The official publication of UP Advertising Core
the
filipino pride
Issue 1 First Semester AY 2012-2013
issue
when
disruption leads to
creation The pride that is
MELVIN MANGADA Read about how he constantly disrupted the advertising industry to get where he is today.
Plus!
AdCore Events Advertising Awards &Mommy Bloggers
juicebox
letter from the editor | staffbox
Of Filipinos and Disruption
Y
Editor-in-Chief Eunille Santos
ou turn on your TV set everyday and see the news: there’s the Scarborough Shoal standoff, the conviction of the Chief Justice, the increase of HIV cases, and the death of the comedy king. Then you suddenly feel tired with all these bad news and occurrences transpiring in our society.
Features Editors Loj Guimapang Carla Mas Cris Sarmiento Layout Editor Janina Guerrero
We’re going to disrupt that for a while. For our first Juiceletter this academic year, we bring you the Filipino Pride issue. Find out the state of radio advertising in the country and how remarkable local radio ads engage the theater of mind. Get to know more about the two brands that are in the country’s limelight: Coca-Cola with its centennial year in the Philippines, and Bayo, with its much talkedabout campaign.
Post-interview photo with Melvin Mangada and the Juiceletter team: (from left) Photographer Benedik Bunquin, Features Editor Carla Mas and Editor-in-Chief Eunille Santos.
We also had the privilege of interviewing one of the top executive creative directors in the country, TBWA-SMP’s Melvin Mangada, who is also a UP alumnus. Learn more about the agency’s disruption philosophy and how it’s exhibited through their works. And if that’s not enough, maybe the other features and recaps of some AdCore events would help. So relax for a while and feel all the bliss that our country could offer. Be proud that you’re Filipino! And by the way, we hope you will like the rebranded Juiceletter. Ad infinitum!
E.L.
Finance and Corporate Affairs Manager Joshua Ahyong Human Resource Manager Iyay Vargas Contributing Photographers Jon Benedik Bunquin JV Alonzo Nikko Pascua Executive Core Angelo Avendaño President Nikko Pascua VP for Creatives Ariane Tan VP for FCA Danalaine So VP for HR Joe Drigo Enriquez VP for PRP Camilla Carag VP for SEAL Did you like the new layout of Juiceletter? Content? Tell us what you think. Send us your comments, questions or suggestions to juiceletter.upadcore@gmail.com. We’ll be waiting for them.
The Juiceletter is the official publication of the organization. It gives its readers an inside guide to the world of advertising, making the field more relatable to students. Juiceletter provides useful information and features that could help young advertising enthusiasts understand the ropes of the trade. 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. It provides training opportunities for advertising enthusiasts through fora featuring renowned Filipino industry leaders, exposure trips to leading agencies, and through a number of projects that are relevant to the university and the society. AdCore aims to be the stepping stone of UP students who want to take their creativity to the next level and realize their potentials in the field. i
August 2012
AdSights
Everything AdCore on page 1
AdBrand
A Hundred Years of Happiness on page 3
Features:
Ad Awards on page 6
AdMark
Accounts from the Ad Man on page 7
AdMark
Truly Filipino:
Creating Captivating Ads on page 11
AdList
Disrupting Ads on page 13
on the cover: Melvin Mangada of TBWA\ Santiago Mangada Puno. Photograph by Jon Benedik Bunquin on page 7
Features
Mommy Bloggers on page 16
AdWork
Writing for the Ears on page 17
AdCritique
Verdict:
0% Offense for Bayo on page 15
Pulpy Goodness on page 19
ii
AdSights
people, events and everything AdCore
Signing up as an AdCore applicant is as easy as one, two, three. The registration booth was put up at the 3rd floor front lobby of the College of Business Admisnistration. And the evercheerful AdCore members wholeheartedly gave everyone hearty smiles…and Sunsilk freebies!
ABOVE Since the actual tambayan is quite small to accommodate these 100 plus enthusiastic applicants, the fun was brought outside with them interacting with the awesome AdCore members. RIGHT AdCore members and applicants will surely have gorgeous hair especially with these Sunsilk giveaways.
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apps, apps, and away! The start of every semester is marked with, aside from new classes and planners that might not last even for a month… applicants! Every organization holds its own application process, hoping to get new prospect members that will live on its legacy. And here in AdCore, the applicants are simply welcomed that way—trained to develop their potential at its entirety, while of course, having fun. From the exciting recruitment week to the gimmicks of the tambay week, these 100 plus creative enthusiasts are sure in for an enjoyable ride towards advertising infinity.
A photobooth along with the registration and the members posing with their crazy personas— what AdCore fun could do!
