What a wonderful year 2012 has been for me. First off, I started writing this blog to spread my passion for advertising and marketing. I can't believe I have been writing for seven months already! And knowing how little I can sustain a weblog, I proclaim the former sentence with such pride. Hopefully, the year that will become shall continue the fervor I have displayed for the past few months - a first birthday for this weblog will be just fitting.
So, before we bid this year adieu, allow me to share a rundown of the personal best moments of the advertising world - executions released, commended by award-giving bodies or personally discovered this year, whichever the case may be - and, okay, some personal best moments, per se, as well. Here we go.
I love how emotional and human this commercial gets. An absolute tearjerker, as manifested by students getting teary-eyed when I showed them the commercial during our 30secondTHOUGHTS break.
This remake of the classic Hilltop commercial is a testament to how the technology of today brings the message across in one flawless, effective execution.
Unexpected and brilliant, an "in your face" approach against smoking. Plus, it's from Thailand! 2012's PERSONAL BEST MOVIE: "WRECK-IT-RALPH"
I watched the movie with my childhood friend to destress and, boy, the child in me is forever grateful to have watched the film. The Glitch, Sugar Rush, and Jane Lynch's convincing role. Okay, no further sentence. I know, no spoilers please.
The independently-produced film is reflective of the lifestyle and culture of today's young with choice touches of the reminiscing past. It was worth two tickets, and I enjoyed watching Ang Nawawala twice during its Cinemalaya run.
2012's PERSONAL BEST SONG: "SOME NIGHTS" BY FUN.
The song is a battlecry when at work, study, or review gigs. The song's marching rhythm provides the positive mojo for the self to work at its best when it is most needed. I cannot wait for FUN's concert next year. It will be, well, fun. Pun intended.
2012's PERSONAL BEST SPORTS (APATHETIC) MOMENT: BLUE EAGLES' FIVE-PEAT CHAMPIONSHIP
I am a self-confessed sports apathetic, save when it comes to UAAP - the Ateneo de Manila Blue Eagles' bid for its five-peat championship in particular. I may have crossed over to the greener side but my loyalty will always be to my former sister school - an alliance both true and blue. Fly high, Blue Eagles.
After watching Survivor for twelve years, the hit reality show has finally reached Philippine shore. Oh, what amazing moment it is for a loyal fan. Congratulations, Denise for winning the show's 25th installment! Now, I can't wait for the premiere of Survivor: Caramoan come February.
I turned 25 this year. One highlight during that special day was giving bonus quizzes to my first batch of ACTPACO students - a gift coming from the birthday celebrant himself. It was a memorable surprise.
Ladies and gentlemen, behold the last print issue of
Newsweek.
With a cover showcasing the newspapers’ once Manhattan
office and the aptly-title headline, #LastPrintIssue, Newsweek published its
final print issue dated December 31 as the newspaper shifts into digital format
effective 2013. The digital format will be renamed Newsweek Global, according
to its Editor Tina Brown.
Newsweek’s decision to go all-digital is a haunting reality
for the print community. The scare of high printing costs, diminishing print readership
and consumers’ continuing shift for things convenient and digital have finally
placed things into perspective. Will print bow down to its digital sibling, a medium slowly conquering the reign of the former’s turf? Will print be a thing
of the past in the next fifty years? How much will the last Newsweek issue’s
worth be as it will be auctioned as a decade memorabilia?
Hopefully, Newsweek’s shift will be an isolated case, rather
than a growing trend. Print , per
personal opinion, is still a valuable medium.
As David Guerrero BBDO Guerrero/Proximity Philippines Chief
Creative Officer pointed out , “If you’ve got something important to say, say
it in print.” Additionally, print, as described in Jim Aitchison’s “Cutting
Edge Advertising”, is the “only medium [you] can hold and touch.” When you grab
a paper, scan through the pages and read the contents, you are actually making
a choice to have an intimate conversation with the print. Renowned adman Neil
French further emphasized the value of privacy in print. “The relationship between your
eye and the page is a personal one,” French stated. “That’s why people get
stroppy when you read over their shoulders. It destroys the privacy of the
moment.”
