an aggressive ad agency can do and not do.

[SILENTMAX]

have anybody else noticed na medyo malabo na yata ang storya nung sa mcdonalds story about kay lolo at si karen?

[CaRaMBa]

Silentmax, yup! No one here has posted anything positive about that ad. No one understands it too. :)

[CaRaMBa]

Can someone please explain to me the Royal commercial? It seems weird, but I can't say for sure 'cause I haven't been able to watch the whole commercial.

It looks as if they copied the "Jasper" idea of Coke.

[hat_tr1ck]

I think McDonald's is just pushing the Karen-Lolo theme forward. That could be why the 2nd and 3rd commercials are going farther and farther away from the theme of the first one. Maybe once the commercial loses the public's interest, they'll reveal just who Gina is. Anyway, I already have an idea. :)

http://216.40.241.68/contrib/xerx/smileydavid.gif

[abcxyz]

Originally posted by ohmy
bikini jeans billboards... mygulay! what are they trying to show? the name of the product is already kadiri..

bikini ba or jeans ang gusto mo? ohh.. jeans na kita yun bikini? or bikini na kita yun jeans sa ilalim? finally saw this bilboard. i saw one at the wall of robinsons galeria. this the same ad we talking about?

it is a very sexy ad. simple visual and you get the point. how i got this is their selling jeans with the brand name "bikini" (the brand name as i posted previously is sucky) that is probably a low-rider (this the correct term?). thats communicating what that brand is all about in a very effective way.

now i want to know who the model is in that ad..... (by the way i suspect a lot of CG was done on that billboard).

[CaRaMBa]

Isn't Gina the one in the second commercial, the one who changed her order to take out and ordered an extra burger, after seeing the picture of lolo (Karen's lolo) in her wallet?

[abcxyz]

new Tanduay Rhum TVC - "baywatch" is this a new tvc? i saw it for the first time last nite. the story is about this sexy woman who is a lifeguard, ala-baywatch, who rescues a man and ends up giving him cpr.

this is a badly done commercial. its a simple formula that any dumb writer with excess hormones can write very well : alcoholic drink + babes in bikini + baywatch = sex = successful alcoholic ad! NOT! i am aghast at how such a surefire concept can so easily fail in delivering the simple macho <-> sex message

i dont normally like sex in ads. but i can accept some sex in ads for alcoholic drinks bec its a naural thing to do. (is it smart? is it creative? ---> thats another post). but this one does not deliver the goods.

to begin with, its a baywatch concept, why the hell didnt they incorporate the single biggest memorable visual technique in baywatch? yup -- its the running babes to cam with their boobies bobbing bop-up and bob-down. and why not include other baywatch signature shots? and there was no drama or play-up on the most important cpr scene. it looked like the director was confused and didnt know what to do.

must have been a real bad storyboard. and what surprises me more is why the director just shot the board. the director should have shot it the way it needs to be. conclusion : a bad writer and a bad director is an awful combination.

-2 stars out of 5.

[abcxyz]

new STREPSILS TVC check this out. its a refreshing change to typical pinoy ads. wonder who did this ad?

[KuyaDanny]

http://www2.mozcom.com/~dannyj/Manix.jpg

I am told this is an ad for a personal lubricant (similar to K-Y) being marketed in France. Does anyone find it offensive or does it get the message across?

[Leigh]

Sprite - somebody asked earlier about Sprite transferring agencies - from Mc Cann, they are now with ONM, i believe started Q2.

RTO - Carambs Didn't like it. Personally, i thought they were trying to revive the Joey commercials of before. A representation of the Generation, but this time, they are trying to do the same thing with the "Roy" and "Al" characters.

hat_tr1ck - are your sure Jollibee changed their commercial? hmmmm...i was told they didn't.

Rejoice Commercials- are they like commercials from Japan or something?

