AUGUST 2016
©
PAUL SORIANO
j osh to lenti n o
MAN IN FILM
contents JUICELETTER | AUG 2016
Camera, Advertise! 01 Lights, by jedd ong
05 #AdGoals by bea morales Luna 09 Heneral by lloydie moreno Star Wars: Advertising 11 Awakening
by shekilah bartolome and pia lucindo
Soriano: Man in Film 15 Paul by shekilah bartolome
23
Sinag Maynila by lloydie moreno
MMFF 2016 27 AdCritique: by mary balane 5 Best Blockbusting Movie
29 Ad Campaigns by mary balane
33 AdSights by mary sugui 35 Pulpy Goodness
The up advertising core (AdCore) is the only student-run, not-for-profit organization and student advertising agency based in the College of Business Administration of the University of the Philippines, Diliman. The Juiceletter is the official publication of the organization.
execore: President bettina abad santos • VP for Creatives ryan dela rosa • VP for Finance and Corporate Affairs shara santiago • VP for Human Resources deina blancaflor • VP for Public Relations and Promotions nikka mabuti • VP for Special Events and Logistics katlyn sadurai
Editor-in-Chief shekilah bartolome • Feature Writers mary balane | lloydie moreno • Layout Artists farah baldos | edward santiago • Creatives viel vidal • Photographer josh tolentino • Finance and Corporate Affairs unagh rutor • Human Resources mary sugui • Public Relations and Promotions therese aseoche | pia lucindo • Contributors jedd ong | bea morales
EDITOR'S NOTE power that movie advertising has
cutting class, standing in front
— to make you happy and excited,
of his studio. With shaky hands,
thrilled and terrified, anxious and
we opened the door, and lo and
angry — to make you feel... feelings,
behold - the first thing we see
months before you enter those cinema
is the director himself. When it
halls and smell the comforting smell
comes to considering who would
of fresh and crisp butter popcorn.
be an appropriate person for this
Particularly for our generation, the
issue on movie, advertising, and
race of millennial-movie-junkies-slash-
movie advertising, there really was
super-committed-and-accomplished-
no other individual than the Paul
binge-watchers, the cinema house
Soriano. In his interview on page
has grown to be quite the third home
15, you can also read his interesting
in our life and the place we first meet
take on why a movie really isn’t just
our new movie favorites. Much of that
2 hours long.
is thanks to movie advertising. It is its work and force that always pulls you
Also inside this issue are articles
When you think about it, the gift that
back to buy that movie ticket. Which
on much-beloved film festival
we call movie isn’t just 2 hours long
is why, in this issue of Juiceletter, our
Sinag Maynila, universally-hailed
— or in the case of experimental art
editorial team has chosen to serve
movie marketing juggernaut
film Logistics a.k.a the longest movie
you a little bit of Movie, a little bit of
Star Wars, brusque local favorite
ever made in the entire human history
Advertising, and a lot of both.
Heneral Luna, and a lot more. We also have a commentary on Metro
— 35 days long, which is just about 857 hours. No big deal. But with 857
In this issue, we are very honored to
Manila Film Festival (MMFF) 2016
hours, I still dare say: nopity-nope. I
have director, producer, advertiser, and
and a new
think the experience we fondly call
all-around creative guy Paul Soriano
film doesn’t start when the reel rolls. It
featured on our cover, in an exclusive
Well, there’s really so much more
starts way back. Way back before you
series of portraits by Josh Tolentino,
I could say about what are in
sink yourself into those red velvety
plus a rare interview. I still remember
these pages, but in the end, in line
movie chairs we’ve all come to relish
our first editorial team meeting, and
with what movie advertising is all
in, way back before you giddily put
how we all knew aiming for the director
about, I think it is best to leave
your sanitized and scratch-free 3D
was one very long shot. But come one
you wanting more. So go ahead
glasses. When then? I’ve got two
very unassuming Thursday whilst in a
and read, and I hope you will find
powerful words: movie advertising.
wifi-void classroom, I finally got a very
movie advertising as fascinating
exclamation-point abused text from By the first click on the teaser, the
my right-hand gal Unagh Rutor which
first glance of a poster, the first clip
went: “Did you see the email!?! Paul
of an interview, movie advertising has
Soriano said YES!!!!!! Yes! Yes! Yes!”
already captured you. It’s love, or in
Needless to say it was impossible to
some unfortunate cases, annoyance,
concentrate on economics afterward.
at first sight. And that’s exactly the
A week later, we found ourselves
#AdGoals list.
as we have. W
Shekil ah Bar tolome
LIGHTS, CAMERA,
ADVERTISE! Chances are you remember quite a few commercials. Whether it be that pretty girl mugging the camera for deodorant or that phone number jingle from your erstwhile cable provider that just will not stop playing in your head during a math test — you know the good ones when you’ve seen them. BY JEDD ONG
They’re slick, embody the brand image
At this point, it’s worth wondering
This brings us to the next point:
the company wants to put out, and
as well why companies are cashing
brands gravitate towards branded
(usually) cloying.
in on branded content. The reasons
content because it gives them an
for such are three main concepts:
avenue to make art. Today’s brands
authenticit y, art, and survival .
do not just sell you a product or a
Enter branded films. While at its most basic, literally a more elaborate
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tagline: they sell you a story. And
commercial, “basic” does not do
Regarding the first point, in today’s
stories in themselves are works of art
branded films justice. Rather than your
social media obsessed and media-
— much like every “great” brand. See,
run-of-the-mill product placement
accessible society, brands need to
brands after all are not just labels to
ad in a movie (See: The Rock’s Under
strive to be as authentic as possible
sort out products on a shelf: they are
Armour marked pectorals in FAST FIVE,
because of the massive capability for
philosophies by which ordinary people
the use of Hershey’s Reese’s Pieces in
scrutiny they face in today’s hyper-
live by. Buy Nike, and you are strong.
ET, and Mini Coopers in THE ITALIAN
conscious, hyper-connected world.
Drink Coke, and you taste… feelings.
JOB), what separates branded films
People more than ever are striving not
These concepts are inherently profound
from regular product placements
just to find brands they can trust, or
by themselves. Good brands realize,
and commercials is that branded
brands that stand out for the sake of
and branded content is able to better
content is meant to be… enjoyed at
standing out. They want brands they
communicate that profundity for them.
a higher level. Whereas product
can trust, and can relate to. This is
placements may use films to make
what branded content offers for both
Lastly, tying all of these things
their brands visible, branded content
brand and audience. It’s a platform for
together is really the simple concept
bets on the strong compatibility of
brands to convince their audiences
of survival. To succeed, brands need
the brand with the films it aligns itself
that who they are is far beyond a
to survive. To survive, brands need
with, its viability within the fabric of
logo, or a snappy tagline, or a well-
to be remembered and remembered
pop culture, and the sheer quality
valued product. They’re you — or more
with fondness. And fondness is not
of the films in itself.
precisely, they are just like you, and,
just a fuzzy feeling one gets inside
and they want to tell your story.
after hearing a nicely played jingle or
f e at u r e s
lights, camera, advertise!
laughing at the inherent cheesiness of a man in a cow suit dancing for a Lucky Me! commercial (Sorry, guys). It’s all about finding more effective and meaningful ways of getting into (and nestling themselves in) the heads of your viewer. And to do that, sometimes you need more than a flash of logo-emblazoned images: you need content that people can stand for, logo or none.
On that note, here are 4 notable examples of branded content that you ought to check out:
1. THE LEGO MOVIE It’s basically a 90 minute Lego toy commercial, but this makes the cut because the movie’s plot, visuals, and action sequences are too awesome to resist. The path journeyed by a seemingly pathetic everyman, the eventual master builder Emmet, is just jawdroppingly fun (the toys!) and heartwarming. While you blatantly get the gist that for Lego to promote their new and old products, what makes this form of branded content so special is that it does a good job of communicating Lego’s message to everyone: that everyone, if they only believe, can build something that can make everything indeed, awesome.
screencaps youtube.com/watch?v=fz_JOBCLF-I
the movie is pretty much an avenue
juiceletter | aug 2016 | 0 2
2. THE INTERNSHIP I’m personally not a fan, but the movie sort of works, if because of how ubiquitous Google is in our daily lives. The novelty of seeing middle-aged Vince Vaughn and Owen Wilson apply for the competitive, millennial-dominated internship program of Google, “The Internship” shows us how Google is just as much a part of our culture now. Here we see how branded content is still a vehicle for a brand, conscious or not. The whole film revolves around Google, and (attempts) to embody what Google seems to perceive itself as: a platform that connects the world, allows it to adapt, and makes it a better, livelier, and happier place. It’s textbook branded content, despite its shortfalls as a movie. screencaps youtube.com/watch?v=cdnoqCViqUo
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While the plot generally sucks — Vince Vaughn’s and Owen Wilson’s team miraculously invents an app while drunk and through the power of love and camaraderie and teamwork — and while generally, the movie tends to overtly favor Google for better or for worse (Young People! Apps! Omnipresent Headphones! Unrealistic Hackathons!), it does set out what branded content is and why it works: because it runs as a platform for a brand to fully share its story.
f e at u r e s
lights, camera, advertise!