Everyday tambay at AdCore is not complete without a game of bridge, UNO, or in this case, the blanket game.
AdSights
people, events and everything AdCore
The Big Three, the Big Idea, and the Big Print—all prepared by this big team full of hardworking people headed by Charina Jimenez (3rd from left).
advancing
at school
Acclaimed author and writer Eros Atalia was one of the established speakers who were present during the three-day event.
Ting Bongco and Ivan Policarpio of McCann discussed some never-beforeheard information about one of the leading advertising agency in the country and in the world.
Who says organizations are all play and no work? Well, AdCore has its own “school” and a series of seminar which add to the total experience that you won’t get from anywhere else. AdSchool focuses on the creative aspect of the field and how to generate “the idea.” AdVance on the other hand, invites established agencies to provide talks that are essential for future advertising superheroes. Want to more about what happened? Juiceletter got it all covered!
text eunille santos photos nikko pascua
Do you know a secret? Well, these lucky participants know one for sure as they were given an inside look with the first of the AdVance series, McCann Confidential.
It was a full house! Everyone got to practice and hone their creative skills in this year’s AdSchool “BIG” series.
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AdBrand
history of advertising greatness
Compiled by Loj Guimapang
“Ito ang beat sabay sabay, ito ang beat bawal sablay…” Sounds familiar? We know it as “The Real Thing” and “The Pause that Refreshes.” It’s all over the place, defined by its bottle’s mere silhouette, exploding with colorful promises of the one thing everybody wants to have—happiness. “Pabilis ng pabilis, wag magmimiss, wag magmimiss!” Rapidly leaping out of the shadows of Americanization (hence the term cocacolanization), it has established itself to be part
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of the Filipinos’ day-to-day, with TVCs and print ads celebrating Filipino values. “Gets mo na? Gets mo na?” This year, it marks its centenary in the archipelago, recently unveiling the country’s first environment-friendly billboard in EDSA. “Ahhhh—Coca-Cola! ” The one and only Coca-Cola indeed. AdCore pops the cork with Coke’s fascinating advertising history—from its humble beginnings to its century-long legacy in the Philippines, one gulp of happiness at a time.
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1888
Chemist John Pemberton formulates Coke as a medicinal drink and sells it for 5 cents a glass at Jacob’s Pharmacy in Georgia. The very first Coca-Cola ad was published in the Atlanta Journal.
This colorful ticket which already dons the worldrenowned logo entitles the holder to a free glass of Coke.
1912
Hilda Clark becomes the first spokesperson for Coca-Cola.
1937
Led by M.A. Clarke, Coke’s first bottling plant in Asia began production. Earl Dean designs the world-famous Coca-Cola bottle known as the “hobble skirt” and was finally introduced to the public in 1916
‘31
Coke releases their Santa Claus ads, shaping the way the world looks at the jolly old man.
‘37
Eugene Kelly has the Coke bottle design patented.
‘55
Coke releases “Pearl of the Orient,” an infomercial about how the drink had permeated Filipino Culture.
‘56
‘16
1988
Coke Philippines takes a shot at star advertising with young beauties Gloria Romero and Amalia Fuentes as endorsers.
1956
1969
Coke goes by its “Coke Adds Life” slogan, a response to criticism from the health sector. Comedy trio Tito, Vic, and Joey became the faces of Coke’s bottlecap contests. After the turmoil brought by martial rule, Coke spreads optimism in the form of the musical TVC “May Bukas Pa” with the tagline “Coca-Cola is it!”
1stwebdesigner.com
‘90s
photos wikipedia.com
‘80s
‘79
‘70
‘69
With the rise of global competitors, Coke releases its “It’s the real thing” slogan, putting a premium on the “original” Coke taste (photo is a 1971 ad of actor/director Edgar Mortiz).
1990s
Movie-star mania hits advertising and Coke capitalizes on the likes of Regine Velasquez, Ariel Rivera, Richard Gomez, and Megastar Sharon Cuneta.
blogspot.com flickr.com
1990s
1990s
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AdBrand
history of advertising greatness
200
2
Coke releases the “Coke ko ‘to! (Heto ang Beat)” TVC, which shows two college girls pounding, clapping, and snapping their way over a bottle of Coke. The tapping game appeals to audiences and even becomes a contest segment of a noontime show.
2010
‘04 ‘06
Local Band Sandwich releases the single “Buhay Coke, Buksan Mo”
‘09
WEAR A SMILE. Coke collaborates with local brand Bench to produce free Coca-Cola Smile Statement shirts, endorsed by teen stars Shaina Magdayao and Enchong Dee. Sandwich also releases the “Open Happiness” music video. Coke Zero says there’s nothing you can’t do with its “It’s Possible” campaign.
