Man in Film: August 2016 Juiceletter External Issue

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

01

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

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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

03

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.

07

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

juiceletter | aug 2016 | 0 8

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

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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.

13

f e at u r e s

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

19

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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

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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

27

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.

29

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 )