3. JOY
4. CASTELLO CAVALCANTI
The movie revolves
Wes Anderson hipster trash, I kid you not. I included this film
around self-made
here because for me, if there is one work that represents the
entrepreneur Joy
future of branded content it is this: the Prada-sponsored,
Mangano and her
Wes Anderson-directed short film about a boorish race car
journey from down-on
driver who finds home in a car crash and eats some rich,
her luck divorcee to
technicolor spaghetti.
millionaire business mogul. She gets
What’s striking about the film is how subtle the Prada
there not just on
advertising is throughout. The logo only appears at the start
the strength of her
of the film, and on the back of the race car driver’s racing
pioneering invention,
suit, and even then not more than a few seconds. Prada here
The Miracle Mop, but
does most of its advertising work not just through blatant
through the help of
brand signalling, but simply by aligning itself with quality
two catalog shopping
art — which of course what Prada products are, or so the
TV networks: QVC
film tries to shows you.
and Home Shopping Network. It’s also worth
And that is the point of branded films. What makes branded
noting that Jennifer
films so important in today’s label-driven, logo-conscious
Lawrence won an
world, is that it allows more and more brands to share their
Oscar for her portrayal
stories with you. At the core of every brand after all are
of Joy here, so do
(hopefully, unless we are all secretly governed by robots)
check that out!
human beings with a will to mold the world for the better. And what more — at the core of every brand worth revisiting
Much like the other
is a story worth sharing to others. And in today’s world, that
two films, it’s worth
might be worth more than any catchy jingle you can conjure up in a boardroom. W
taking a closer look at how the interplay of both the many brands in the film and the values espoused by the movie (i.e handwork, ingenuity, and an everyman’s determination) give the
screencaps youtube.com/watch?v=b87B7zyucgI
photo flickreel.com
movie it’s character.
juiceletter | aug 2016 | 0 4
#AdGoals INSPIRED AND BRILIANT
As Marshall McLuhan once said, “Ads are the cave art of the twentieth century.” BY BEA MORALES
No matter what industry you are a part
Here are some ads that deserve
of, advertising has the ability of creatively
a
providing glimpses of what you wish to
after they got to highlight their message
express to people, just as how cave art has
in the most inspired and brilliant ways.
#GOALS stamp of approval
shown us the beauty of cultures past.
FOREVER 21: THREAD SCREEN Social media platforms have evolved to become one of the most powerful tools of advertising today. It’s no wonder that Forever 21, one of the world’s leading fashion retailers, chose to use social media and reinvent thread and technology by turning a once simple on-screen visual to an extraordinary work of art. Imagine posting a photo on Instagram. Usually, it stays in your perfectly curated feed, seen by your followers scrolling through their IG. Now, imagine that photo appearing on a big screen. And get this, it’s not just a big screen, but a Thread Screen, reaching people globally beyond your IG feed. This is the F21 Thread Screen, one of the most complex machines ever built for a brand. The thread screen makes use of 6400 mechanical spools of thread (yes, thread!) to make your photo come to life beyond your IG screen. With the help of insanely crafted SOURCE: https://f21threadscreen.com/
technology, Forever 21 was able to translate Instagram photos on a screen unlike any other: made from thread, the most basic element of fashion. Once a photo is posted with the hashtag
#F21ThreadScreen, the spools start rolling to change in color in order to recreate the photo to the tiniest detail. Imagine the
05
f e at u r e s
#adgoals
wonder of it all, and even getting a personalized video of your photo appearing on the F21 Thread Screen. Who knew technology like that could exist? It was simply genius. As Forever 21 Chief Creative Officer Andrew Zolty envisioned, they wanted to do something that would reach people globally and create waves across the industry. You can never go wrong with fashion, technology, and social media all rolled up into one.
HYUNDAI: A MESSAGE TO SPACE Whoever said that the Great Wall of China was the only visible man-made structure from space didn’t see the Hyundai’s
# AMessageToSpace
advertisement. Who would have thought that cars could go beyond its function as a means of transportation? Take the example of a little girl whose name was Steph. A daddy’s girl at heart, all she wanted was to send her father a message showing how much she loved him. There was only one problem: he was an astronaut far, far away in space. So, Hyundai came in and orchestrated a cosmically epic stunt. Using a fleet of 11 perfectly synchronized Hyundai Genesis sedans, they wrote the biggest tire track image ever made — a giant version of Steph’s message of love, in her own handwriting, in the grounds of Nevada’s Delamar Dry Lake. In this sweet and tear-jerking ad that surpasses distance and space, Steph was able to send her love from Earth to her dad thousands of miles away in the International Space Station. For a father far away from his little girl, this would probably have to count as the sweetest message he could ever receive. The #AMessageToSpace campaign ran for only a month, but sent ripples across space because of its brilliance and innovativeness.
SOURCE: http://worldwide.hyundai.com/WW/Experience/ Campaign/AMessagetoSpace/index.html
juiceletter | aug 2016 | 0 6
DISNEY: DISNEY SIDE Disney seems like a common theme connected to almost every kid’s childhood memories. While these young ones seem to be Disney’s market, a recently released Disney Parks campaign proved otherwise. Disney created a campaign called Disney Side that encourages everyone to show their side that laughs more and plays more, experiencing the magic of Disney. In it’s New York reveal, a string of unsuspecting shoppers walked past a white screen only to get the surprise of their life as silhouettes of Disney’s classic cartoon characters start mimicking their every move from behind a backlit set of doors. It’s very charming for both kids and the young-at-heart because who wouldn’t have fun being Goofy? Eventually, the video ad shows the big reveal where the Disney characters come out of the screen, greeting and hugging everyone, whilst spreading the magic of Disney. Everyone seemed to turn into kids once again. The experience wasn’t just a marketing strategy, but Disney’s fun treat for everyone to be brought down memory lane and experience the joy of being a child with their iconic characters. In this feel-good campaign, Disney successfully proved that
credits go here
it was not just for the young ones, but the young once as well.
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SOURCE: https://www.youtube.com/watch?v=Hd_2Y29_FLU
f e at u r e s
#adgoals
SOURCE: https://www.youtube.com/watch?v=XLpDiIVX0Wo
EXTRA GUM COMMERCIAL: THE STORY OF SARAH AND JUAN Who doesn’t love a great love story? As heart-warming and tear-jerking as your favorite romantic movie can be, here’s a great one made even greater because of one thing you’d never expect: GUM. The advertisement, which got over 1.1 million shares, started off with your typical boy-meets-girl-in-school-overbooks-that-fell-to-the-floor story. Along with a beautiful rendition of “Can’t Help Falling In Love,” the commercial featured the ups and downs of a relationship with Extra Gum appearing in significant moments. After a flashback that stretched through their college life and young adulthood, the commercial ended with a marriage proposal that sealed the perfect love story. Using wrappers of Extra gum Sarah had given and Juan had collected over the years they were together, the proposal consisted of cute sketches he drew on the wrappers that documented their relationship from the first time they saw each other, to the first time they kissed, and to the time they were apart. It all came together at the end, when Sarah sees the last framed Extra gum wrapper, one with a drawing of Juan proposing. She turns around to see Juan actually popping the question. It was more than enough to make anyone go “awww” — all because of gum! Turning the classic love story into a commercial-worthy piece was a genius idea from Extra, for not only did it make hopeless romantics swoon, but it was also enough to make unbelievers a believer of that crazy force called love — and gum. Advertising always involves creativity, and so it’s amazing to see the advent of ads that are products of such creativity and brilliance. These are just a few of our # AdGoals that made it to the list, but there are so much more ads out there that deserve to be recognized, too. How about you, what’s on your # AdGoals list? W
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I’ve always been a sucker for Philippine history. I remember in my elementary days when I’d skim through my mother’s library of old and fragile books looking for ones about our heroes. TEXT LLOYDIE MORENO ART EDWARD SANTIAGO
J E R O L D
T A R O G ' S
HENERAL LUNA The same excitement I had about history
strategy, later on it was also saved, in
when I was younger was reignited by one
true Heneral-Luna-Revolution fashion,
of the biggest period films of all time,
by the fiery hearts of the very people
the masterpiece that blew into epic
it inspired. In this article we learn
proportions: Heneral Luna.