That intimate relationship – between the newspaper and the reader
– is something the digital medium offers in a less convincing manner.
People, it’s time to rekindle that intimacy. Start reading
more newspapers!
Of all holiday-themed advertisements this season, Jollibee's Christmas offering is a personal favorite. It is a heartfelt narrative of reconciliation and brotherly love told over Kuya's broken playstation LCD and the special participation Jollibee's ChickenJoy play in the sibling's relationship.
The 30-second spot works because childhood quarrel is universal and the countless ways we seek forgiveness from our siblings (and vice versa) are recalled as the bunso offers his share of chicken skin to his Kuya as a peace offering. And this season is truly about forgiveness. And children too.
One of my New Year's resolutions is to conquer my fear of adrenaline-themed amusement rides. The fear stems out from two reasons. First, as a child, I was not raised to enjoy the thrills and shouts brought about by such architectural terror - I never rode on one until I stepped in high school. Second, I am a control freak; I loathe not being in control of the situation - thus, being voluntarily strapped into, again, such architectural terror places my worst control issues at its zenith and, for the love of the gods of the amusements (read: the technician), I don't want to rely on them to control my fate within that unbearable ten-minute inferno.
If my memory serves me right, I have only been to two Ferris Wheel rides (courtesy of the provincial fiesta), one unforgettable Octopus experience (I can still, with embarrassment, pronounce the English phrases I shouted during that horrible ten-minute ride), an almost neck-breaking (literally) roller coaster encounter, and a not-so-awesome-dude Surf Dance (the last two, challenges I conquered after I and some of my batchmates went to Star City to treat ourselves after passing the licensure exams).
Thus, I came up with this resolution, a dare which I wish to keep and to fulfill come new year. It's about time, I suppose. I don't want to wait until fifty for me to conquer this fear and enjoy the thrills of a rollercoaster ride - just imagine a senior citizen whining like a child in the middle of a 360-degree spin. Plus, conquering this fear might evidently help with my control issues and place the You Only Live Once (YOLO) philosophy - a mantra which my friend taught me - into proper use. YOLO YOLO YOLO. So, help me YOLO.
It certainly helps, at least, when a print ad replicates the fun(?) of a nasty 14-storey water slide - scrolling down the bar simulates the Insano water slide torture experienced by regular daredevils as they troop the Beach Park in Brazil. And trust me, the visual experience is nothing less than scary.
Copy: Feel the experience of sliding down a 14 floor building (top) have you imagine it LIVE 105 km/h in the best Water Park in Latin America At the lowest prices?
Ad Agency: PMWeb
Client: Beach Park Brazil
I think I'm backing out. Okay, I hope I live up to my promise. So, help me YOLO. Help me, YOLO!
IT'S CHRISTMAS!
Okay, let's make this quick and simple. I know we're all pretty busy with our reunion pictures, our guiltless holiday feasting, and our endless conversations. So, Merry 30secondTHOUGHTS to you, my friend! May this season be cherished with thoughts of family, friends, and faith. Remind ourselves of His Grace, the greatest gift we all have received.
And yes, although I have now officially become the Santa Claus, instead of the kid who sneaks past midnight and waits for him to arrive, my Christmas is still embraced with child-like fervor. The smiles from the special people I have given gifts to - my family, friends, select students - are indeed priceless, intangible gifts that only I can keep for its value.
Cheers!
Ad Title: LET'S FEEL GOOD
Ad Agency: Mother
Client: Boots
Oh, dear Santa. Don't you dare fret and frown. Because tonight, although your suit is pink and pale, many a children, both naughty and nice, shall receive their Christmas presents and shall chant merry gratitude to you Saint Nick. So, don't go hu hu hu hu...and be cheerful, glad, and sigh in deep exclamation with your famous HO HO HO...
