today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post :; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

World Clocks

new comments from WAWAM! readers

click to view comment in full. also, give us your own comment on any of the posts.

please note that comments are being posted here on a delayed basis, unfortunately, by a few hours from time of posting, so it seems. that is due to two things : (a) all comments are being moderated and (b) this program shows the comments on a delayed basis, not real time.

if you want to read the latest comments, go to the post itself and click "comments".

Sunday, April 27, 2008

anti-safeguard soap revealed - johnson's Pure Essentials but disappoints!

last week, talked about a new product launch that was obviously anti-safeguard. this brand released teaser print ads in the Philippine Star that was very hard-hitting and highly competitive. because of the tone and content of the print ads, i thought it was going to be a start of the soap war in philippine advertising.

see the posts here :

today they published the intro ad in the same newspaper - it's JOHNSON'S PURE ESSENTIALS. and what a disappointment their intro ad is. view it here (double click the image to get a larger view):

this ad wimped out from what they had in the teaser ads. it's still on the non-drying strategy but it did not contain the aggressive anti-safeguard stance and content of the teaser ads. thy missed out on what could be a breakthrough idea in bringing down the dominant market leader safeguard.

it's very possible that safeguard did go to the adboard against the teaser ads and that can explain why we see a watered down intor ad. if CDO (cease and desist order) was issued against j&j, then they should have re-written that ad to contain the same strategy and copy points in words that meet the adboard guidelines.

it's still too early though. maybe pure essentials have other brandsell/intro advertising in the can and are just waiting to be released. maybe they have something better in tv. it's worth a wait.

it's very close to it, but this intro print ad is not a WAWAM!, it's just a WIMP ad.

No comments:

Post a Comment

we encourage everyone to post a comment, their own analysis or views on any of the posts in WAWAM!

we have put all comments to be moderated to make it easy to monitor them and so that WAWAM! can respond to them.

we will not tolerate rudeness or idiocy in this blog. comments that contain personal attacks on any person or posters in this blog will be rejected.

otherwise, we will allow all other comments.