more about the forceful and strategic campaign of Heneral Luna.
credits go here
An extraordinary feat for a period
09
f e at u r e s
heneral luna
film, Heneral Luna is now the highest
Tarog, the renowned filmmaker who
grossing independent Filipino film of
brought us Heneral Luna and Sana
all time, and is among the 20 highest
Dati, was very particular in targeting a
grossing Filipino films. As brilliant
specific audience for his films. Aiming
and brisque as the movie was its
for an audience between the ages
marketing, which paved the way for
16 to mid-20s. In his own words, they
the film to be the beast it is. Aside
packaged the historical biographical
from having a forceful promotional
fiction (biofic) as “something exciting,
Facebook and Twitter accounts offered
The early pull out of Heneral Luna
interactive content to a targeted
from movie theaters caused an uproar
audience which encouraged them to
from its fans and supporters in social
create their own article entries, fan
media. Hundreds and thousands of
arts, and appreciation posts. The digital
netizens showed their support for the
team came up with the #HugotHeneral
return of Heneral Luna in their local
campaign. Netizens were quick to
theaters by the use of the hashtag
quote their favorite lines from the film
#SaveHeneralLuna which trended
and create their own memes. Soon
nationwide. They also encouraged
later, a fan-made hilarious Facebook
moviegoers to call their local
page Heneral Luna Memes was
theaters and tell them to keep the
cool, and relatable.” First, they went
launched, and spoof Twitter accounts
film running. It wasn’t originally part
to 36 schools across the country and
of Philippine heroes also sprouted.
of their marketing plan, but rather social media campaign. The collective
a forum on history, nationalism, and
at September, the start of the 2016
effort of the Filipino people in social
heroism. Alongside this were pocket
national election candidates’ filing
media reinstalled Heneral Luna to
screenings for teachers to convince
of certificates of candidacy, and so
101 movie theatres on its third week, a
them to support the film. They then
it was also the peak of nationalistic
miracle in Philippine movie history.
published a book, Heneral Luna: The
moviegoers. They used famous lines
History Behind the Movie, about the
from the movie that asked its target
The story of our hot-headed anti-
history of Antonio Luna which was
audience to pick between “Bayan o
hero became the highest grossing
meant to entice the young history
Sarili,” and encouraged them to “take
historical film in the Philippines
buffs, and a downloadable study
part on the revolution.” So effective
garnering P252,900,000 on its highly
guide that could be downloaded for
were the team’s efforts that even the
successful nine-week run. It was
free on the film’s website ( http://
members of Bayan Muna party list
shown in 101 theaters nationwide and
henerallunathemovie.com ).
showed up in Heneral Luna costumes
had a week-long run in 40 theaters in
at the Commission on Elections to file
North America.
Since their target market were avid
their certificates of candidacy. The
users of the world wide web and
team effectively used social media
Just as Luna was in our fight for
social media, Tarog made sure they
to their advantage, seeing it as “the
independence from the Americans,
had a strong online and social media
modern word-of-mouth.”
it was the adamant efforts of the movie’s marketing team, and later on
campaign. They filled their website with multiple interactive content, cast
All their marketing was for the goal
our own countrymen, which paved the
interviews, and behind the scenes
of gaining 300 million worth of movie
way for the movie to be brought back
and production footage. They also
tickets for them to be able to fund the
into theaters and to enlighten more
uploaded a humorous video that went
two other historical biofics they plans
people about the lives and politics of
viral called Illustrado Problems, a
to produce, but the first week of the
our local heroes. May the struggle and
historical spoof which gained almost
movie release was a scary, slow start.
success of the film Heneral Luna not
a million likes on Facebook. Later on,
They were only able to gain 1.5 million
only inspire more filmmakers to create
they even made an app for the film, a
on the first day, far from the expected
thought provoking narratives that
game, and an online cedula (residence
sales of 5 to 6 million. The low revenue
tackle our history, but also encourage
certificate) generator.
on the first week prompted movie
moviegoers to appreciate Philippine
theaters to pull out the movie which
cinema more. And as revolutionary
They were equally forceful with their
left only 40 theaters screening the film
General Antonio Luna was, so may the
campaign on social media. Their
on the second week.
marketing of our future films be. W
source
film. The preview was then followed by
They also timed the movie release
http://www.bworldonline.com/content.php?section=arts http://www.m2social.net/blog/2015/9/24/saving-heneral-luna
a spontaneous and genuine fan-led
showed a 12-minute version of the
juiceletter | aug 2016 | 1 0
WRITERS SHEKILAH BARTOLOME & PIA LUCINDO ART & LAYOUT FARAH BALDOS
11
f e at u r e s
star wars: advertising awakens
A long time ago in a galaxy far far way…
But, as always, Disney did its magic.
went crazy, social media exploded,
Starting early, it created a relationship
and thousands of tweets came
with the audience. First, they
flooding in. In other words — the world
before we met Yoda, grabbed a
reminded us about the previous six
was charmed. We saw the Millenial
lightsaber, rode a starfighter, cried for
Star Wars movies by making them
Falcon, and boy, were we on board.
Darth Vader — movies weren’t driven
available online through Amazon and
by advertising. There was no push for
iTunes. Cartoon Network also aired an
One very poignant part of the trailer
extensive pre-film merchandising worth
animated TV series called Star Wars
was when Han Solo said, “Chewie…
millions that sold everything from pasta
Rebels, helping the franchise create
we’re home.” It was exactly what we’ve
to playstation, no conventions to feed
a new generation of fans. Soon after,
been wanting to hear. It was in a way,
the frenzy of devout fan-bases which
Disney licensed the manufacturing of
J. J. Abram’s way of telling us, “Yes, your
covered just about the entire planet,
brand new toys before the movie was
Star Wars is back and is in good hands.”
and no brand tie-ups and cleverly
even available. On September 4, Disney
staged teaser campaigns that made it
with Amazon, Target, and Toys “R” Us
And that’s what also made it so clever
virtually impossible for a living human
launched Force Friday to kickstart sales
— nostalgia. Disney weaved the new
being not to know that something out-
of Star Wars toys and merchandise. The
and the nostalgia so nicely in its
of-this-world was coming their way. A
stores opened at midnight and you can
marketing campaign. Yes we fell in
long time ago, movies just flew into the
just imagine just how crazy Star Wars
love with Rey, yes we were piqued with
cinemas to make big bucks. But man,
toy collectors were.
Kylo Ren, and yes of course we won’t forget to mention the very swoon-
(or maybe even ewok), did that change. In 1978, George Lucas gave birth to the
In print, they created new novels
worthy rebel commando pilot Poe
most epic space opera man has known.
and comic series that filled what
Dameron (played by Oscar Isaac a.k.a.
38 years in, it came back with Episode
supposedly had happened in the 30
the internet’s newest boyfriend). These
VII — and it was marvellous.
years between Return of the Jedi and
new characters were front and center,
The Force Awakens. To introduce us
but Disney did not forget that we also
It was 2012 when Lucasfilm was bought
to Daisy Ridley, John Boyega, and the
wanted Princess Leia, Han Solo, R2D2,
by Disney for a whopping 4.06 billion
rest of the young cast, they released
Chewbacca, and everybody else back.
dollars. October of the same year,
exclusive interviews in popular
We felt all the familiar feelings we had
Disney announced the much awaited
magazines such as Vanity Fair, Rolling
for the original trilogy, and that was
seventh installment: Star Wars: The
Stone, Entertainment Weekly, Fortune,
positive brand position — exactly what
Force Awakens Episode VII. From the
and Empire and Time.
we needed after being traumatized by Episodes 1, 2, and 3. Because the thing
start we knew it was going to be new. J. J. Abrams came in and started
But it was during the day when the
is, even though Star Wars is crazy big,
making a movie with brand new
first trailer was finally released that
even though it spans thousands of
characters played by unknown actors
Disney won over the world. It sure
planets and galaxies and characters, it
and actresses. So the dilemma was: how
wasn’t your regular trailer release —
is uniquely personal. Star Wars is ours.
do you build hype for an unknown brand?
J.J. Abrams invited everyone via the
And what the movie’s marketing did
We all love Star Wars, yet as excited as
Star Wars Celebration live stream.
with its ad is for us to remember and
we were, we couldn’t help but hesitate.