Dear Sirs, My name is James Groccia and I am 10 years old. I have been playing with many Lego sets and products since I was about 4 years old. I have brick sets, Hero Factory, Creationary, Lunar Limo and more. I participate in a Lego Playgroup to help with my Social Skills (I have Asperger’s Syndrome) and I love playing with Legos at home (I play with them every day). A couple of years ago, I saw The Emerald Night Train set (K10194) and fell in love with it. I wanted it right away, but my parents said I had to save the money to get it. For two years I kept all the money I got for birthday and holiday gifts, some of my allowance and some money I got for participating in a research project. At last, a couple of months ago I had my $100 and was ready to buy the Lego set of my dreams! My mom started looking for it on line and could not find any. We checked the Lego store in our area and they didn’t have it either. I was completely crushed. You’ve stopped making it! It seems the only way to get one now is to pay $250 on Amazon or ebay, since now it is considered collectible. I got another Lego set, thinking I could forget about the Emerald Night, but every time I see it anywhere on line I get very sad and disappointed. I still want the Emerald Night so badly, but there are none to be found. Do you have any at your corporate headquarters? Perhaps I could get one that way? If you have any other ideas, I would be happy to hear them. I have never wanted a Lego set so badly ever in my life! Your most loyal Lego fan, James G. Groccia
... And then, a miracle happens...
Client: Lego
Lego surprises James with his long-dreamed Emerald Night train set. Enjoy your train set, James.
Sighs. Dreams do come true. Merry Christmas everyone.
While doing some Christmas purchases, I stumbled upon a miracle - a marketing surprise at that.
The gods of the Trinoma placement ads must have heard me. In a previous post, I ranted about the saddest print ad I have ever seen about a slimming pill. Well, guess what. That print ad has now been replaced, albeit the same brand is still renting for the ad space. In a before-and-after take, similar to a weight loss program ala "The Biggest Loser", I present to you the amazing transformation.
Young model/actress Regine Angeles, in her physique and porcelain skin, provides the aspirational branding the slimming and whitening pill tries to pull across. The copy is less offensive this time - the "Lighter Skin. Lighter Body." headline is a direct translation to the previous' "Max Maputi. Max Mapayat" without the rather intriguing "Max Masaya!" punch (yes, with an exclamation point.). And Angeles maneuvering the dance pole is an implied suggestion that for best results, one should take the slimming pill with regular exercise.
With that, I can now pass by Trinoma's south entrance with all marketing peace and mind. And yes, the thought of pole dance.
Another term has ended. As I write this post, my next task will involve uploading my students' final grades in ACTPACO - the activity will be the exclamation point for the term that has been.
But before the term officially draws to a close, I want to personally thank you, my dear student, for bearing with me for the entire term. Thank you for listening or pretending to be listening (you may plead guilty now) to my fast-paced lessons. Either way, the amount of auditory input you accumulated - together with your midnight oil and determination - for the past fourteen weeks is directly proportional to your final grade.
And I know, you'll miss the lectures' hashtags and the 30secondTHOUGHTS - marketing-related commercials, played after the first half of our 90-minute lectures, which provided the needed breather just right before your mind explodes over those computations. Hearing your literal sighs when I announce that it's time for the break is priceless.
Aha, we shall not forget the quotable quotes - "Don't pack-up yet", "Is that a question or a statement" - and inserts of pop culture, the bonus quiz ala "The Adjustment Bureau" and the now infamous "Christmas Bonus" by my favorite band, The Aegis (Their "Basang basa sa ulan" is immortal). These have made your stay in ACTPACO bearable and fun. I hope I showed you that, yes, their is a lighter side to accounting.
So, here's a simple souvenir for the months that has been - snapshots taken during our last formal meeting. Enjoy your 30secondTHOUGHTS Christmas, guys. And always remember, defeat begins in doubt.
You're cramming and ,by now, reviewing quiz four of six for your finals in ACTPACO tomorrow. You begin to work a viable schedule, one which can still accommodate your required number of sleep. And you have your pre-final grade checked - you either reply with glee or be more determined upon viewing the digits and the equivalent grade.
So, yeah.
Let's have some few minutes to unwind, gather some needed energy before charging that needed momentum anew. Let's be random with our 30secondTHOUGHTS this time - just how you will probably be during the last minutes of your review, ingesting the concepts at an unsystematic pace, convincing the self that all is still good, or otherwise.
So, yeah.