2009
2012
For Christmas, Coke releases the “Where Will Happiness Strike Next” TVC, featuring the long-awaited return of three OFWs to their families here in the Philippines. Touchdown 2012 and Coke urges us to “Ituloy ang happiness,” rolling out events such as the “Date with Destiny”exhibit which showcased vintage Coke memorabilia, and the “Concert ng Bayan,” topbilled by Sarah Geronimo, Gary Valenciano, Somedaydream, Itchyworms, Chicosci,Spongecola, Ebe Dancel, Wolfgang, 6Cyclemind,Callalily, Sandwich, and Never The Strangers. They also appointed Caloy as their “President for Happiness,” a special job that would ensure the spread of Coke love all over the country. It’s been a century but Coke never runs out of ideas. Earlier in the year, they unveiled the Tansan Billboard (an ad made from recycled bottecaps), in Cebu Davao, and Quezon City. It was the first of its kind in the world. Also, their Green Billboard, the first billboard in the country with a conscience, was unveiled in EDSA. Collaborating with the World Wildlife Fund, they’ve created a 60x60 feet masterpiece made out of Fukien tea plants that absorb up to a total of 46,800 pounds of carbon dioxide in a year.
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2012
2012
compiled by loj guimapang photos philstar.com creativecriminals.com angsawariko.com shadowness.com akamaihd.net
2012
‘11
The “Kasama Ka” TVC was released, jumpstarting the career of host/singer Nikki Gil. The singer walks by, spreading cheer by giving out unlimited Coke bottles to people she encounters.
‘10
The “Mismo” ad debuts; another TVC encapsulating Filipino culture. The “Mismo” TVC affirms that Coke is for everyone, and was recognized by the Philippine TV Commercial of 2002 by the Student Choice Awards.
Features
Ad Awards by Joshua Ahyong
T
ruly it is hard to give credit where credit is due especially when we are talking about Filipino talents in the advertising scene—a pool of infinite ingenuity. Yet three esteemed award-giving bodies in the industry took on the challenge of giving credit to several worthy individuals—the Adobo Design Awards, the University of Asia and the Pacific’s Tambuli Awards and the Philippine Ad Congress’ Araw Awards. Impressive is an understatement at this year’s ADOBO DESIGN AWARDS. Held in Ayala Museum, this year savored what appeared to be advertising goodness, presenting a couple of awards to advertising geniuses. The Adobo Design Awards seeks to honor the best in design including the brains behind it. Winners include: Best Poster Ace Saatchi and Saatchi for Olay “Reverse Ageing” Best Logo Design BBDO Guerrero/Proximity Philippines for “It’s more fun in the Philippines” logo. Awards for the best in advertising continued with the recently concluded UA&P TAMBULI AWARDS. It is quite distinct for being one of the few award-giving bodies that celebrates IMC or Integrated Marketing Communications. Remember those Coca-Cola videos about OFWs coming home for Christmas that went viral on social media and video websites? That’s one campaign by McCann Worldgroup Philippines Inc. for Coca-Cola that won gold. Other awardees of the night include: Effectiveness Agency of the Year Award Publicis Manila Effectiveness Advertiser of the Year Award Nestle
Photo from Adobo
It’s also interesting to note that Nestle Philippines was the advertiser of the year at last year’s Philippine Ad Congress 22 Araw Awards. The Philippine Ad Congress is a yearly event that seeks to bring together the many game changers in media and advertising. Last year’s event was held at Cam Sur and was definitely one summit of talented advertisers not to be missed out. If you’re curious about who won some of the awards, here’s a very short list: Best Agency BBDO Guerrero Media Agency of the Year Media Contacts Production House of the Year Revolver Studios The excitement and advertising exemplars don’t end with the concluded award ceremonies. Later on this year will be the time for the Philippine Ad Congress 23 and next year’s awards are not too far away. For the entries, we’re pretty excited to see so much skill and talent. For the winners - well, we’re crossing our fingers.
above Danne Lim bags the Choice Award at the Adobo Design Awards this year inset With a hint of “modern feel” in the use of silhouettes and geometric shapes, Danne’s “Turista” was a celebration of iconic places in several provinces across the country.
On the Side Let’s not forget a UP AdCore alumna who was part of the list of award winners in the Adobo Design Awards. Danne Mavigale Lim of Dentsu Philippines bagged the Choice Award for her entry “Turista.” “I believe in Malcom Gladwell’s 10,000 hours of practice and I credit this award to all those sleepless nights I spent doing pubmats (publicity materials) for AdCore.”