When the two-minute trailer played,
rekindle that. And it was just so good.
millions of people stopped what they
No wonder even the normally reluctant
were doing to watch. The internet
juiceletter | aug 2016 | 1 2
The succeeding reveals were “peering
partnered with at least 19 brands
exact. The film is now the highest-
trailers” as well. These are the trailers
including Procter & Gamble, FCA US,
grossing film of 2015, the highest-
that never really reveal anything
General Mills, HP, Verizon, Subway, and
grossing film of the franchise
about the plot, especially where on
Duracell. These companies created
(dethroning Episode 1: The Phantom
earth Luke Skywalker was, yet they
campaigns revolving around the
Menace), the highest-grossing film
were enough to keep us excited and
movie, yet what was so amazing is
released by Walt Disney Studios
hooked. Disney also kept on releasing
that despite all of these numerous
(ever), the highest-grossing film in
a few seconds of exclusive never-
ads, not one revealed even the tiniest
North America (beating Avatar), and
before-seen footage and photos, and
clue on the main storyline of the
the third highest-grossing film of all
we were never really amiss with Star
movie. The campaign created by the
time. Star Wars showed just how
Wars related news to talk about.
companies effectively fueled more
good it can be when you marry a
excitement for the film.
strong brand with a smart marketing
Lastly, one of the most interesting
campaign. For sure, as same with
strategies that Disney utilized with
In the end, Star Wars’ forceful strategy
Episode VII is its brand tie-ups. Disney
paid of - 2.06 billion dollars to be
the force, advertising awakened.
THE ADVERTISING FORCE WAS DEFINITELY STRONG WITH THESE ONES:
HP: REINVENT ROMANCE BBDO New York launched HP’s Keep Reinventing platform using one of the film’s most beloved icons — R2-D2 of course. With some scrapyard creativity and a HP Star Wars Special Edition Notebook, nerdy guy Max assembles his very own version of R2-D2 in his garage for a romantic mission. When it’s finally ready, he uses a camera and some features of the HP notebook to direct R2-D2 across the SOURCE: https://www.youtube.com/ watch?v=HuMisIOJWLQ
street. After a near-miss with a dog, he finally reaches his destination — a girl’s house. When she opens the door, R2-D2 hands her a pair of tickets to the movie Star Wars: Episode VII - The Force Awakens.
DURACELL: CAUSE LIGHTSABERS NEED BATTERIES It’s Christmas morning, and a young boy powers his lightsaber with a Duracell battery. R2-D2 and C3PO suddenly show up, warning him of the impending danger to his younger sister. He rushes outside his room only to find stormtroopers! Wielding his Duracell-powered lightsaber, he fends off the enemies and reaches his parents who tell him he’s their only hope. After lots of fiery explosions, he gets to their snowy backyard where Imperial Walkers, Kylo Ren’s personal landing craft, an Imperial Star SOURCE: https://www.youtube.com/watch?v=__ CTejhHZSUwatch?v=__CTejhHZSU
Destroyer, and TIE fighters all loom. His sister sensing his presence, turns around and says, “What took you so long?” Together, they both fight the evil Galactic Empire with their Duracell-powered lightsabers.
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star wars: advertising awakens
VERIZON: WHEN DATA’S YOUR ONLY HOPE Chewbacca and BB8 are the principal characters of this advertisement which felt much like a clip from the movie. We see them aboard the new Death Star trying to crack some code and download important information from the main computer while being hunted by First Order Stormtroopers. The only problem is — the download speed started too slow. This ad tried to show the importance of SOURCE: https://www.youtube. comwatch?v=7roF7YNzAgs
the fast mobile connection that Verizon offers, since, as the TV spot’s sales-ladylike voiceover explains, had BB8 and Chewbacca not subscribed to Verizon, the stormtroopers would have caught them and brought a win to the Dark Side.
KAUFLAND: A LITTLE STORMTROOPER’S FIRST LOVE German advertising supremo Stefan Hüttemeister serves a heart-melting ad for giant hypermarket chain Kaufland. It tells the story of a little boy who woos his first love and neighbor through their mutual appreciation of the sci-fi franchise. The story begins with them bumping into each other in the hypermarket, with both wearing Star Wars t-shirts. A day after, he watches the girl making a SOURCE: https://www.youtube.com/ watch?v=o3wfTuyOOpA
snowman. Once she heads inside, the boy creeps outside and transforms the snowmen into snow versions of droids, R2D2, and C3PO. When she sees them the day after, Lila doesn’t know who her suitor is, so the boy writes her a letter
yet fails to get the courage to give it to her. So come Christmas night, he dresses as a stormtrooper, braves the heavy snow, and delivers a note by hand to Lila’s father. He goes back, and as he is eating dinner with his family, the bell rings and it is Lila dressed as Princess Leia with her dog as Chewbacca.
KRAFT: MAC & CHEESE YOU CAN’T EAT Star Wars collectors surely went gaga over this spot from Crispin Porter + Bogusky which featured the largest Star Wars memorabilia collection ever to appear in TV commercial history. For this ad, that collection of course included special limited edition boxes of Kraft Macaroni & Cheese (with Star Wars-shaped pasta!) featuring the faces of Yoda, Darth Vader, R2-D2, and C3PO. The ad shows a dad who owns this collection of “toys” showing it to his son, who can’t really SOURCE: https://www.youtube.com/ watch?v=o3wfTuyOOpA
understand why his dad can’t play with them. Exasperated, he says, “So, toys you can’t play with and mac & cheese you can’t eat? This is a room of lies.”
GLOBE: THE FORCE IS STRONG IN THIS FAMILY Many Filipino families teared up because of this TV spot released by Publicis JimenezBasic. It chronicles a father-daughter bond and their memories intertwined with Star Wars. It starts with a Dad who’s part of the first generation of fans, those who’ve lived through Episodes IV, V, VI, introducing and passing on the love for the franchise to his daughter, who belongs to the new generation. The spot takes us SOURCE: https://www.youtube.com/ watch?v=7Adk-KIv8CU
through their journey: Star Wars themed birthday party, first lightsaber fights, StarWars posters filled dorm room, up until the recent release of the Episode VII trailer. All seems well until it’s revealed the father is actually an overseas Filpino worker who was
not able to physically share these delightful moments with his daughter. But thanks to Globe’s fast and efficient service, the two were able to keep in touch. The ad ends with the father going back home just in time to watch Episode VII with his daughter.
W
juiceletter | aug 2016 | 14
PAUL SORIANO MAN IN FILM
Paul walks into the room, buttoning up his polo shirt and putting on a dark blue cap — a laid back ensemble that has become his signature look. In a world where filmmakers are celebrities themselves, he’s gotten really good at keeping his private life, well, private. BY SHEKILAH BARTOLOME
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paul soriano: man in film
This is quite a feat for someone who’s
It’s one of the most iconic scenes ever
it!” commercial with Alice Dixon, and
grown up in the film industry and is
in movie history: Elliot and E.T. on a
grandson of the loved and legendary
married to one of the nation’s brightest
bike riding high up in the dreamy and
Gines Francisco Soriano. If that
stars. The man who was always holding
dark California forest sky. The poster
doesn’t sound familiar, then probably
a camera, also had many pointed at
captures that breathtaking moment
his screen name, Nestor de Villa, will
him. As we get settled in for our long
when their black silhouette appears
ring the ears of our grandparents who
talk, I look at his many large glass-
just as they pedal pass the moon.
knew him as Nida Blanca’s frequent onscreen partner and the country’s very
framed movie posters and memorabilia lining up the walls of Ten17P’s studio.
“How old are you again?,” he asks.
own Fred Astaire during Philippine’s golden cinema age. “The set was like
The ceiling was high, and with the walls painted black and white, the
I say 18 and he smiles, releasing his
my playground,” Paul says. “It was my
room seemed like an enveloping
cheekbones.
after-school activities, going to my dad’s set, or tagging along with my lolo
canvas. Some posters were of his own films: Thelma, Transit, Kid Kulafu. He
The classic film came out in 1984,
to his shoots. Production was a part
catches me gazing at them, and points
and Paul got to watch it when he was
of my life growing up. That was not my
to one of the biggest — a poster of E.T..
around five or six, “maybe even seven.”
choice, it’s just what happened.”
"THE SET WAS LIKE MY PLAYGROUND" He remembers, “As a child, E.T. really
Well, what happened was a string of
affected me.” Every filmmaker has
acclaimed films. Two years after his
that one film that changes his life, and
2009 debut film A Journey Home which
that was E. T. for Paul Soriano. “I never
starred his wife, he released acclaimed
could have had imagined before that
Thelma in 2012, for which he won Best
I could actually have an alien friend.