"Hatsune Miku", Hakuhodo Inc. for Google Japan.
Ad Title: HATSUNE MIKU
Ad Agency: Hakuhodo Inc.
Client: Google Japan
INDIE-PENDENT
(1) a one-night concert featuring top independent artists for the benefit of Youth at Venture.
(2) an event to be held on December 17th 2012, Monday, 8PM-11PM at the B-Side, The Collective.
(3) tickets set at Php 350 each. For reservations and inquiries, kindly contact Ces Fajardo at (0917)9946656. First batch of reserved tickets will be distributed on Friday, December 14, 1100 AM, at the Ampiteather grounds. (For current ACTPACO students kindly include your name and section upon inquiry.)
THE ORGANIZATION
Youth at Venture Philippines is a non-government organization that offers free entrepreneurship training, one year coaching and mentoring to out-of-school youth ages 16-24, and provides successful graduate with seed money to help start-up their businesses with a vision of eliminating unemployment through entrepreneurship. Monique Loquillano is one of the organization's first success stories.
THE EVENT
In line with the messaging of supporting start-up entrepreneurs and aspiring individuals, the event will gather four unsigned independent bands, with repertoire ranging from the blues, alternative pop, organic, and reggae.
The Indie-pendent music festival will be graced by (from top to bottom) Hyena Harmonies, Juniper Face the Corner, Mithi, and Roochies.
So show your support and enjoy a night of purely independent music.
Support Youth at Venture. Be Indie-Pendent!
Kindly refer to the map below for directions going to The Collective.
The Republic of Thailand has much reverence towards their monarchy, particularly with their reigning King Bhumibol Adulyadej. The people treat their King with utmost respect, unconditional love, and national fervor - knowing that the King has provided them with sufficient aid to augment their individual lives with the needed progress.
Such admiration was apparent during my Thai lessons yesterday, as my Khruu Poi (teacher in Thai speak) narrated stories of how the Thai nation venerate the contributions of the King in their daily lives. In return of the King's generous deeds, select Thai people volunteer for Racha Pranukroh Foundation, a non-profit organization that provide community services particularly in times of disaster and national relief efforts.
The King is their symbol of unity and hope, a go-to person in times of need and an obvious emblem in periods of national pride.
King Bhumibol Adulyadej recently celebrated his 85th birthday last December 5. In the video, the King called for his people to maintain peace and unity as the crowd cheered "Song Phra Choreon or Long Live the King." Khruu Poi added that the throng of people gathered dressed in yellow because the color is the King's natal color - December 5, 1927 fell on a Monday and per astrological rule, people born on the specific day is protected by the god Chandra and yellow is the day's assigned color accordingly.
As an added treat, Khruu Poi showed the class several commendable Thai commercials, such as "Daddy", by Ogilvy and Mather for Thai Insurance.
Ad Title: DADDY
Ad Agency: Ogilvy and Mather
Client: Thai Insurance
Ad Suay Mak. Kob Khun Khruu Poi Khrap ((The ad is very beautiful/ Thank you, teacher).
16 days before Christmas...
In this DDB Adam and Eve spot for retail brand John Lewis, a snowman surpasses every imaginable roadblock , both cold and treacherous, to give his snowgirl the perfect Christmas present - a proof that even fabled holiday characters go mushy and rather heroic when they are in love.
Ad Title: THE JOURNEY
Ad Agency: DDB Adam and Eve
Client: John Lewis
If your travel itinerary includes a plane trip on the country's official flag carrier, Air New Zeland, your airline safety video will involve some unexpected guests - Orcs, elves, hobbits, and in the infamous Gollum included. The briefing has the requisites of the traditional in-flight manual - instructions for safety bins, oxygen masks, safety measures - but delivered with the classic "Middle Earth" magic. Loyal Tolkien fans are treated for a treat with this four-minute video, adding hype as "The Hobbit" premieres in Philippine theaters this month.
Welcome aboard this air Middle Earth flight! Before we set out on our journey, I, [says the charming lady elf cum flight attendant], will like to impart a story of safety...
It's "Hell Week" again for students, especially those who insert the catchphrase in between their tweets and Facebook status.