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AdMark
marking the industry one person and agency at a time
Accounts from
the Ad Man Text by Eunille Santos Interview by Carla Mas and Eunille Santos Photographs by Jon Benedik Bunquin
International advertising judge and one of the Philippines’ top and most accomplished executive creative directors, Melvin Mangada, unravels fragments of his life and experiences in an ever-dynamic industry—as he tried to constantly disrupt it to be where he is now.
T
he taxi drives into the busy streets of the urban Makati area. Around the corner of Chino Roces Avenue, a predominantly white rectangular building with two stories stood solidly on the ground with its clean and sophisticated façade. Inside the “living room” surrounded by long rectangular glass windows, a cluster of people dressed in signature corporate Makati attire silently work with their Mac laptops over a high table by the corner. Next to it was a staircase bounded by metal bars positioned in a distinct manner, like blades of swords randomly thrust into the ground. A portion of the building is cordoned off. Remodelling has caused the smell of paint to waft across it. The faint traces of the building’s warehouse ancestor are starting to vanish completely. On the left side of the living room is a conference hall. Inside it is a white board with what seems to be plans regarding a brand written against it. “Hello! Welcome to our office!” says a man dressed in a full black suit as he enters the room. “I’m sorry I’m late. I just came from a meeting.”
Two days prior to the interview, he had a meeting with another client. For most people, this may seem too hectic, but for an in-demand person like Melvin Mangada, it’s just another normal day at work at their renowned advertising agency, TBWA\ Santiago-Mangada-Puno.
His first unexpected account Before Mangada’s impressive body of work catapulted his status as one of the top executive creative directors of the country, he was once a clueless visual communication student walking along the hallways of the University of the Philippines (UP) College of Fine Arts in Diliman, unsure of what was in store for him after graduation. “All I knew is that I had to excel in my last two years because I… wasn’t as good as my other classmates who were very good at figurative drawings and perspective and all that. But when I got into advertising proper, that’s when I got really excited,” says Mangada in an amused tone. continued on page 9
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AdMark
marking the industry one person and agency at a time
Little did he know that his thesis defence would later solidify his path. A panel of advertising professionals, including then Ace Saatchi and Saatchi executive Jimmy Santiago, sat down for the event in a gruelling session of critique. Mangada’s thesis was about Xerox machines.
“ When you think of photocopiers, you think of Xerox. So that was basically the thesis of the campaign. I think it was a challenge for me to advertise something as boring and as cold as a Xerox machine, ”
he says, accentuating a self-imposed challenge that his thesis should not have any loopholes. “I don’t want the panel to ask any questions. So while the groups were presenting, I was taking down notes.” His paramount effort earned him an unexpected offer from Santiago. He was hired as the first art director fresh from college for advertising giant Ace Saatchi & Saatchi. But repercussions came along with his triumph. Many questioned his young age and lack of experience, deeming he was not qualified to handle a directorial position. TBWA\ SMP bagged the 4As Agency of the Year Award for four consecutive years, a rare feat in the local advertising scene.
“ Can you imagine the other senior
people in the office, looking at me and saying ‘sige nga, tingnan natin kung magaling talaga ito.’ I think my training in UP, that sink or swim mentality, allowed me to survive all the pressures in the first few years in the business, ” Mangada prides.
Soon after, Saatchi realized Mangada’s potential and promoted him to become a Board Member and eventually, Executive Creative Director. Under his leadership, the agency won numerous awards including the Agency of the Year Award from the Association of Accredited Advertising Agencies (4As). “Saatchi was very good to me. They offered me a job, a milestone. More importantly it was the recognition that even a young person with no experience could be given a break. And so I stayed in Saatchi. I never looked at another agency for more than a decade.”
TBWA and beyond But time came when Mangada realized that his time in Saatchi was over.
“ And then suddenly I realized,
‘Okay, I’m done here. I’ve given everything, I’ve done my best. The guys have taught me a lot of things. ”
After 15 years of countless feats, Mangada felt that he had reached the pinnacle of his career in Saatchi. He was ready for a change. Caught between pursuing a career as a director and starting an agency with former colleagues Jimmy Santiago and Tong Puno, Mangada eventually found a way to reconcile both. “Jimmy and Tong were in talks with TBWA, and they felt like they needed me in this new entity. So I talked to TBWA regional and said, ‘I want to be a director.’ And they said, ‘okay, we’ll give you
text
“ So
whether you come from the College of Fine Arts or Mass Communication or BA (Business Administration) or you’re an English Major, advertising is about connecting with people, telling stories that will make you agree or disagree. ”
a month every year to direct anything you want,’” says Mangada, proudly pointing out that all three of them came from UP.
scholarships through the TBWA Academy, in partnership with the UP College of Fine Arts, Mangada’s alma mater.