Director and Best Screenplay at the
Kind of for the first time, when I closed
Film Academy of the Philippines (FAP)
my eyes, I could actually see more, and
Awards, as well as Digital Movie Director
that ruled my imagination,” he says.
of the Year and Digital Movie Original
Most days, you won’t find Paul here
Press Club (PMPC) Star Awards for
at his production company’s quaintly
Movies. Another two years later, he
hidden studio. You’ll find him in a
produced Transit, filmed in Israel and
shoot, doing what he does — making
became Philippine’s entry for the Best
movies, or as he eloquently phrases
Foreign Language Film category in the
it — “marrying strong storytelling and
86th Academy Awards. Kid Kulafu, a
strong visuals.”
biographical sports drama on Manny Pacquiao, soon followed in 2015, and
Paul was practically born into
this July 2016, Paul released Dukot, a
filmmaking, being the son of television
suspense thriller drama. On top of all
commercial big shot Jeric Soriano
that, he has also been shooting tons of
who directed the iconic “I can feel
TV commercials here and there.
photo by JOSH TOLENTINO
Screenplay at the 28th Philippine Movie
juiceletter | aug 2016 | 1 6
So now on an April day, during the last
Well, of course, the great influence of
SB: Cute! Is there a film he directed
week of his shoot for his newest film
my father, my dad being a director, I got
that you’d like to remake?
Dukot, we ask him...
to see as a young kid how he told his
PS: My father made a film, his only full-
stories. We had access to cameras. In
length-film, called Hot Shots in 1985. It
Shekilah Bartolome: In retrospect,
the 90s, it wasn’t like like today where
starred Aga Mulach, Gary V. Maybe I’d
did you always know that you were
everybody has a camera, phone, or
remake that, just in honor of and pay
going to enter the film industry?
a DSLR. Back then, it was very rare
homage to my father. It was funny, right
to have cameras and I was just so
after Bagets so yeah, very musical.
Paul Soriano: You know, moments
fortunate because my dad also had a
growing up, coming from a family
collection, from super-aids, to video
SB: I’ll try to find a copy and watch it.
of filmmakers, what my dad and my
aids, to VHS cameras.
PS: You might enjoy it. Actually,
grandfather did is that they made sure to expose me to a lot of things, like
SB: That must had been very cool.
biggest influence is really cinema. As
they told me how to ride horses, to
PS: It was. And I also had access to
in watching films, ‘cause I really didn’t
play golf, basketball, so I got to learn
editing studios. So early back, I got
go per se to film school but what I did
and feel a bunch of things. At one
to do linear editing. Got to learn that,
was I went to the movie theatres a
point, I actually wanted to be a golfer, a
even Moviola, film splicing. So I was
lot. And I think some of the greatest
professional golfer.
like kind of just living and breathing
lessons you can get is while you’re just
filmmaking ever since I was a child.
watching films.
SB: What happened?
I was always holding a camera in
PS: I played junior golf growing up, but
children’s parties.
I also felt that inclination to go film.
17
besides from my father, I would say my
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paul soriano: man in film
SB: Just like with E.T.? PS: Just like with E.T.. So I would
say Steven Spielberg was, is, a great influence outside my father and outside my family. Up to today, he’s one of the very very filmmakers that could give you, Schindler’s List, and Jurrasic Park. SB: And Spielberg’s always just creating, and everything he makes is just exquisite. PS: Yeah, that’s true. Not just in directing, but also in producing. And that’s one of the reasons why I also got into producing. He’s like a benchmark and someone I draw inspiration from. SB: So what came first, commercials or films? PS: Commercials came first. I moved (to the Philippines) a year from college, so at that point around 2005, I really kinda put aside my golfing dreams. I played college golf, wanted to be professional. SB: Why leave the sport? PS: I finally realized and said: “Okay, I think I really want to tell stories, I really want to get into filmmaking.” But of course it’s not that easy — there was still that two year period. Even though my father was a director, I mean he did get me meetings, he did get me, kind of my foot in the door, but at the end of the day, it’s not enough to be the son of somebody in this industry, you need to be as good as your last project. SB: What was your first?
SB: Chickenjoy? PS: No, Jollibee kiddie meals. Fifteen-second promo ads. When I got those commercials I felt like I hit it. I got it 2007, that was, after around 2 years of doing a lot of P.A. work,
photo by JOSH TOLENTINO
PS: A Jollibee commercial.
apprenticeships. SB: So even you started out that way? PS: Yes. Even if you do know someone
juiceletter | aug 2016 | 1 8
a bunch of short films before. When I
PS: It’s really collaboration, advertising
said yes to that film, I really didn’t know
is a huge collaboration. The agency
in the industry, if you are the son of
how to tell or make a film. It was my
and the client usually have a concept,
someone in the industry, they can get
first time. So i just had to go on my
and I just kind of give it a director’s
you the meeting, they can get you the
instinct, on my passion, and I just had
treatment. A little more visual, and a
first job, maybe, but if you want the
to kind of follow what I’ve learned thus
little more technical on it.
second, third, fourth job, you need to be
far, but I was still so very young. SB: So what’s a good ad for Paul Soriano?
really good. And you know, just because my dad knew certain clients, it doesn’t
SB: How is your creative process like?
PS: A good ad is where you
mean they’re gonna give a commercial
PS: With ads and commercials,
can achieve in 30 seconds
to a young kid. It’s not like that.
it’s totally different. I mean, 100%
something visually
different. You can say, yeah, technically
strong, and get
SB: You had to make your own name.
the discipline is still there, you’re
the message out
PS: Exactly. You have to do that,
still telling a story, but the objectives
equally strong.
‘cause clients are not gonna take
are a bit different. But I felt that my
the risk of millions of pesos on some
discipline in advertising taught me
SB: What’s the
son of somebody so for two years. I
very well. So, when I got to feature
best one you’ve
had to do that, you know, P.A. work,
films I was able to adapt, kind of the
made so far?
apprenticeships, and then finally
work ethic. In advertising, you’re pretty
2007 I got my first break. So I did a
much preparing for perfection. It’s 30
bunch of Jollibee ads and kind of just
seconds of perfection.
took off from then. SB: Do you usually like getting SB: And then two years later, 2009, your first movie, A Journey Home. PS: Yes, which as I say, consider a blessing because at that point I didn’t think anybody would want to offer me a film right away. SB: So that really was your first feature film? PS: That’s really my first feature film. Of course I did a short film before, I did
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paul soriano: man in film
involved in the storyline?
PS: I’ve been fortunate to make quite
SB: I watched Thelma the other night,
SB: So what makes you pick one?
a few. What stands out though were
and noticed most of your films are
PS: It’s story, it’s always story base. I’m
my very first commercials with Manny
based on true stories. Where do you
given hundreds of storylines, scripts
Pacquiao. I think that was, well, pretty
usually get your inspiration from?
are being thrown my way. Of course
cool. I got to work with a world class
PS: I get it just from living everyday.
I don’t have time to read everything.
celebrity. I think that was around 2011,
Sometimes the greatest stories are
It’s when I read it, I can’t put it down.
2012. We did Alaxan, Pizza Hut, Smart
just right in front of you. The reason
And when I’m done reading it, I want to
Communications. We developed a
why I love true stories are based on
re-read it again, and I want to re-read
friendship in our advertising so that’s
true events is because I feel there’s
it again, and it comes to the point
why we end up doing the film. But
really just more heart, and more
where I need to produce this, I need
that’s another story.
passion — because it really happened
to direct this, because if I don’t, I won’t
or you’re basing it on facts that have
be able to sleep at night. I won’t be
SB: Kid Kulafu. I heard you liked
happened. So yeah, thus far, even my
able to concentrate, I need to release
boxing.
film now that I’m shooting is based
this story from my heart, and tell it.
PS: I’m a big sports fan. Thelma
on true events.
That’s when I know I’m on a project
was about track and field. Kid
because when you commit yourself to
Kulafu was about boxing. Out of the
SB: Has your directing style changed
a film, you’re talking about, possibly a
three films that I’ve directed, two
from A Journey Home in 2009?
year, months, 2 years of your life. Now
are sports related. Though, the film
PS: I think definitely, definitely. You
are you willing to sacrifice that much
I’m doing a film now (Dukot), it’s
know, I kinda cringe when I watch A
time? For this story?
Journey Home though. SB: I understand. For Direk Diaz (Lav
to do something more in the suspense action genre.
SB: Really?