Trust me, I can feel the pressure as well - double the pressure considering that half of me has to check papers while the other part is complying with the requirements of my graduate studies.
So for our 30secondTHOUGHTS for today, it's about, you guess it, "HELL" - albeit in a very beautiful and well-executed manner.
JWT Shanghai's "Heaven and Hell" portrays a visual metaphor of the heaven-like accommodation a passenger gets while inside the aircraft while a Samsonite luggage gets an unintended hell-like torture below the baggage compartment - the Samsonite remaining compact at the end of the air trip.
The print is detail-oriented, an art-like landscape with well-thought use of muses, angels, and demons to accentuate the difference between the two environments. If one takes a closer look, the print ad is classic oil in its texture, as if actually painted to be adorned as an art.
Ad Title: HEAVEN AND HELL
Ad Agency: JWT Shanghai
Client: Samsonite
Per Gunn Report, the beautiful masterpiece produced by Bangkok-based CGI team Illusion Studio, is the most awarded print ad of all time.
For after hell, heaven shall be.God bless on the stressful finals week guys!
Need to buy something for your advertising geeks? Why not give him the November - December 2012 issue of adobo magazine with digital guru Rei Inamoto of AKQA as cover? Grab your copies now!
Maligayang Pasko! Sa pagsalubong natin sa panahong ito, masarap din magbalik-tanaw sa mga buwan na nagdaan - mga araw ng biyaya, mga oras ng pananalampalataya, mga minuto kung saan hinahabi natin ang ating mga kanya-kanyang buhay.
Ang bilis ng takbo ng panahon. Akalain mong magsisimula na naman tayo sa panibagong yugto sa ating buhay - maliban na lang kung naniniwala kayo sa mga haka-hakang magtatapos na ang panahon sa pagkatapos ng buwang ito.
Sana nawa'y salubungin natin ang Kapaskuhan na nagmamahalan, nagkakaunawaan, at nagbibigayan. At nabanggit na din lamang ang "pagbibigayan", ang aking 30secondTHOUGHTS ay akma sa temang iyon.
Ang "Hating Kapatid" ay isa sa mga naitampok na Christmas-themed short films ng GMA Network Inc. noong nakaraang taon. Paborito ko ang maikling pelikulang ito hindi lamang dahil tumagos ang kanyang mensahe sa aking puso - nagkataon din na ang mga pangunahing karakter sa short film ay kapangngalan ko, Si "Nino" at si "Jose." Astig di ba?
Maligayang 30secondTHOUGHTS!
Ad Title: HATING KAPATID
Media: GMA Network Inc.
Client: So Lucky Soda Crackers
I miss Dumaguete City, the city for the transient. People, undergraduate students in particular, consider the City of Gentle People their temporary homes, their magical abode where their dreams start and eventually flourish. And through the years, countless faces have come and left this city to begin a more demanding life outside this magical place. But there is something about Dumaguete that enchants the temporary settlers to go back and reminisce the stories shared with the tides crushing against Rizal Boulevard. It is as if the city holds an unknown charm, a secret potion that captivates, that lures us into visiting her once in a scheduled vacation leave.
One of the memorable experiences during my stint as a temporary settler is the required ferry rides from my local Dipolog City en route Dumaguete. The four-hour ferry ride is a journey made of conversations and visual feast. The hours are spent enjoying the immaculate sunset, the surprise visit from the engaging dolphins, and the warm talks from fellow students and chums.
And from afar, a passenger watches in glee as a huge strip of light begins to visualize as the ferry approaches Dumaguete. The strip is from the lamps illuminating the Rizal Boulevard.
Ayos. Hapit na ta mudunggo. (Nice. We are about to dock.)
Radio is the copywriter's playground. In this medium, the art director takes a silent backseat. The copywriter's words reign the spot, his playful wit is syllabicated in his careful choice of copy. And of course, the product is benefited with the beautifully-executed spot.
JWT Manila's "Traffic Therapy" radio spot for Lotus Spa is an excellent example. A Cannes-winning entry, the spot gives a therapeutic twist to the rather irritating ambiance of a noisy traffic jam.