At that time, TBWA has not yet established its reputation in the Asia-Pacific region. But despite being a relatively new game player in the Asian market, TBWA\ SMP proved that they are an agency that should not be overlooked at. Internationally, they earned medals from Cannes, the Clios, One Show, Media Spikes and Ad Fest. In the local setting, a rare occurrence in the history of the 4As advertising awards, TBWA\ SMP bagged the title of the Agency of the Year for four consecutive times, from 2003-2005.
From his unanticipated first offer-turned-lifelong profession, to establishing his own agency that aids in honing “future creative leaders” of the country, Mangada’s journey as an advertising legend in the local and international scene is truly sailing in posterity.
text eunille santos photos jon benedik bunquin
Mangada also added to his list of awards the distinction of being the first inductee in the 4As Creative Guild Hall of Fame. He also served as a judge in several local and international advertising competitions including the New York Festivals and International London Ad Fest. Despite his taxing work schedule, Mangada, together with the entire TBWA\ SMP, still make a conscious effort to champion certain advocacies. With the goal of providing education for the less privileged, they have been granting
“We started out as, I think there were just 12, 10 people. I was tasked to be on top of the creative, Jimmy was tasked to be on top of planning and then Tong Puno was assigned on account management and finance. It became TBWA\ Santiago-Mangada-Puno, a very long name, it sounds like a law firm.
“
And we worked really hard because my vision for TBWA was to be a very nimble but creative shop, and until now I still believe that creativity is the strategy to win clients, to build a business. ”
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Truly Filipino:
Creating Captivating Ads by Carla Mas
International Advertising Judge Melvin Mangada stresses the importance of insight, craftsmanship, tenacity and honesty towards the Filipino culture in creating winning advertising.
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AdMark
marking the industry one person and agency at a time
O
n top of being one of the country’s top creative directors and co-founder of TBWA\SMP, Melvin Mangada’s slew of awards had already secured his spot in the industry. He has also been given the honor of judging prestigious award-giving bodies such as the New York Festivals, Media Spikes and Araw Awards.
What does it take to bag gold in the industry? For Mangada, a winning Filipino ad is a product of the following elements:
Insight that is Artfully-Made A good ad is a product of a good insight. It should distinguish your product from others. Take Champion for example, it did not talk about the brand, it presented a value. In a period where Filipinos are yearning for transparency, Champion talked about honesty. Now it is taking the top spot. Combine insight with design, and you get an exciting ad, Melvin says.
Honesty and Emphasis on the Filipino Culture “Don’t pretend to be American or Chinese. We’re not from America and we’re not from China. We need ads that reflect Filipino life,” Melvin asserts. Years of colonization, poverty, and disasters are all reflected in the Filipino life. Yet what Melvin singles out is our ability to adjust and find happiness in the most miserable situations. “Take pictures of Ondoy for example: people are smiling at the cameras. That is a huge difference. We are also probably the most global people in the world. I’m sure we all have relatives working and living abroad. Filipinos are a very colorful bunch of crazy, happy people who find joy in the family despite the conditions. When we recognize all of that it would come out in advertising, and it does come out,” Melvin says. “When we put a little more of who we are in our advertising, it will distinguish us,” he adds.
Overcoming Deterrents The ability to adjust and work in spite of hapless situations is evident in the industry itself. Despite constraints, Melvin states, Filipino advertising is still globally competitive. “We don’t have funds to make ads as epic as those in Hollywood, so our crafting suffers a little in comparison. But in terms of ideas and concepts, we are very competitive; we’ve been winning in big festivals around the world like Cannes and CLIO,” Melvin says. text carla mas photos jon benedik bunquin
In his advice to individuals aspiring to enter into the field of advertising, Melvin stressed that a lack of formal education on the industry should not discourage them from trying their hand in the field. “Advertising is about connecting with people [and] telling [their] stories. It’s everywhere. And if you are a voracious consumer of anything online, anything that’s interesting, anything that makes you laugh, then you’re probably cut out for advertising,” he concluded. 12
AdList
a list of everything advertising
The definition of insanity is doing the same thing over and over again expecting a different result. by Eunille Santos
T
he freedom of the speech, and of the press, the liberty to be critical on the government, and the exhibition of controversial films were some of the occurrences that were suppressed during the Martial Law of the 1970’s-80’s...then, the People Power Revolution happened—on an era where hopes for democracy were almost lost. It caused disruption. The Spanish colonization, the World War II, the 1991 eruption of Mt. Pinatubo— these historic events also caused disruptions. While it often creates a disconcerting feel to people, disruption, sometimes creates what the People Power Revolution conceived—change. Good change, that is. Named after the initials of its founders William G. Tragos, Claude Bonnange, Uli Wiesendanger, and Paolo Ajroldi, TBWA is one of the most renowned advertising agencies in the world. The agency is known for its disruption philosophy that defies conventions and sets off radical leaps, overturning ‘advertisement’ as we know it. TBWA Worldwide Chairman Jean-Marie Dru perfectly describes, “Disruption is not destruction. It’s creation.” And that is precisely what its regional office in the country, the TBWA Santiago-MangadaPuno pursues to maintain in its creations that break patterns.