Diaz) who you’ve just worked with for
PS: Yes, I kinda cringe when I watch
Hele (Hele sa Hiwagang Hapis), it took
them all. Even Kid Kulafu, and I
decades.
think that’s a good thing. It means
PS: Yeah well, for, Lav Diaz, as a
you’re getting better. It means you’re
filmmaker, he waited since 1998,1997.
improving. I don’t know if you’re a
And he met me in what? 2014, two
filmmaker, but you’re a writer, right?
years ago to make this happen. But
When you read your first articles,
you could see that he was not ready
compared to your articles now.
to let this go, he was constantly improving the script, he was
SB: Gosh, I disown myself.
constantly fighting for ways to make
PS: Exactly, same with me. But do
it happen. And as a producer, as a
I regret it? No, of course not. Every
filmmaker, in general, that’s what you
film that I do, I’ve learned and I’ve
need. You need a kind of commitment
taken that into my next film. And I
when you commit to a film, when you
always feel that every film that I make,
commit to a story, because it is, it is
I, I hope it’s better than the last or,
not easy making a film, it is not easy
or it’s evolving. Or, or you just offer
at all. It’s very challenging, and when
something different.
those times of challenge come, you
photo by JOSH TOLENTINO
not sports related. So, I’m trying
need to hang onto the passion you had when you began so that you could finish stronger.
juiceletter | aug 2016 | 2 0
"WHEN YOU COMMIT TO A PROJECT, WHEN YOU COMMIT TO A STORY, STICK WITH IT. FINISH STRONGER WHEN YOU STARTED."
photo by JOSH TOLENTINO
SB: That’s very true. As the producer
SB: Especially for your films: Transit,
of their routine. And why would you,
of Hele, you were very active
Thelma, and Hele. To be frank, they
you know, go out of your way. Because,
in promoting the film. How was
really aren’t your usual Filipino films.
I mean, watching movies, it’s not
advertising for a brand different from
PS: Yeah, they’re really not the usual
really two hours, you need to actually
promoting a movie?
ones. And I think, in my opinion, movies
get ready, you know, text your friends,
PS: For me the biggest obvious there
are hard to market because it has its
meet up, maybe have lunch, and then
is who’s your audience. I think it’s really
own legwork.
take a car, commute, go to the cinema and line up, buy tickets. So it’s actually,
challenging to market films more than to market brands.
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paul soriano: man in film
SB: What do you mean?
maybe, on average, it’s actually a three
PS: With movies, you take people out
or four-hour ritual. And in a world
where people are working almost eight
thousands of people watching, maybe
being in the industry for, like, ten years
hours a day, five days a week, six days
not as many as we hoped for, but I think
now, I’ve seen so many people commit
a week, or everyday, sometimes. So,
it’s a great start for this kind of cinema.
but quit. So don’t commit and then
how do you market to that person,
quit. Commit then finish strong. And,
and convince them to break his or her
SB: With everything that’s happened
and, that’s why I always say that when
routine to spend 200, 250 — that’s just
from your very first commercial just
you make the commitment, don’t
the ticket... but what about the dinner,
12 years ago and your first film back in
rush. You know, think about it, read
the snacks. That’s why I feel that it’s
2009, and now with Hele, I saw you even
the objectives, read the story, what is
definitely more difficult to market a
got to meet Meryl Streep recently.
this project? Am I ready to commit?
film. But then again, if the film is great,
PS: Yes that was very cool.
Because when you commit, finish the
if the film is good, if there’s a good story, it will market itself.
project. You can be so talented but, SB: Every director’s dream right?
you know, when you quit halfway, it
PS: Yessssss.
doesn’t leave a lasting mark. So, I say,
SB: Especially for Hele, I can imagine
commitment is very important for me.
how challenging it was, with it being
SB: At least one thing ticked off from
8 hours long. How was it to work with
the bucket list. So how did you end up
We spend another hour taking photos.
Philippine film patriarch, Lav Diaz?
with this success?
As he walks us out to the exit, I see
PS: With Lav Diaz, I mean working with
PS: Well just determination and
the Ten17P sign and ask what it means.
him, I’ve said it many times, it was an
passion. This is the only thing that I
He looks up at the sign, smiles, and
opportunity to learn from a very unique know how to do, so I cannot not mess
explains Ten17 is October 17 — his
up, I cannot fail. Although I do, although
birthday a.k.a the day he started
I make mistakes, I just have to pick
creating. “Plus it also sounds cool,” he
SB: Do you have any tricks or like
up and learn. And above all else you
adds. I laugh and thank him not just
things that you usually do to get
just, you need prayer, you need that
for the interview but for all his work
audience watching it?
higher source of being, na, you know,
as well. He thanks me back and says
PS: Well, I just try my best to sell
something bigger than film, something
he hopes to live long and make more
the story. I don’t want to mislead the
bigger than what you’re doing, and, and
films. I look back at the studio for
audience and tell them it’s like this but
for me, that’s God, that’s the relationship
one last time and see the E.T. poster
it’s not. I want people to watch my film
with Him. And once you can keep that,
again and suddenly imagine a “maybe-
because they want to watch a good
on track, and keep that good, everything
seven-year-old” wide-eyed Paul intently
story, watch a great one.
else should just, fall into place.
watching E.T. say his final words to
storyteller.
Elliot — “Be good,” and hear them as if SB: Promo stunt?
SB: That’s very nice. My time’s almost
E.T. was talking to him. People now call
PS: Um, well Hele challenged me.
up. So last question, the students in my
this film "the story that touched the
Our Hele Challenge, it did get its
organization, UP AdCore (Advertising
world." I wonder if Stephen Spielberg
negative backlash but anything you
Core), have one question they would
knew that when he filmed those 2
do today you have people who like
like to ask you: What advice can you
words, it would forever change the
it and people who don’t. It’s just, it’s
give to the future filmmakers and
life of a young boy. Well. Paul surely
just ganun. But I think the whole Hele
advertisers?
listened to the words of his alien
challenge, well I thought it was pretty
PS: At this point, it’s commitment.
friend — and the Philippine movie and
good. I actually embraced that, and I
When you commit to a project, when
advertising industries will be forever
thought it worked, ‘cause I mean, eight
you commit to a story, stick with it.
hours is not your normal film. We had
Finish stronger when you started. Just
thankful he did. W
juiceletter | aug 2016 | 2 2
SINAG MAYNILA A BRIGHTER PHILIPPINE INDEPENDENT CINEMA
The brainchild of acclaimed filmmaker and Cannes-loved Brillante Mendoza and Solar Entertainment Corporation CEO Wilson Tieng, Sinag Maynila has shown promising success ever since it’s first inauguration last March 2015. With the theme “Pelikulang Pinoy, Pusong Pinoy,” last year’s festival featured 5 films from some
Original, brilliant, and underfunded indie filmmakers now have two new godfathers who will bankroll their undeveloped material to reach full-length film public exhibition.
of the best young directors in the country.
BY LLOYDIE MORENO
source
https://sinagmaynila.com
Besides from making much noise in the local film scene, these films also made rounds in 37 international film festivals, many of which reaped awards and recognitions. Lawrence Fajardo’s Imbisibol was shown in Japan and won in France, while Zig Dulay’s Bambanti garnered awards from both Belgium and India.
23
f e at u r e s
#adgoals
EXPRESSWAY BY ATO AGUSTIN A syndicate old-timer named Ben needs to do one last assignment articles in Inquirer, Manila Bulletin,
before his boss grants him his much
and Business Mirror featured their
delayed retirement. Assigned to be
story to promote its arrival in
his partner is the neophyte Morris, a
theaters. Trailers and behind-the-
trigger-happy, sadist who yearns to
scenes of the competing films were
impress the syndicate boss. For Ben, this last assignment turns out to be a
to incite the interest of filmgoers.
journey of introspection, self-healing,
independent filmmakers an
A press conference was held at SM
and redemption. With this awakening,
alternative platform, the country’s
Aura not only to promote the film
he takes it upon himself to pull Morris
newest independent film festival
but also to discuss the different
out of the eventual hell-of-a-life he
was back again last April 21-26
viewpoints of the entries’ filmmakers
says he has lived as a hitman.
featuring five full-length films from
about the Philippine Independent
young, non-mainstream Filipino
Cinema. Different TV shows such as
Cast: Alvin Anson, Aljur Abrenica,
filmmakers with themes that reflect
ETC’s Good Morning Boss and GMA
Kiko Matos, RK Bagatsing, Inez
the Filipino culture and tackle
News TV’s Balitanghali promoted the
Bernardo, Jim Libiran,
different social issues. Out of 104
festival as well.
Japo Parcero, Arpee
submissions, 5 entries were chosen to be given P2-million grants each.