[abcxyz]

Originally posted by KuyaDanny
http://www2.mozcom.com/~dannyj/Manix.jpg

I am told this is an ad for a personal lubricant (similar to K-Y) being marketed in France. Does anyone find it offensive or does it get the message across? it communicates it very well, though it can be too subtle for some. offensive? depends on where it is shown. in the phils maybe not. in france, could be acceptable but i understand it has become a controversial ad even in europe.

personally i dont agree with ads that shock that use sex to do it. i agree with shock value though for certain products.

question though ---- if you believe the ad -- wouldnt it be more appropriate and realistic that the woman would NOT sit so comfortably, almost sedate? with that size, lubricant or no lubricant, the woman ought to be screaming and flailing her arms wildly (for pleasure or pain, you choose). he he he --- just asking.

[CaRaMBa]

Leigh, hmmm could be that. For me naman it seems that they tried to make Roy and Al like Jasper, 'cause Jasper was such a hit. Then they kinda used the BPI idea - advice type. I dunno, ang gulo gulo eh, noh? Sayang, aliw pa naman yung idea na "Roy" and "Al" for Royal.

[hat_tr1ck]

Originally posted by Leigh
hat_tr1ck - are your sure Jollibee changed their commercial? hmmmm...i was told they didn't.


They didn't change it. They just changed the way the girl said "...kasi po bumalik ka na eh." I noticed it right away. :)

On another note, is it just me or are the testimonial-type of commercials getting way out of hand. Everwhere I look, it's always a testimonial-type ad I see on TV. :rolleyes: Can anybody recall what commercial started this trend recently?

http://216.40.241.68/contrib/xerx/smileydavid.gif

[CaRaMBa]

Was is Dove? The one where the woman said "Whaaaaaat?" Testimonials have always been used by detergent bars, but right now there's a fad...

Let's come up with a list of testimonial ads. The current ones... :)

Dove
Rexona
Alaxan

LOL wala na akong maisip, diba marami pa?

[Leigh]

testimonials - i also think it was Dove.

marami pa nga: (am just adding to your list)
dove
rexona
alaxan
colgate- mycolgate series
surf
creamsilk?

[Leigh]

testimonials - i also think it was Dove.

marami pa nga: (am just adding to your list)
dove
rexona
alaxan
colgate- mycolgate series
surf
creamsilk?

[kath001]

1.surf- lumen series
2.dove
3.rexona

[abcxyz]

testimonials as an ad format has been in philippine advertising (and global advertising) for a very, very long time. (by the way, there are several sub-variations of the testimonial, to name a few : real-people; talking head/s, "pseudo"-testimonials, etc) it is one of the mainstays, along side "slice-of-life". theres no way in ogilvy will we get rid of this format.

i think its not so much the number of ads with this format, but rather the quality of the ads. in one word -- they are totally sucky. well ok, 4 words.

what i dont like in today's testimonial's ads is its utter lack of creativity, imagination or even realism. the writers dont even want to make a tiny effort to make the ad more interesting or even at least DIFFERENT from the other testimonial ads. it appears to me, creative directors have simply chosen to make their testimonial ads diferent on the basis of use of a DIFFERENT talent and nothing more. DUH! how creative is that?

i think, and i will probably get the ire of creative directors for saying this, CREATIVE DIRECTORS WRITE TESTIMONIAL ADS BECASUE THEY ARE LAZY TO THINK OF SOMETHING CREATIVE. if you look at the quality of the testimonial ads aired today, its a no brainer really. not much thought, time and creativity has been put into them. i get the feeling creative directors resort to testimonials when they are stumped and cant get a new idea or when the presentation is 2 hrs away and they need to show a storyboard. why do i say that? look at these testimonial ads ---> the testimonial ads you see today are what seems to be the exact words in creative briefs and creative strategies. these ads are no more than a product brochure. its like reading the manual for a product.

i agree, testimonial ads are sucky.