Ad Title: TRAFFIC THERAPY Ad Agency: JWT Manila Client: LOTUS SPA The copy reads:
Look at the traffic jam. Aren’t you grateful to be part of it all? To be gazing at this vibrant expanse of cars, taxis, trucks; at dirty fingers sprouting out of windows, like flowers in spring. To be listening to all the honk, honk, honk, and the beep, beeep, beeeep; the enthusiastic exchange of Up Yours and Get moving you slowpoke. Your soul is waking up. You feel so… alive. You’re no longer just a driver – you’re a foot…existing in harmony with the clutch. Serenity that stays with you. Lotus Spa.
Ad Title: SNEEZE Ad Agency: Ace Saatchi & Saatchi Client: Xenical I get it. Xenical makes losing weight easier, even as fast as as a metaphorical sneeze. But somewhere along the way, my mind drifts into thinking that the sneeze is connoted to an allergic reactoin or even due to a seasonal cold - timely, given that I have seen some students come in class with tissues and clogged December nose. And we do lose weight when we are not feeling well - so does Xenical. So, we lose weight by not feeling well, by taking Xenical, or both? Somewhere between the lines, the advertisement's visual metaphor and my personal interpretation gets a mixed reaction. Achoo. Confused.
I always get offended (and even depressed) whenever I chance upon the print above, installed at the south entrance of Trinoma Mall - and my disgust for the print ad elevates with every succeeding visit.
The print ad shows a plus-size model raising her hand, as if gyrating to a club music. Imposed in her black shirt is a slimmer body, projected as the figure the model aspires to have - slimmer, sexier, whiter. The aspirational message is further supported with the copy, "Max Maputi, Max Mapayat, Max Masaya."
Here's what I get from the message: (1) If I'm (to place it frankly) fat, I am not exactly happy. (2) If I'm not fair-skinned, I am not as happy as I thought I am. (3) If I'm fat and not fair-skinned, I have to question my definition of happiness, and (4) If I'm either fat, dark-skinned, or both, I must take this slimming pill to live a happier life.
Let me clarify things. I am not against the product - there is a ready-made market for slimming pills (especially with the coming holidays where women will cautiously look for ways to counteract the merriment of the Christmas salo-salo). I just feel that the message exaggerates and manipulates society's already saturated definition of media-driven happiness - the kind of ecstasy that is superficial and mostly based on the physical. The slimming pill does not have to ride on that bandwagon.
The brand can still use the model, albeit in a different fashion. How about a success story of a real plus-sized model who used the pill as complement to her slimming diet. Or other executions that disrupt the usual way we project slimming pills.
Clealry, in my opinion, this print ad disrupts - but in a rather offensive and depressing manner.
I'm slowly getting the Thai language. Our Khruu Poi Thai (Thai instructor) taught us the basic pattern in the Thai language - it's basically, Subject + Verb + Object.
For example, the Thai translation for "What is your name?" is "Khun Chuu Arai Krap?" and if we translate the latter in the English text it will sound like "You - To name - What Krap" which follows the Subject + Verb + Object pattern. Krap, on the other hand, is a polite participle injected at the end of every sentence by a male speaker (the female equivalent is Kha). Obviously, Krap and Kha are the Thai versions of our local po and opo.
And when you answer "Khun Chuu Arai Krap?", your response will be "Phom (or Chan for female) Chuu [your name] Krap (or Kha) - the answer will be similar to the question's pattern, albeit different in subject and object. "Just follow the pattern and you're good", words of advice from our Khruu Poi.
And one more thing, learning verbs in Thai is actually considerably "bearable." The verb structure in Thai is far easier than our language. When a foreigner actually has to exhaust his patience in teaching himself the difference between kumain, kumakain, and kakain (the Filipino equivalent of the past, present, and future tense of the proverbial tourists' word "to eat", in that order), the same foreigner only has to concern himself with learning one word - Khin. If he wants to express that he has already eaten, he will just proceed Khin with laew, or Khin laew. And if he relates that he will eat, he will preceed Khin with Ca (pronounced as Ja), or Ca Khin. Cool, right?
