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
My students are currently taking their quiz five as of this writing. One more major quiz and a final test and, poof, it's term break once again. Hopefully, all of them will pass ACTPACO (and I say that with deepest sincerity).
But passing the subject is only the book cover - how you passed the subject is the main content. Did you ace the subject because you burned the midnight oil or because you shined your black shoes?
Ad Title: EXAM CHEAT NOTES
Ad Agency: Jupiter Drawing Room
Client: Nugget Shoe Polish
Hopefully, my dear student you spent all night crunching on numbers and digesting theories than shining those handy leather shoes.
Two more quizzes to the final grade. Burn the midnight oil, burn!
Sawadee-krap. Khun yuu thin-nai? Phom yuu Taft Awenue. Khun a-yu tao rai? Phom a-yu yi-sep hah krap. Khun kin klao thin-nai? Phom kin klao thii dowm. Laew khun la? Mai pen rai. Khop Khun cing cing krap.
Hello. Where do you live? I live at Taft Avenue. How old are you? I am 25 years old. Where will you eat? I will eat at my dorm. How about you? Same as you. Thank you very very much.
Yesterday, I was overwhelmed with the many phrases our Thai instructor taught us as we started our Thai Introductory Certificate Course. I already knew the basics - greetings, numbers - but it is definitely a different case when you're speaking with an actual Thai, with her mastery in the language at hand.
Evidently, I have to self-study so that my learning curve in the Thai language will improve. I will likewise search for a Thai stranger whom I can practice speaking the language with. Hopefully, by the end of ten Saturday sessions, I can achieve my two main goals: (1) to have sufficient Thai to converse with the locals in Thailand once I get there - this will provide me with a deeper insight into the Thai culture, and (2) to finally watch Thai movies and commercials without aid of the subtitles.
Next week, our Thai instructor will orient us with the Thai script - a combination of unfamiliar curves and symbols. I expect to be overwhelmed again.
I wish I can develop an efficient technique to familiarize myself with the Thai alphabet, similar to what DDB Mudra Group created for Incredible India, the Asian country's tourism arm. I will dub it as my "Thailish Project", an obvious derivation of the featured work below.
Ad Title: TREE
Ad Agency: Ogilvy and Mather Bangkok
Client: World Wildlife Fund
I'm currently finishing my read on adobomagazine's green issue. Of the featured environment-related advertisement, the work above by Ogilvy and Mather Bangkok for World Wildlife Fund struck me the most. With minimal copy, the art direction-led print ad provides such honesty, silent yet daunting. It presents the deepest of ironies - men resting under the shade of the surviving tree after cutting down a mass of the forest.
The snoring sound is definitely not a word to describe the nightlife here in the Philippines.
Furthering extending the famous "More Fun in the Philippines" slogan, "Sleepless Nights" proves that the Philippine wonders exists past the setting of the Orient Sun. From gastronomic adventures to midnight parties, from evening sights to late-night jeepney rides, from the energy of the sunset to the meet-up with the glorious sun - these and the many unlisted activities just enumerates that fun is a 24-hour phenomenon here in the Philippines.
Sleepness nights. More fun in the Philippines.
Ad Title: SLEEPNESS NIGHTS
Ad Agency: BBDO Guerrero \ Proximity Philippines
Client: Department of Tourism
Now, You wouldn't have to wait for eight million people to click on your video before you can achieve your fifteen minutes of cyber-fame.
Introducing Buyral, a pioneer in helping brands (yes, you are a brand too!) reach their target views while engaging the community in becoming more productive with their index fingers. Check out their infomercial below!
Ad Title: PROFESSIONAL CLICKING
Ad Agency: St. John's Canada
Client(?): Buyral
Now, that golden ticket to cyber fame is but a simple calculated clicks away. Visit Buyral's official website now!
Note: Buyral is a mock-up company created by Canadian ad agency St. John's to illustrate a rather comedic twist to the secrets behind a successful viral campaign.
Take part in the epic finale as ENGLICOM presents a two-day special screening of Twilight: Breaking Dawn (Part Two) on November 15 and 16 at Greenbelt 3.
For tickets, visit the ENGLICOM station located at Miguel Booth Number Six or contact Krislynn at (0917)5377323 or (0923) 5171664. Ticket prices at Php 300 and Php 280 for groups of five.
As a marketing communications student, I am a fan (and hoarder) of marketing-related case studies - Youtube is a virtual library for these resources. It provides a detailed outline of the marketing campaign presented - from the product truth, consumer insight, to the great and BIG idea, from the current market situation to the post-campaign results. These case studies provide valuable inputs to the ever-changing marketing environment.
So when I stumbled upon this parody, created by Canadian ad agency St. John, I could not help but laugh and realize that a case study could be made out of a simple everyday event - say, a birthday celebration for Chelsea who loves pink and ponies. Its antics is complete with market research, execution, and the creative exclamation point - similar to the conventional case story-telling!
Cool stuff. Just made my Sunday.