[Altariel]

i'm a couch potato, tv addict, and have a morbid fascination for all kinds of ads in all media(especially tv)..

effective:
first two dove testimonials -- si lola and chubby wife (makes you want to look so young even when you already have a granddaughter :D)
first karen mcdo commercial
WOW philippines -- i'd give this one an award.. very very nice :D
the SMB one hundred years.. nice concept.. nostalgic but very pinoy without being too corny like the smart commercial..
rexona (wala ba kayong mga kamay)-- for obvious reasons, and no, not because they are hunks.. i first thought they looked so gay..:p
huggies -- the babies taking off their diapers to stop some leaks.. cute noh? :D

the kadiri ads (you remember it coz its kadiri)
rexona -- do they have to broadcast the pawis making tulo??!?
rat killer commercial, baygon ipis commercial..

lousy ads
everything else..

[CaRaMBa]

New vertical streamers along EDSA. You'll know it's an ad for a medicine for kids. The first streamer shows a bottle, the second one shows a mom and kid (hmmm I'm not so sure now... let you know when I see it again). But you will wonder about the brand. You will not be able to read the text AT ALL. Even just the name! I had to squint and I was finally able to read it after several streamers - it was DIMETAPP. Normally, I don't think people will care to look twice and exert effort. If they can't read the name, then who cares, they'll just keep on driving.

Why can't these people test the streamer first, before mass producing? They should study the distance and height and figure out if the text can be read at all. If not, it's just a waste of money. And if I'm not mistaken, those placements (along EDSA MRT) are really expensive.

[hat_tr1ck]

Just to add to the list of testimonial-ads:

Dove
Rexona
Alaxan
Colgate - My Colgate series
Surf
Creamsilk
Downy
Some cough medicine whose name escapes me at the moment

Re: My Colgate series. Is this the one with the kids, 'yung "soooo mabango" and "kaya pala lagi n'yang niki-kiss si mommy"? It looks too artificial to me, like it's almost scripted.

Re: Surf. They have a testimonial ad now? All I see kasi is the Lumen "You look AWEsome" ad.

Re: Creamsilk? Is this the "It's like a magic" ad?

Now, how about the commercials where they do "tests and convert someone to use the product being aired, like the Joy Dish Cleanser commercial of Michael V., can that be considered a testimonial ad?

Originally posted by Altariel
first two dove testimonials -- si lola and chubby wife (makes you want to look so young even when you already have a granddaughter :D)

WHAAAAAAT?! :lol:

http://216.40.241.68/contrib/xerx/smileydavid.gif

[hat_tr1ck]

Originally posted by CaRaMBa
New vertical streamers along EDSA. You'll know it's an ad for a medicine for kids. The first streamer shows a bottle, the second one shows a mom and kid (hmmm I'm not so sure now... let you know when I see it again). But you will wonder about the brand. You will not be able to read the text AT ALL. Even just the name! I had to squint and I was finally able to read it after several streamers - it was DIMETAPP. Normally, I don't think people will care to look twice and exert effort. If they can't read the name, then who cares, they'll just keep on driving.

Why can't these people test the streamer first, before mass producing? They should study the distance and height and figure out if the text can be read at all. If not, it's just a waste of money. And if I'm not mistaken, those placements (along EDSA MRT) are really expensive.

They could be targeting the "stuck-in-traffic" market. :) Rush-hour traffic is sometimes so slow, you could actually read everything that's written on the streamers.

http://216.40.241.68/contrib/xerx/smileydavid.gif

[Leigh]

Surf - didn't they have the wais series (they were saying ssomething like they are like Lumen na wais sa buhay)?

Creamsilk - yes it's the "magic" ad - the "parang gumaganda na ang barangay ah"

hat_tr1ck - i really asked Jollibee if they changed the way the girl said the line - they really didn't daw po.