These were the promising films
The films’ genre ranged from action
featured in selected SM Cinemas:
to horror and featured thought provoking stories that appealed to the critical thinking audience. To reach more Filipinos, Sinag Maynila was very committed to its promotional activities. Several news
SOURCE: http://sinagmaynila.com/
photo from
https://cinemabravo.files.wordpress.com
uploaded in their official YouTube As a festival which aims to provide
juiceletter | aug 2016 | 24
LILA BY GINO SANTOS
T.P.O. BY JAY ALTAREJOS
Jess is a young woman running
Miguel is an abusive husband to Teresa, a
from her past. She moves into the
former town beauty queen. They have an eight-
house of a warm hearted landlady
year old son, JR. Their small family lives with
and finds a diary in her room which
Miguel’s parents. The family is shattered by the
belonged to an old tenant. As days
vicious cycle of domestic abuse.
passed, strange occurrences ensue and the diary’s words take an eerie
Cast: Oliver Aquino, Mara Lopez,
turn when Jess finds herself in
Miko Laurente, Dexter
the middle of a malevolent turn of
Doria, Menggie
events from a dark past not entirely
Cobarrubias,
her own.
Yayo
SOURCE: http://sinagmaynila.com/t-po-by-joselito-altarejos/
Cast: Janine Gutierrez, Enchong Dee, Sherry Lara, and Miggs Cuaderno.
SOURCE: http://sinagmaynila.com/ dyamper-by-mes-deguzman/
SOURCE: http://sinagmaynila. com/lila-by-ginosantos/
DYAMPER BY MES DE GUZMAN Three friends wait along Dalton Pass every dawn to jump at the back of rice delivery trucks to steal the goods and sell them at the wet market as their means of generating income. One of them SOURCE: http://sinagmaynila.com/ t-p-o-by-joselito-altarejos/
accidentally gets a pack of drugs in one of the trucks and they later find themselves in jeopardy when its owners track them down to retrieve the stash and gives them a chance to get off the hook by taking on a risky mission. Cast: Alchris Galura, Carlo Aquino, Timothy Mabalot, Kristofer King, Liza Diño-
25
f e at u r e s
sinag maynila
MRS. BY ADOLF ALIX JR. 70-year-old Virginia shares their old ancestral house with Delia, her ever-loyal maid. Delia is marrying her long-time boyfriend, Rene, and tearfully confides to Virginia that she wants to go home to her parents in the province to start a new family life
SOURCE: http://sinagmaynila.com/ mrs-by-adolf-alix-jr/
Sinag Maynila continues to show real grit stories that don’t usually reach our mainstream cinemas. The whole festival has become one Mrs. was a big winner at the festival, winning Best Film, Best Director, Best Cinematography, and Best Actress. Additionally, Sinag Maynila with him. Haunted by a past that Virginia tries to conquer — her only son Sonny Boy who disappeared years ago, what follows shows a portrait of a woman and a mother trying to juggle the sad realities of life in a cycle of life and death. Cast: Elizabeth Oropesa, Lotlot de Leon, Anita Linda, Daria Ramirez, Rosanna Roces, Sharmaine Arnaiz, Angeli Bayani
introduced two new categories, namely Short Film Category and Samsung Cinephone Category. The former, with 13 finalists chosen, was for independent filmmakers who have not made full-length films yet and have not joined any film competition or festivals, while the latter, with 9 finalists, showcases 3 to 5 minute short films shot using a Samsung phone made by students
big celebration of the flourishing Philippine cinema, giving filmmakers the chance to develop their brilliant films. This year, they broke boundaries with films filled with excitement, diversity, and social relevance. Now, the festival is primed for a better and brighter third year, even introducing two new categories: Animation and Documentary. Without a doubt, Sinag Maynila will continue to inspire more young filmmakers and encourage audiences to support quality Filipino films. W
endorsed by their schools. The films were meant to showcase the transformative power of technology to inspire. First place winners for the short Film and Samsung Cinephone categories were Raf Evangelista’s Apuhap and John Paolo S. Barcena’s 99%, respectively. juiceletter | aug 2016 | 26
SOURCEs:
http://channelvid.blogspot.com
AdCritique
METRO MANILA FILM FESTIVAL 2016
After four months of being pabebe, I finally gave in to curiosity and decided to watch. BY MARY ANNE BALANE
I was not one of those who spent their last Christmas waiting in line for the cinemas to open or waiting in the streets to catch the star-studded film floats. Over the years, the Metro Manila Film Festival (MMFF) has become just another Filipino tradition my family doesn’t observe. While it continues to be a source of fun and entertainment for many Filipino families, I can’t help but see it as just another money-making venture. Sure, there are still some films that offer something new, but, more often than not, these films don’t get the love – or the budget – that they deserve. source
https://channelvid.blogspot.com
As expected, GMA Films’ My Bebe Love and Star Cinema’s Beauty and the Bestie ranked among
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the top four grossing entries in the festival. After four months of being “pabebe” myself, I finally gave in to curiosity and decided to watch these two box office hits. I wasn’t expecting much. On second thought, I was actually expecting and hoping for just one thing: please not too many product placements.
adcritique
mmff 2016
To be honest, it’s not really the
appealing and even entertaining. What
understand with MMFF entries like
formulaic storylines or the repetitive
irks me is that it’s as if My Bebe Love
My Bebe Love that abuse product
“family values” that turned me off
didn’t even try at all to be clever about
placement is that they already hail
from MMFF movies. Instead, it’s the
their product placements. What ever
from the big companies and therefore
reputation they’ve garnered for being
happened to “Sa Tamang Panahon”?
already have a secure budget. There
overkill with product placement. Who
Worse, more than 20 brands appeared
should be no excuse anymore for lousy
would want to pay 200 pesos just to
in just this one movie. It’s as if GMA
product placements. The blending of
see what is basically a stretched out
rounded up all their sponsors and
the worlds of advertising and movies
commercial?
made this film just to accommodate
should be seamless, to the benefit of
all of them. If the plot hadn’t been the
both parties. Instead of just inserting
I watched My Bebe Love first and,
simple feuding family storyline it is, it
brands into almost every scene, what
man, only two minutes into the movie
would’ve been almost impossible to
My Bebe Love could have done was
and Bear Brand Adult Plus is already
make out what is actually going on
carefully plan each product placement
being blatantly marketed to the
in the movie what with all the brands
so that it is in line with whatever is
audience. A minute later, Vic Sotto’s
being inserted here and there.
going on in the movie, like that one
character uses Google to find out
okay execution where Maine and Alden
about the traffic in the area. When the
I watched Beauty and the Bestie
dined in McDonald’s for their first date.
characters of Alden and Maine are
afterwards expecting to experience
Another thing they could have done
already flirting, there are numerous
the same barrage of brands. However, I
was to hire or consult people from
references to their mobile provider
was disappointed. The movie only had
the advertising industry to really see
which is Talk N Text. When the couple
one product placement, and it was
if the product placements would be
are hiding from Vic’s character, they
for Jollibee halfway into the film when
effective. Lastly, it would really just be
just have to hide behind a PLDT Home
the characters of James and Nadine
nice to just cut down on the number of
DSL truck. I could go on and on and
(JaDine) had to make a delivery order.
brands being marketed. When it comes
provide a litany of the brands that
While it was still not the smoothest
to product placements, less is really
appeared in this movie but there really
example of a product placement nor
more and subtleness is key.
would be too many to mention.
was Beauty and the Bestie that much better in terms of plot and direction
For now, I can only hope that this
I’m not saying that product placement
than My Bebe Love, it is admirable
year’s MMFF will bring better films
in itself is a bad thing to do. As a
that Star Cinema did not employ the
with fewer or, more importantly, better
member of an advertising organization
same tactic of overloading its entry
thought-of product placements. Who
and someone who actually seeks
with senseless and repetitive ads.
knows? I might have a leap of faith and
out and enjoys advertisements, I
stand around waiting in line for the
understand the power of product
Product placement really is a tricky
placement. Product placement, when
business. Sometimes, it’s necessary
done well and done cleverly, can be
for a film’s budget. What’s difficult to
SOURCES: http://channelvid.blogspot. com/2015/11/my-bebe-love-movietrailer.html
cinemas to open this December. W
SOURCES: http://starcinema.abs-cbn. com/movies/beauty-and-thebestie
juiceletter | aug 2016 | 2 8
BEST BLOCKBUSTING MOVIE AD CAMPAIGNS Movie marketing has gone way beyond the traditional trailer. Let’s face it, regular trailers just don’t cut it anymore. So movie marketers now don’t just aim to get you to see a movie — they want you hyped up and talking about it months before the premiere. BY MARY BALANE
And it’s no surprise to witness this thriving relationship between movie marketing and advertising — both share the same passion for telling stories and telling them well. So, sit back and relax with your bag of popcorn because we are about to serve you some of the most recent best ad campaigns whose stories are as entertaining as the movies they promote.