Case Study: PINK PONIES
Ad Agency: St. John Canada
Client(?): Chelsea Bedano
In this spot produced by Collective Ego for Land Rover Philippines and in cooperation with the local Deparment of Tourism , the Ranger Rover Evoque maneuvers its way through Ilocos Norte's famous Paoay sand dunes, plays tough with the Bangui Wind Mills, and encounters adventure as it trailblazes the panoramic Patapat Bridge.
Showing off your new wheels? Guess where Land Rover is more fun driving at? Siyempre, more fun in the Philippines.
Ad Title: THE CHASE
Producer: Collective Ego
Client: Land Rover Philippines / Department of Tourism
The great Emily Abrera is a staple in my reading on the local advertising landscape. Tomorrow, it will be an honor to finally hear a talk from the advertising legend - a breathing kind, at that - as the McCann Erickson's President Emeritus will discuss the value of art and creativity in our everyday lives in her two-hour talk entitled BREATHE ART: CREATIVITY DIALOGUES.
A dream come true will finally be given life tomorrow. Breathe in. Breathe out. See you there, breathing, aspiring creatives.
The Fifth Business Management Students' Convention is here. We are now holding our TECHXPO at the Yuchengco Lobby starting November 5 until November 8. Don't forget to drop by our registration booth located also within the TECHXPO so that you may get your passports and for you to have a better experience of our 5th BMSC Main Event on November 9 from 9am to 3pm. Featuring esteemed speakers from renowned companies who will be talking about Technopreneurship and the various phases of a Business's life. Also, a lot of things will be given away so don't miss out on your chance. This is the Fifth BMSC. For inquiries, follow the event's official twitter account or like them on Facebook.
What better way to spend the Christmas than be to Filipino. The recent campaign by McCann Erickson for Coca-Cola entitled "Coca-Cola Christmas Carol" portrays the endearing, enduring, and ever-present positive outlook of the Filipino spirit - a trait that ties in with the leading beverage brand's branding of happiness.
In the 90-second ad, several scenarios prove that a Filipino had and will always look at the brighter side of the seemingly hopeless - from the exchange of peace when the darker world turns rather chaotic to the majority's love for a decent family gathering over a minute neighborhood brawl; from the testimonials of lasting relationship as compared to complicated, broken ones to the courageous output of the Filipino bayanihan vis-a-vis the wrath of the visiting typhoon.
Ad Title: COCA-COLA CHRISTMAS CAROL
Ad Agency: McCann Erickson Philippines
Client: Coca-Cola
Isn't it just a blessing that we are Filipinos? That we, despite the everyday challenges we have to overcome, are gifted with the never-ending supply of happiness? To quote the commercial, "hindi mauubos ang magbibigay ng saya. Sa kabila ng lahat, mas marami tayong dahilan para magpasalamat."
MALIGAYANG PASKO! Isang maagang pagbati mula sa 30secondTHOUGHTS.
To our American friends, remember the future of your future generation - the next generation of Uncle Sam and Lady Liberty depends on you! So, choose wisely between the elephant and the donkey. And may America and the rest of the world be blessed by your patriotic decision.
Copy reads "May the driest candidate win."
Ad Agency: Ogilvy and Mather (Chicago, USA)
Client: Huggies
Copy reads "Have more inside."
Ad Title: HEAD
Ad Agency: Perfil 252 Brazil
Client: Academia de Ideias
I just love it when the copy gets the kills.
At first, you just notice a barren space - a beach set in sepia tone, an eerie dessert, a cold land of snow. Then, you notice a mass of hair at the top of the print - you get a perspective that you are inside a tropical hut placed within the setting. So you think the ad is brought to you by a travel agency - knowing that a hut is a synonymous with vacation. But wait, the copy tells a different story.
HAVE MORE INSIDE.
Alas, such wit. The mass on top is actually your hair, the once dangling to hide your forehead. And the empty space - the beach, the dessert, the snow - is actually well, quite frankly, your empty brain.
You get it know. Visual representation of what you have inside.
Well, if you still don't get it, better head to Academia de Ideias to find that oasis inside your barren head, er, dessert.
We carve ourselves with our individuality and peel out the unnecessary cowardice that hinders self-expression. That in every haircut, we strive to maintain who we are and what they cannot be - a society of the fearless, a brotherhood of the brave.
In that, be grateful that Three & Co. celebrates our unique life perspective with the rightful print ad for Japanese hair salon Complice.
And as the apple grows sweeter, may we always have the cut that unites everyone of us within our sacred community.
Salud!
Ad Agency: Three & Co. Japan
Client: Complice Hair Salon
Before we formally end the spookiness that is Halloween, here's another print ad from TBWA\Chiat\Day for Snickers.
It takes a little while to get the spell. But the copy provides a rewarding hint - then you get entire meaning.
Another Aha moment.
Copy reads "It's what you would want."
Ad Title: "MR.SMITH", "MR. CARAMONE", "MRS. SMITHERS"
Ad Agency: TBWA\Chita\Day USA
Client: Snickers
Imitation, indeed, is the sincerest form of trick-or-treat flattery.
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