Regarding the Joy liquid soap commercials - they actually remind me of the series before for Beer na Beer - Jay Sonza with his covered beer bottles. And this ovaltine commercial series with the kids trying covered mugs. :D

Actually Joy has actually come out with a lot of different commercial series already - 1.) Michael V. going to the different houses for 'surprise visits'. 2.) the World Record thing am sure there's a third one, i just can't think of the specific one at the moment.

Endorsers - there used to be a discussion in this thread a few months ago about endorsers...so who are the favorite endorsers of this generation?

1.) Sharon Cuneta - McDo, PH, Century Tuna?
2.) Aga Mulach - Argentina, Touch Mobile, Jollibee, Century Tuna?
3.) Kristine Hermosa - Talk N Text, Illustrazio, Happee
4) Carlos Agassi - Shakey's, Hanford...
5.) Michael V. - Joy liquid soap, some biscuit and Refresh
6.) I won't be surprised if Frankie follows her mom - she just made her first million with the milk commercial (and she's not even 2 yet)
7.) Jolina - Zesto, Ligo, Some Biscuit.


**you might want to add some product endorsers and endorsements :)

[hat_tr1ck]

Originally posted by Leigh
hat_tr1ck - i really asked Jollibee if they changed the way the girl said the line - they really didn't daw po.

Actually Joy has actually come out with a lot of different commercial series already - 1.) Michael V. going to the different houses for 'surprise visits'. 2.) the World Record thing am sure there's a third one, i just can't think of the specific one at the moment.


Trust me, they did. :) I have an eye (and ear) for commercials. I can even still recall some of the old commercials and jingles from the '80s. :D

The people you asked probably either didn't know there was a change or won't admit it kasi nga when it first appeared, the way that line was said sounded depressing, which is the exact opposite of Jollibee's "Be Happy" theme. :) And if I'm not mistaken, I think they even re-edited the camera shots.

As for Joy, another one of their ads was for the new scents they had, where the birds (and butterflies I think?) mistook the Joy liquid soap for the real thing, like apples and flowers.

Originally posted by Leigh
Endorsers - there used to be a discussion in this thread a few months ago about endorsers...so who are the favorite endorsers of this generation?

1.) Sharon Cuneta - McDo, PH, Century Tuna?
2.) Aga Mulach - Argentina, Touch Mobile, Jollibee, Century Tuna?
3.) Kristine Hermosa - Talk N Text, Illustrazio, Happee
4) Carlos Agassi - Shakey's, Hanford...
5.) Michael V. - Joy liquid soap, some biscuit and Refresh
6.) I won't be surprised if Frankie follows her mom - she just made her first million with the milk commercial (and she's not even 2 yet)
7.) Jolina - Zesto, Ligo, Some Biscuit.

**you might want to add some product endorsers and endorsements

Just to add:

1. Sharon - Alaska's "Add Alaska, Add Love"
2. Kristine Hermosa - Family's Brand Sardines (she replaced April Boy Regino, at least on TV kasi si April Boy pa rin 'yung nasa radio) and a school that has a funny acronym: ABE :lol:
3. Cesar Montano - Some canned sardines na "Tatak Barko, Tatak Sariwa"
4. Paolo Bediones - Little Caesar's

Isip pa ako. :)

http://216.40.241.68/contrib/xerx/smileydavid.gif

[CaRaMBa]

TESTIMONIALS


Some cough medicine whose name escapes me at the moment


Solmux?


They could be targeting the "stuck-in-traffic" market. Rush-hour traffic is sometimes so slow, you could actually read everything that's written on the streamers.


Nah, they still should have made the text (or at least just the name of the brand) larger.

ENDORSERS

Leigh, to add...

Sharon Cuneta - Alaska, Winner Corned Beef, Superferry, Del Monte or Dole juice?,

Aga Mulach - Bobson Jeans, an electric fan brand

Kristine Hermosa - Maxipeel, Family brand sardines, ABE College (at aircon pa!)