1
WITH GREAT POWER COMES GREAT IRRESPONSIBILITY DEADPOOL
Comically crazy. Those two words perfectly sum up the Deadpool marketing campaign. The infamous emoji billboard proves just how serious 20th Century Fox was about not taking their marketing for Deadpool seriously. And why shouldn’t they? Deadpool is a ridiculously unconventional superhero whose jokes and wisecracks are integral to his character. Speaking of jokes, the posters they released featuring Deadpool, his ladylove, and the tagline “True Love Never Dies” was such a good Valentine’s-themed prank that it inspired a lot of fan-made spoofs including a full-blown mock trailer which got 1.5 million hits on YouTube. This tongue-in-cheek campaign certainly proved that “crazy” can be good — as long as it’s in character.
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adlist
5 best blockbusting movie ad campaigns
2
META MARTIAN MARKETING THE MARTIAN
Oscar-nominated director Ridley Scott seems to be no stranger to ambitiously meta marketing campaigns. With his content marketing agency 3AM, Scott shook up the industry by creating supra-movie viral content that blend the fictional world of his movie The Martian with our own reality. Instead of the usual trailer that provides a plot overview, the movie’s trailers are presented as NASA livestream vlogs of Matt Damon’s astronaut character as he tours around their spaceship and interacts with his Ares 3 crewmates. Further enhancing the realism of
marketing caters to the sci-fi audience’s longing for immersing themselves in a believable, alternative reality.
youtube.com
the Ares 3 mission. This kind of experimental
https://www.youtube.com/watch?v=CumZP6_9sHU
screencap from
astrophysicist Neil deGrasse Tyson talking about
watch h e r e
fsmedia.imgix.net
Geographic’s StarTalk featuring renowned
image from
this campaign is a special episode of National
juiceletter | aug 2016 | 3 0
3
SUPERHERO SUPER BOWL BATMAN V SUPERMAN
Super Bowl Sunday isn’t just an American football tradition — it’s also a festival of big-budget ads and movie teasers! Instead of releasing a new trailer, Batman v Superman: Dawn of Justice opted for two new commercials through their official airline partner, Turkish Airlines. These commercials took on the fashion of typical tourism ad campaigns — with the twist of promoting the fictional destinations of Gotham City and Metropolis. Bruce Wayne and Luther appear as spokespersons for their respective cities. By focusing on these fictional worlds and only giving glimpses of the two superheroes, through a frame of the Bat-Signal in the sky or a Superman quickly flying past civilians, the commercials provide a refreshingly original way for viewers to experience the world of the movie before it even hits the cinemas. screencaps from
watch h e r e fly to gotham
https://www.youtube.com/watch?v=XdQ7qSAHhr8
youtube.com
fly to metropolis
https://www.youtube.com/watch?v=HVnAdQqn2zk
image from
spurlingscrutiny.files.wordpress.com
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adlist
5 best blockbusting movie ad campaigns
4
GETTING FRIENDLY WITH THE FURRIES ZOOTOPIA
Rolling in a whopping $73.7 million on just its opening weekend, Zootopia has already marked itself as one of the most successfully marketed Walt Disney films of all time. From a series of parody posters of other recent films like Straight Outta Compton just in time for Oscars season to full-blown mash-up video promos like Shadowherders: The Mammal Instruments which aired on Disney’s Freeform channel, the film’s self-referential marketing was able to speak directly to that social-media-savvy demographic of millennials. The campaign even tapped into the world of social media stardom by teaming up with Vine star Zach King to create a parody of King’s popular “Jail Escape” Vine video. But, what really set apart Zoootopia’s marketing campaign is its willingness to get wacky when it targeted the Furry community. For those of you who aren’t familiar with Furries, let’s just say that they are a fandom obsessed with fictional anthropomorphic animal characters and, yes, sometimes this obsession has a sexual component. At least one of their strategists really reached out to actual Furries and asked them to upload photos of themselves in animal costumes and include the movie’s hashtag in exchange for film freebies. This eventually snowballed to Furries organizing movie
watch h e r e
screencap from
https://www.youtube.com/watch?v=c6rP-YP4c5I
youtube.com
viewing parties. At the very core, movie marketing is still all about knowing your audience.
5
#TEAMCAP OR #TEAMIRONMAN? CAPTAIN AMERICA: CIVIL WAR
Sometimes, it’s great to take things on their literal level. Well, it definitely worked for the marketing team behind Captain America: Civil War who went with a campaign that split its audience into # TeamCap and
#TeamIronMan and
pitted them against one another. The actors also did their part in spicing up this marketing “war” by promoting their own teams through interviews and special appearances. One great example would be the intense thumb fight that happened between Chris Evans and Robert Downey Jr. in this year’s Nickelodeon’s Kid’s Choice Awards, which was followed by the release of a new Civil War trailer. As for the individual efforts of each “warring” side, #TeamCap released six character posters for Steve Rogers’ allies which included Scarlet Witch whom fans finally got to see. In retaliation, #TeamIronMan fires back a promo video of Tony Stark visiting Paris and tinkering with the lighting system of the Eiffel Tower to decorate it with the classic Iron Man colors plus a spotlight arc reactor. W
juiceletter | aug 2016 | 32
AdSights Surf through a timeline of AdCore’s biggest events this semester! BY MARY SUGUI
ADVENTURE
ALUMNIGHT
SEAL BOOTCAMP
AdCore’s young wizards
Alumni were shown some love
Experts gave tips and tricks for
learned about the “magic”
and were able to impart ways
managing events during our
of the whole advertising
on how to #PassonthePassion
Special Events and Logistics
process during their visit to
to our members during Alumni
Department’s workshop.
Campaigns and Grey.
Bonding Session!
ORANGE SESSIONS
FUTURE MEMBER’S TEAM BUILDING SESSION
ADCORE ANNIV INTERNAL LAUNCH
Future AdCore members
From small ripples that would
learned how to master our
become large waves, AdCore
core elements in AdVatar:
mems and future mems got
The Legend of AdCore.
a sneak peak of the great
AdCore Year 9 VP for Creatives Nikko Pascua gave a talk on “(Re)Branding Yourself”.
things lined up for April.
TEENSPEAK 2016 GRAND LAUNCH With Samsung as our official partner, AdCore was able to help UP students try out their Virtual Reality Gear. 0303 | features: a d s i g h t s ADSIGHTS adcore updates
THE GREAT ADCORE FRIDAY
ADVANCE
Our General Assembly was
social media sites and the
Not only was general clean-up
ways on using them to
of the tambayan performed,
advertise your brand.
but an initiative to give out
held for everyone to hear updates and announcements, while bonding with their
This session tackled different
ADHOUSE CLEAN-UP AND ADCAFE
free coffee was also launched
AdCore friends.
to help in conquering hell week.
ADSCHOOL MAIN SERIES
ACLE
PLUNGE
Mr. Third Domingo, CEO of
Some of the country’s
To kick-off our month-long
biggest names in advertising
anniversary, we let students
talked about personal image
and outsiders alike take a Plunge
and branding in AdCore’s
into the World of Advertising.
IdeasXMachina (IXM) Inc., shared his knowledge on CopyWriting.
#AllAboutMe which was attended by almost 200 students!
SURGE
OVERFLOW
CREST
Our celebration took anchor
In the true spirit of our
We celebrated the success not
in BA with our Gallery Launch,
birthday, we gave away food
only of our Anniversary Month,
where we also launched
in our BA and Univ-Wide
but also of how we came to be
Splash, our Mini-Juiceletter.
Grand Pakain!
the AdCore we are now. juiceletter juiceletter| |may aug2016 2016| |0304
PULPY GOODNESS 1
EMERALD BARTOLOME “GONE GIRL”
2
JOSH TOLENTINO “JACH MANERE FOREVAH”
3
JOSH TOLENTINO “DRIP”
1
2
3
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pulpy goodness
artworks
4
5
4
GLENDFORD LUMBAO “MGA TAONG HALAMAN”
5
KENNETH FONTELA “TREASURES OF JAPAN” PHOTO SHOT WITH FUJIFILM X-T10
6
KIM SOLIVEN “MUSEO EL HOGAR”
6
juiceletter | aug 2016 | 36
ROBIDAS PRINTING SERVICES
DIGITAL PRINTING Black or Colored Glossy or Non-Glossy Flyer, Brochure, Poster, Sticker, Magazine, Booklet and Any Documents Price startsfor A4 size Black Non-glossy: Php1.00 Colored Non-glossy: Php3.00 Glossy: Php5.00 Tel no: 503-58-25 Globe: 09274303177 Sun: 09328505720 Other Printing JOBS: Banner, Cards Short to A3 Size Scan ( NO MINIMUM )