The game plan is on. I will have to learn a lot more Thai words in the coming weeks and apply the new vocabulary into constructed sentences. Eight more classes to go and I can consider myself a determined traveler in the Thai language. Nii Ca Sabai Cing Cing! This will be really really good!
But for now, let's order some pizza. I'm hungry or in Thai speak, Phom Hiw Krap!
Ad Title: HOW GIRLS USE GOOGLE TRANSLATOR
Ad Agency: Bogle, Bartle, and Hegarty
Client: Google
I can recall, in vivid detail, how slow I was when I started reading books as a hobby. I was a late bloomer in my affair with literature - back in Sir Ian Casocot's literature class (I was third year in college that time), we were required to read a repertoire of Filipino short stories, books, and graphic novels; that "requirement" eventually fueled my interests in reading. Today, I require myself daily to spend time reading worthwhile texts - from David Ogilvy and advertising books to the stories of F. Sionil Jose and Ricky and the life story of our dear Amy Winehouse.
My pacing in reading books was a learning curve - slow at first, like the reading of a prep student, then eventually owning the speed of a fast learner; from the patience in reading short stories to the passion in interacting with a demanding novel.
Reading,indeed, is like a mental work-out - you start with little mass and with the mental repetitions and determination, you grow reading muscles, allowing you to endure long hours of reading, with that added adrenaline rush as you flip through succeeding pages.
Ad Title: START READING
Ad Agency: Slava Russia
Client: Federal Agency of Publishing and Mass Communication
The print ad above advocates that reading, both a passion and a hobby, requires commitment and starts with small but meaningful steps. It directly hits my personal journey with books - particularly with "Start with light texts. Gradually increase the load."
And I guess it would not hurt if either of the Russian writers - Leo Tolstoy, Anton Chekhov, and Alexander Pushkin - would become your unofficial book instructor, right? Imagine hearing their forceful voices as you start with your intense book training, sweat and coach whistle considered.
Take a look at your iPod (or whatever MP3 player you might use) right now and check your top-played list. John Mayer, Katy Perry, Maroon 5 – chances are, it’s a foreign artist. Now, take a look at the top OPM artists on the MYX Daily Top Ten today – chances are it’s nothing but a litany of pretty boy rock or some other variation of pop. It’s not necessarily bad music, but in terms of variety, it leaves a lot to be desired.
And so people flock to foreign music, and make bold proclamations such as “OPM is dead!”
Where has the good music gone? Well, it’s still there. Because hidden in the alleys of the cities, in small bars and hidden venues, lurk the unsung heroes of Filipino music, playing not for the money, not for the looks, but for the sheer passion of it.
OPM isn’t dead; it’s just hiding right under our noses, and here are 10 bands to prove it.
ALL FOR PATRICIA
A female vocal lead and an ensemble of seasoned musicians will take one through a beautiful harmony of jazz and lyrics – so soothing that at the end of every song, the unsuspecting audiophile will pronounce and hail, “All for Patricia!” The band’s repertoire of songs – from their eponymous album, hits like “Paasa”, “Sulyap”, “Sa Aking Panaginip”, and “Lipad” – combines the sentimentalities of want and longing with the influence of soul, funk, and a whole lot of jazz. The band’s rendition of the Gary Valenciano original “Di Na Natuto” provides a necessary exclamation mark for All for Patricia’s live gigs. Check out the band at www.allforpatricia.com
FLYING IPIS
The last synonym the local vernacular will honor for a detested household pest is an all-female band with a formidable line up of punk rock music backed with an extreme no-nonsense attitude. Apparently, Flying Ipis – the band – is all that and more. Composed of four high school buddies from a Catholic school, Flying Ipis renders vocal ferociousness to their signature singles like “Past is past, B**ch”, “This Song is About You”, “Sssikreto” – songs that are contagious in their rhythm and brutal honesty. The band’s playlist is available at www.myspace.com/flyingipis.