Alaska Powdered Milk Closing the gap
Convention: : Milk advertising capitalized on the relationship of the parents to their children, and how they care for their health and nutrition. Majority of advertisements generally show fun, accompanied by ambient music to stimulate a child’s mind. Disruption: Bring in a new answer to an uncharted phenomenon—the Growth Gap. Most milk brands only address the needs of children below 4. After that period, however, growth gap happens. Growth gap is an occurrence where the growth rate is at its 13
slowest because of the presence of junk foods and tied-up school schedules. As a result, nutrition is compromised, impeding full growth potential. Result: With Gary Valenciano and Maricel Soriano as the celebrity endorsers, the Agency expound on the phenomenon and underscored the capability of Alaska to address the pressing concern. From 15.1% in February 2001, market shares rose to 19% by December 31, 2003.
COLT 45
NISSAN X-TRAIL
Convention: Beers and alcohols were for a grown-up man’s bravado.
Convention: In 2003 when SUVs became the first choice of transport replacing sedan, advertisers went on showcasing beauty shots of their cars set against a picturesque background. SUVs were perceived as only for city-driving and not for off-road trips.
Kaya mo na ‘tol!
Disruption: Plunge into a new market and address the entry point of teenage guys ages who are bold and adventurous, yet dubious of the restrictions and limitations at the same time. Result: The tagline “R-18. Kaya mo na ‘tol!” generated ad recall as it brought to surface the essence of the campaign, that is, to celebrate a guy’s entry to manhood. Sales from 2003 increased by 51.3%, marking its territory to young Filipino drinkers.
KFC Chick’n Fillet Sandwich licking good
Convention: The impression that the cheaper the food, the lousier it is, the 2004 Asian Avian Flu, and the unprecedented necessity for cellular phone load over one’s stomach’s demand altogether did not help KFC in any manner especially with their teenage cohort. Disruption: Challenge the typecast that lowpriced food could not be delicious. Single out KFC’s Chik’n Fillet as a friendly grub made of premium and authentic chicken fillet; and sell it for 29 pesos, cheaper than the 30-peso economy load. Result: With the tagline “Kapag favorite mo’ng chicken, you wouldn’t want to share it, even with your best friend,” the ad featured school kids describing the sumptuous taste of the Chik’n Fillet and affirming its cheap price. The launch was the most successful in KFC history, reversing the negative sales for the first four months of 2004 and gaining increase by 48.6%.
Goes where your taxes don’t
Disruption: Instead of a stylishly beautiful branding, present a “ruggedly handsome SUV.” Come up with a campaign that combines form and function by placing the Nissan X-Trail in extreme road mayhems of the metropolitan jungle, outmatching wicked rocky paths and floodways. Result: Prior to the concluding tagline “Goes where your taxes don’t,” the ads featured the Nissan X-Trail discharging boulders as “plain pebbles.” The campaign claimed success as Nissan became the #1 selling SUV in less than three months, according to automotive industry association, CAMPI.
Ayala Malls
From landmarks to love marks Convention: Advertising of malls put emphasis on what they sell (or offer, for that matter). Ayala’s sophisticated image—being a haughty spot very particular to the societal class it caters to—had created an impression ill of invitation to a likewise prospective market. Disruption: Establish consumer loyalty through an appeal to the emotions which would turn the urbane landmark into recreational love marks. Result: The combination of a campaign where people were situated in various areas of the mall while happily lip-synching the hit 60’s song “More Today than Yesterday” and the catchy tagline “LOV’EMALL” yielded an 84% awareness level and a Merit (Silver) from the 2004 International Council of Shopping Centers. 14
AdCritique advertisements at spotlight
(S01EP1)
Verdict: 0% offense for Bayo “The opinion of the writer does not reflect that of the magazine and of the organization.”