Carlos Agassi - Stork

COMPARISON

Let's also talk about comparison ads! Where the product being endorsed is compare with a Brand X product. Leigh mentioned Beer na Beer, Ovaltine, and Joy... There are also ads that obviously lambasts another product (but right now I can only think of Tide versus Surf...)

I think a lot of laundry bars went through this phase. And soaps! Of course! And toothpaste...

Hmmmm come to think of it, there really are a lot of formulas out there, huh?

[abcxyz]

some of the ads listed are not TESTIMONIAL ADS. surf for example is not, its a continuing character, slice of life.

on the topic of surf tv ads --- they have screwed around too much on its format in the lates ad. lumen is no longer portrayed as the young. smart (wais) modern housewife and the mom is no longer the traditional, strict, doubting in law. in fact in the latest ad, they have given the "authority" to a third party, unrelated to them. dont know if the ad agency is aware of what they did, but they have lost the authority figure and point of admiration on their most beloved characters.

what a grand way to screw up a succesful campaign! this is typical unilever and lowe.

[CaRaMBa]

Hmmm for me, they didn't give the authority to the third party, since they had their own answer to the problem - surf with bleach. If you watch the past commercials, third parties also talk about a good, but expensive product. But Lumen always sticked to Surf. So I don't agree that they gave the authority to a third party.

BUT I do agree that the 'WAIS' message was weak this time. The commercial really just came across as an introduction to a new product/variation, that is, Surf with bleach. But they weren't able to convey (to me, at least) that it is 'wiser' to buy Surf because even if it's cheaper, it delivers the same results.

[CaRaMBa]

By the way, what's up with Sprite? They had a great campaign with "Magpakatotoo Ka!". But they're so quiet now. What happened? By turns ba yung Coke brands? Royal was quiet that time, and now that they have ads, Sprite's quiet naman.

[abcxyz]

Originally posted by CaRaMBa
Hmmm for me, they didn't give the authority to the third party, since they had their own answer to the problem - surf with bleach. If you watch the past commercials, third parties also talk about a good, but expensive product. But Lumen always sticked to Surf. So I don't agree that they gave the authority to a third party.

BUT I do agree that the 'WAIS' message was weak this time. The commercial really just came across as an introduction to a new product/variation, that is, Surf with bleach. But they weren't able to convey (to me, at least) that it is 'wiser' to buy Surf because even if it's cheaper, it delivers the same results. lumen used to play that role -- the woman who was wais who made the right decision and smart decision about choosing surf. now, both the mother in law and specially lumen didnt know what to do to solve the problem. in this sense, they have mafe lumen "abdicate" her authority.

this is a mortal sin in continuing character advertising. the strength and power of a conitnuin character is CONSISTENCY / CONTINUITY at the minimum, and authority at the most.

dati, lumen was wais, now lumen is clueless.

[CaRaMBa]

Hmmmm Lumen really didn't come across as clueless to me. :)

[Leigh]

will comment on the other posts later, just wanted to post the winners of the Pilak Awards

Thanks to joeydaninja for the list of winners (got this from the Movies and TV forum.
in alphabetical order
1. Ajax "Maxima Labandera"/ TV
2. Astra "Superman"/ Print
3. Ayala Land "Grass to Glass" /Print
4. Banco Filipino "Subok na Matibay, Subok na Matatag"
5. Bench "richard/Rowing" / TV
6. C U in Cebu "Donut Bai" / TV
7. Camay "Ang Barko...President Roosevelt" / TV
8. Colgate "Sinag ng Fresh Breath/Magie Moran" / TV
9. DBP "Narda" / TV
10. Del Monte Spaghetti Sauce "Novices" / TV


11. Del Monte Spaghetti Sauce "Godfather" / TV
12. Dequadin "Do-Re-Mi" / TV
13. Gold Eagle Beer "Billards" / TV
14. Johnson's Floor Wax "Parachute" / TV
15. Jollibee "Ligaw" / TV
16. Jollibee "Lola" / TV
17. Jollibee "I Love You Sabado" / TV
18. Knorr Chinese Soup "Pu-Yi/Good-ah!" / TV
19. Magnolia Frozen Delights "Mommy" / TV