MITHI
When seven musically-inclined individuals form a band, the diverse combination of backgrounds and influences results to a culmination of genres – a variety of pop, rock, classical, and the alternative. This provides Mithi, the Filipino derivation of “aim or goal”, its distinct, easy-to-listen pop-alternative sound. The band’s list of singles – including “In Time”, “Sana”, and “Calypso” – provokes a positive outlook despite the tragedies of the common life, a message which the band aspires to reach its audience with their passion for music. For more of Mithi, check outwww.facebook.com/makamithi
DECEMBER AVENUE
Reminiscent of OPM in the day of cassette tapes, back when lyrics had personal poetic intent and when melody was more than being catchy but was a complement in order to make the song whole – December Avenue gives a musical renaissance of what good music sound like and what it used to be.
With singles like “Eroplanong Papel”, “Sleep Tonight”, and “Confessions”, December Avenue gives a delightful cacophony of authentic modern day pop-rock OPM that is distinct and genuine. Limited copies of their EP, “Candles”, are available at Sonic Shape & Music Co., Eastwood.
JOHN SOSMENA
Coupled with a voice that would make boyfriends wish their girlfriends were deaf and poetics that make them wish they were illiterate, John Sosmeña is a gifted budding young singer and songwriter with singles that yet remain unheard. Poetically resonant words embedded into every chorus and refrain, this starting composer already shows that his capabilities are beyond potential, already promising improvement with every new note.
"This Is Love”, “Believe”, and “Alaska” being only some of his latest compositions, are all available for preview on his Sound Cloud (http://soundcloud.com/john-sosmena), his cool, sultry tones are sure to have anyone believe in true passion and dare to dream, wait, and love again.
JENSEN GOMEZ
In a world wherein most art tells you not to care, to push bad feelings away, Jensen Gomez’s music, in welcome contrast, invites you to be vulnerable again. Gomez embraces that vulnerability and, though his music, awakens emotions long forgotten. His songs are filled with lyrics that make you feel what it’s like to get hurt and understand that it only hurts when it matters.
With songs such as “3:40”, “Hooking Up Daisies”, and “Umpisa”, Jensen Gomez makes it alright to feel again, to be alive, and to hope that there are still some people who have faith in humans with humanity. Details on his album, “Understatements”, can be found at www.jensengomez.com
JOHNOY DANAO
One man, one guitar, and a lot of heart is all you really need to make great music, as Johnoy Danao can testify to.
Whether it’s staying in bed on a rainy Saturday morning (the track, “Ulan”) , giving in to the whimsical fancies of the heart (“Pagbigyan), or even standing up to the social concerns of our country (“One Day), Danao’s laid-back melodies, paired with the smoothest voice this side of Asia, has it covered. You can learn more about Johnoy at his website,http://www.johnoydanao.com/
THE OUT OF BODY SPECIAL
The OBS/Brand new flavor/Doing you a favor/Stereotype breaker, front man Carlo Magno belts out. A unique blend of jazz, hip-hop, soul, rock, and funk, the OBS does exactly that – break stereotypes.
The octet’s music are both electrifying and heart-wrenching, and their debut album, “Is Love”, tackles subjects, from the tantalizing initial stages of attraction (the track, “Got Me”), to the visceral post-love phase of nostalgia (“Kumakailan Lang”), and everything in-between. So for anyone looking to get Out of Body, their music can be found athttp://www.facebook.com/outofbodyspecial/
TECHY ROMANTICS
The electronic-dance trio, Techy Romantics, stands among the country’s best in the growing genre. Heavy bass beats and mellow melodies, cascaded with a myriad of synth effects, all laced together with the female vocalist’s entrancing voice come to create music that is not only catchy, but also sensual and deeply intimate. Their 2009 effort, “Touch”, which features stand-out tracks “Out of My Mind,” and “Dance Like Lightning,” will undoubtedly have you moving your feet to their irresistible beats. Their music can be found at http://techyromantics.com/
REESE AND VICA
In a world where there are a multitude of musical acts creating music, it’s very hard to find a sound to call your own, yet that is exactly what the young female duo of Reese and Vica have done. Featuring hauntingly beautiful vocals and dreamy riffs, their brand of folk music is one that will easily stand out in the OPM Scene. Learn more about them and their EP, “Crossing Neverland,” at http://www.facebook.com/ReeseVica
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