his is just about MIXING and MATCHING. Nationalities, moods, personalities and of course fashion pieces. Call it biased, but the mixing and matching of different nationalities with Filipino blood is almost a sure formula for someone beautiful and world-class. We always have that fighting chance to make it in the world arena of almost all aspects. Be it Fashion, Music, Science, and Sports. Having Filipino lineage is definitely something to be proud of.” Bayo Vice President Lyn Agustin said that the “What’s Your Mix” campaign is a three-part stint to be purposively released in a straw of months. From the felon 50% Australian and 50% Filipino, ‘supposedly’ celebrating intercultural integration, it is planned to take onto the diverse ethno-linguistic groups in the Philippines with 50% Tagalog and 50% Ilongga, and finally a hint to fashion personality with 50% Nice and 50% Naughty. Though I concede to the concept being a branding sweetheart, I preserve the standard of an advertising that is not only a sensation, but also a hit to perfection. Practically any English professor would agree that this paragraph alone could not pass for a billboard, much less a seatwork on a yellow paper. Apparently, its departure to grammatical rules leaves us questioning the sub-rosa: was it copy-tested? Copy testing in market research is basically a trial run for an advertisement to determine its effectiveness and appeal before its release. I find it quite unbelievable, if not disappointing, that a manifesto such as this was put out in almost every Bayo branch across the country when, basing on its standard, it appeared to have bypassed copy testing. As advertising enthusiasts, we all take that there is no recipe for a good marketing campaign. It takes a soaring imagination and a good sense
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of what is a hit or flat. Ingeniously relating cultures to fashion principles, Bayo has shown a considerable attempt to branding magnificence. But we must consider that skill—an eye for aesthetics—does not take it all. Good instinct and taste may help you leap through the crossbar, but analytics wins you the trophy. Scoring a good campaign is a toggle of both. Everyone was taught a lesson, perhaps including Bayo: research is important. However, neither the grammar nor the quantifying of lineage into easy percentages was the reason people clamored offense against Bayo. It was the patronizing of other races that seemed to have given a condescending blow to ours— cultural insensitivity, a good many says. The public questioned Bayo’s intent to look up to the beauty of other races, leaving the exquisiteness of a genuine Filipina behind. The trade name—Bayo—is a direct reference to the Ilonggo word for dress. I feel Bayo knows for sure that an insult to the culture that reared it would never have them flee unscathed. So did Bayo really became insensitive to clear an advertisement that can insult its own race? Bench, Penshoppe, and Kamiseta are some of the local brands that decided to occupy EDSA with billboards of foreign endorsers, nearly simulating NY’s Time Square. Was this the kind of marketing Bayo felt compelled to join itself to? Bayo says “Call it biased, but the mixing and matching of different nationalities with Filipino blood is almost a sure formula for someone beautiful and world-class.” A furious public decoded this as a mockery to the Filipino race: that a mix is almost a requisite to making it in the global scene. In other words, a pureblooded Filipina is indisposed to having a global recognition if her beauty does not own even a hint of another race; as if genetics of other races are a key to consider a woman beautiful.
photo diversityhuman.com
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Features More for
mommy blogging by Cris Sarmiento
100% controversy. One of Bayo’s “What’s your mix” campaign ads that instantly elicited comments from the public.
It was fair enough to read it that way, but I dissent. Had it not for the Chemical X, Professor Utonium would not have created his masterpiece—the Powerpuff Girls. To Bayo, the Filipino blood is the Chemical X for beauty; that any other blood mixed with ours is a “sureformula” to a beauty that will awe the world. Our race, its race was all that Bayo had been biased for. Unlike what the public thought, Bayo did not mean to leave the Filipino race in one corner, they were trying to put it in a pedestal. Whichever meaning was rightfully intended, however, drowning ourselves with the “offense” it brought to our race too much makes us miss the point: that we are sometimes robbers defensive of our own crime. It appeared ridiculous to me to see the outrage of people about this ad, defending the Filipina beauty when all along our concept of beauty was otherwise. In a mix such as 40% British and 60% Filipino, which percentage we do not infrequently trust? We may not admit it but we are in fact almost unconsciously the biggest bully of our race. -the ADjudicator
G
ear up travel and food bloggers, seems like you’ve just gotten new competition: Mothers.
There is a growing number of what is coined “mommy bloggers.” They are mothers who spend their time maintaining blogs. With a growing community, they spawned followers who generate traffic for their sites every day. Of course, where people go, advertisers follow.
Mommy bloggers “draw inspiration from their families, hobbies, and personal views,” Mommy Lena (5th from left) said.
