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
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