20. MCDonald's Karen/Lolo" / TV
21. Milkmaid "Grow Tall Little Man" /TV
22. Mr. Clean "Labadami, Labango" / TV
23. Nestle "Sa Mata ng Bata" / TV
24. PLDT "Billy" / TV
25. PLDT "Suportahan Ta Ka" / TV
26. PAL "Shining Though" / TV
27. Palmolive Soap "I can feel it" / TV
28. Petron "Palyado" / Radio
29. Purefoods "Goodbye, Carlo" / TV
30. Royal Tru Orange "Joey-Mantika" / TV


31. Rubie Blades "Ahit Pogi-Harana" / Radio
32. Safeguard "Konsensya/Supermarket" / TV
33. San Miguel Beer "Isang Platitong Mani" /TV
34. San Miguel Beer "Bruno" / TV
35. Sarsi "Angat sa Iba" / TV
36. Spartan Rubber Sandals " Criselda" / TV
37. Sprite "Japorms" / TV
38. Superwheel " Magpatuka na lang ako sa ahas" / TV
39. Super Shell "Zoom Zoom" / TV
40. Tide "Nagkabistuhan na" / TV

[CaRaMBa]

Wow!!! Memories! These I really like...

C U in Cebu "Donut Bai" / TV
Del Monte Spaghetti Sauce "Novices" / TV
Jollibee "I Love You Sabado" / TV
MCDonald's Karen/Lolo" / TV
Magnolia Frozen Delights "Mommy" / TV
Mr. Clean "Labadami, Labango" / TV
Nestle "Sa Mata ng Bata" / TV
PLDT "Billy" / TV
PLDT "Suportahan Ta Ka" / TV
PAL "Shining Though" / TV
Purefoods "Goodbye, Carlo" / TV
Royal Tru Orange "Joey-Mantika" / TV


Are there ads that you think should have been included?

I like Ayala's Waters of March TV ad. "A stick a stone..."

[abcxyz]

hmmm interesting list. some of those in the list i have been involved in.

[CaRaMBa]

Mads, the list you posted, those are just the finalists? Aren't there only 25 winners? :) Where can we get a list of the winners? :)

[yassy]

i just love the new FITA commercial!!!:)

[neonhyde]

In line with the 4A's 25th anniversary (am not related to the group) , I would like to ask you guys what's ur favorite/classic commercial??? :D

[KuyaDanny]

Merged neonhyde's thread with the older, more established one.

[Leigh]

oops. ones posted were just the finalists, here are the real winners:

Again, thanks to the people of Movies and TV namely: vertigo and edching908 for the information

25. Camay
24. Astra Thread ""superman"
23. Jollibee "Lola"
22. Chinese soup "Just add one egg"
21. Mr. Clean "Labadami Labango"
20. Del Monte "Magnifico"
19. PAL "Shining Through"
18. DBP "Inay Sipag"
17. Purefoods TJ Hotdog "Goodbye Carlo"
16. Sprite Magpakatotoo Ka "Japorms"
15. Johnson's Wax "Johnson's yata yan"
14. Bench "Rowing"
13. SMB "Mag-beer muna tayo"
12. Jollibee "Ligaw"
11. Zoom Supershell
10. Gold Eagle
9. Del Monte Spaghetti Sauce "Preferred by Mothers"
8. McDonalds "Karen po"
7. Palmolive Soap "I can feel it"
6. Ayala Land "From Grass to Glass"
5. Ahit pogie (radio ad)
4. Royal Tru Orange
3. Sarsi "Mag-Sarsi ka para maiba"
2. Superwheel "Magpatuka sa ahas"
1. SMB "Isang PLatitong Mani"

am really suprised that the old commercials of SMB like "she-boom" didn't even get recognized

my personal favorites of all the finalists are:

C U in Cebu "Donut Bai" / TV
Dequadin "Do-Re-Mi" / TV
Jollibee "Ligaw"
Knorr Chinese Soup "Pu-Yi/Good-ah!" / TV
MCDonald's Karen/Lolo" / TV
Milkmaid "Grow Tall Little Man" /TV
Mr. Clean "Labadami, Labango" / TV
PLDT "Billy" / TV
PAL "Shining Though" / TV
Palmolive Soap "I can feel it" / TV
Purefoods "Goodbye, Carlo" / TV
Royal Tru Orange "Joey-Mantika" / TV
Rubie Blades "Ahit Pogi-Harana" / Radio
Safeguard "Konsensya/Supermarket" / TV
San Miguel Beer "Isang Platitong Mani"
Sarsi "Angat sa Iba" / TV
Tide "Nagkabistuhan na" / TV

Am glad that Sarsi's ad got one of the top spots, i can still remember the song till now. Royal's Joey series was something i really grew up with. Knorr Chinese Soup! I love that commercial!!! just add one egg

What's the Gold Eagle commercial? i can't seem to remember it at the moment - billiards?

More insights about the winners and the awarding ceremonies (http://www.pinoyexchange.com/forums/showthread.php?s=&threadid=116332)

yassy - still haven't seen it yet. what's it about?

[zimdude]

were you misled by the Smart "Pure Txt 100" ad? a lot of people were, including ncluding people on this Technology Today thread (http://www.pinoyexchange.com/forums/showthread.php?s=&threadid=113227).

now, this INQ7 article says Smart is in hot water (http://www.inq7.net/inf/2002/sep/13/inf_1-1.htm).

however:
Smart's public affairs head, Ramon Isberto, clarified, however, that print ads and flyers explicitly stated, in Filipino even, that voice service would be completely suspended should a subscriber use a "Pure Text 100" card.

He added that it was explicitly written at the back of a "Pure Text 100" card that "this card is for text messaging only."

is the ad misleading?

[zimdude]

Shopwise Wild Deals 2 is back in print!

[Krakista]

Originally posted by zimdude
were you misled by the Smart "Pure Txt 100" ad? a lot of people were, including

is the ad misleading? They've already revised their TV ad. This time they made it clear you need the PhP 300 card to avail of voice services. That shows how simplistic the market is.

[Krakista]

Originally posted by Leigh
[What's the Gold Eagle commercial? i can't seem to remember it at the moment - billiards?It started out as a teaser, then when it was introduced it had this nice techno music. People then thought the teaser was for Asia Brewery's initial product which turned out later to be Beer Hausen. Beer Hausen was to be positioned against SanMig Pale Pilsen but Gold Eagle was launched so that it would not be so and would rather have it position against Gold Eagle which is a low end beer.

11. Zoom Supershell A remake of this was made with Leah Orosa but the Billy Ocean jingle is no match for that Zoom, Zoom, Supershell .... :note:

1. SMB "Isang PLatitong Mani" This was a star-studded commercial starring the late Bert "Tawa" Marcelo, the late Gabriel "Flash" Elorde and the then billiard great Amang Parica among others.

13. SMB "Mag-beer muna tayo" The first incarnation of the "Mag-Beer Muna Tayo" ad was the one with Bert "Tawa" Marcelo and "Bruno," who threatened to chop Marcelo into powder ("Pupulbusin kita"). Then Marcelo simply uttered, "Mag-beer muna tayo." Then the jingle goes "Mag-beer muna tayo, mag-beer muna tayo, sa San Miguel Beer nagkaisa, mag-beer muna tayo."

The predecessor of "Mag-Beer Muna Tayo" was "Isa Pa Nga". "Ito Ang Beer" and "Iba ang May Pinagsamahan" were the successors of "Mag-Beer Muna Tayo."