Mommy blogs are “more personal,” pinaymomblogs.com blogger Lena Lengson said. This is practically what sets mommy blogging distinct, they do not plainly write in the confines of motherhood but draw out more personal themes like their kid’s favorite toy, or their son’s wedding. More and more advertisers see a potential investment in mommy blogs, Lena said. The industry also looks pleased as more mommy bloggers have “wisened up,” getting savvier at white and black hat SEO, Google Bots, page ranking etc. As a mommy blogger, Lena gets invites in press conferences for the products she endorses. She is asked to do product reviews and samples are sent right at her door. As of the writing, Lena is asked to check out on a certain food product—we know what that means. 16
AdWork the advertising to do work
Writing
for the Ears by Carla Mas
M
usic blares out of your radio alarm-clock, signaling another day. You gulf down breakfast to the beat of your favorite music. Driving your car in silence is unbearable, so you fiddle with your radio controls. Throughout the day, snippets of radio programs beg your attention. At the end of the day you turn on the radio, hoping the mellow guitar strains would help put you under. Isn’t it easy to see how radio provides the soundtrack of our lives? Ever since the 1920’s radio has entangled itself into Filipino culture. Naturally, the popularity of radio programs attracted advertisers. Copywriting for radio was defined and began to build brand awareness. More importantly, it helped increase company profits. But as new media began to dominate our lives, many began to overlook the effectiveness of radio as an advertising medium. That is a huge oversight.
For one, the ubiquitous nature of radio makes it invaluable for advertisers who want to capture consumers everywhere they go. The saying “Reaching the right people at the right time with the right message at the right cost” is valued in radio. Because of the inherent grouping into formats of the radio industry, targeting the right audience is easier. Most importantly, radio advertising gives more value for money. Compared to television, advertising is cheaper in radio. While television 17
ad campaigns burn through millions of pesos, radio ads only run in the hundred thousands. Radio stations often offer discounted “package rates.” You can barter with them and use their talents. Sometimes, radio stations even give trial periods and run ads for free. Another perk of radio advertising is that anyone can write the advertising copy. However, inexperienced writers must be warned that radio copywriting has nuances. Ad agencies employ copywriting techniques that ensure that the ad message is heard. After all, radio is something we hear, not listen to. There is always the danger of an ad becoming background noise and money going down the toilet. But if you want to try your hand at radio copywriting, and save money in the process, then these tips from Eleanor Agulto, University of the Philippines professor and advertising executive, might just come in handy.
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The challenge for radio copywriters is how to be heard when no one is intently listening. ”
(Agulto, 2011)
Radio is an aural medium; sound makes up for what other senses seek. It is often referred to as the copywriter’s medium because there is no art director to supply visuals. The copywriter must know what stimuli would create solid imagery in the brain. With only sound triggering the imagination; the copywriter must learn how to think and write visually, Agulto said.
“ This is the strongest way of engaging the “theater of the mind ”
However, before employing attention-grabbing techniques, the copywriter must identify the core message of the ad. Too much messages would result in clutter and a tuned-out audience. Identifying a problem and offering a solution often helps in determining the core message. Then paint a picture with sound. Voice, for one, aids characterization. Certain characterization of people depending on their voices establishes identification and recall. A cackling laugh, for example, may belong to a witch. Sound effects and music, on the other hand, add drama to an ad. Cheers of people or the honk of vehicles build the atmosphere, while music, such as wailing violins, directs the mood. The combination of sound elements helps attract attention and establish setting and characters. After that, the main message must be communicated quickly, as a standard radio
ad airs for less than a minute. In this span of time, the copywriter must strive to mention the product or service as many times as possible without sounding completely obnoxious. The next challenge, Agulto points out, would be to apply executional techniques to increase retention. You could use hyperbole or put the characters in strange settings. You can also rely on the jingle commercial, the rhythm and rhyme of catchy jingles is very effective in increasing ad retention. Sound effects advertisements are another favorite which usually starts with an announcer saying: “This is the sound of a …” followed by a sound effect.
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Finally, the copywriter must end with a clear call for action. ”
An action point creates the need to respond and drives results. Oftentimes, the success of the ad depends on this last point. So now you’re all set. With a big idea and a little persistence, what’s there to stop you from creating the next hit radio ad?
Need inspiration? Check out these remarkable Filipino radio ads with mastery on both insight and execution. Filipinos can really be counted on big ideas! Petron’s 2T “Palyado” The big idea: Use human voice to show the sound of ‘good’ and ‘bad’ engines. Voice talent Mario Victa demonstrated how a tricycle in ‘tirek’ would sound.
Colgate’s “Nguya” The big idea: When you’ve got strong teeth, eating becomes a delight. Healthy teeth create a symphony of crunching sounds
Champion’s “Bula” The big idea: Use a woman’s voice to show how a known detergent is full of ‘bula’ which translates into ‘blablabla.’ The ad reveals that big detergents which are full of bubbles (or all talk) have nothing on Champion.
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