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

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Monday, April 21, 2008

coca cola "ang sarap dito" tv30s : basic info

found two blogsites about this coke tv spot from a Gerry Cacanindin who seem to be the creative behind the coke ad. this is his blogsite, Inner Sanctum -->

he also created a blogsite just for the angel tv spot. if you like this ad, you have to go to this blogsite as it has lots of behind the scene pictures, and a lot of good chika on the development of the tv spot. here is the coke angel blogsite -->

based on those blogsites, the angel is Michelle Dantes, a Brazilian model. the devil is played by a German-Vietnamese model Benjamin Tang. the spot was directed by an Australian, Adrian Van de Velde and this was shot in Bangkok, Thailand, including post-production work. final soundtrack re-mixes by Song Zu, Singapore. the song, "Ang Sarap Dito" is by Project 1, a pinoy band. i wonder who was the production designer?

this is the music video of the song "Ang Sarap Dito" by project 1. as the leader for the music video said, this was produced by unitel for coca cola.

i have a question - was this song composed specifically for the coke ad? or was this already a song and coke just got it for the tv spot? anyone know?

got more information: production was done at Great Guns Bangkok which also did the production design and casting. posted a few questions in the cokeangel blog and those were the answers i got.

am putting here this comment from "coke angel fan" that was posted in that coke ad post here. am using some of the things written here later on during the discussion of the ad:

Confirmed. Concept, production all handled by McCann Philippines.

Believe it or not, this is just for the local market. It's not a regional material--yet. Rumor has it this might become a regional material as Coke's Asia-Pacific head found this ad simply spectacular.

Filmed in Bangkok, Thailand. Post production also in Bangkok by Famepost. Hats off to Filipino creativity. I have to admit this is one of the best Coke commercials I've seen. Hits the target (teens) right in the gut and the idea couldn't be owned by any other brand. The story is made believable because of Coke.

Now I wish I could do something like this for Pepsi but this ad is simply a gem and it would be hard to top this :)

Congratulations, McCann Philippines for a job well done.



just wanted to post a quick one to the above.

can this tv spot be an asia regional tv spot? who is the coke asia regional head? probably an american?

my point of view is - i don't think so. i don't think this ad can be an asian regional copy because it's an angel-devil story. we understand the story because this country is made up of mostly catholics (80% of the population). we understand the concept of an "angel", the "devil", heaven and earth. unfortunately, the philippines is the only catholic country in asia.

most of asia is on the eastern religions like budhism, confusianism and of course islam. the concept of an angel and the devil are alien to these religions. how will they understand the angel is in heaven and decides to become human, then meets the devil on earth who has also converted into human form? understandability will be the major barrier.

of course they can translate it in their own culture and religion, but in those countries putting religion into tv ads can cause riots and revolutions! but there is a way to do it - they can look for myths and legends in the particular countries in asia. just don't know if all countries would have something similar to angels and if it has the same kind of image angels have in our minds.i don't even think they will find the angel story cute. i doubt if it will strike a chord among the rest of asia. for the rest of asia, this ad has too many baggages to overcome.


WAWAM! asked a few questions in the cokeangel blog and this were the answers i got. posting them here:

Hi Wawam, thanks for linking and thanks for the interest with this TVC. Though I am uncomfortable with being mentioned in Wawam as it stands for What-A-Waste-of-Advertising-Money, I hope the presence of Honda's "Cog" and other great ads there bode for a good review on your part.

Anyway, regarding your question, Great Guns Bangkok handled all the logistics inlcluding the talent search so the Manila team is not privy on the nitty-gritty stuff but yes, most of those hired for this commercial were foreign talent, from the main talents to the rigging guys.

You might be wondering why this is so. It all boiled down to the deliverables. This was pitched to both local and foreign production houses but Great Guns Bangkok was the only one able to promise delivery on a killer sked with the quality the Manila team aspired for. Besides, local or foreign shoot, the post production had to be done abroad anyway so it was better to do everything there as the schedule was really tight and there was no time to fly back and forth during the crucial post production on which this TVC hinged on.

Now, regarding Project 1 and Ang Sarap Dito, the band has been interviewed dozens of times on TV already and they have stated they made this song out of their own effort as Raimund Marasigan has long been contemplating on getting together members of different bands to do something, a "project" hence, Project 1.The song is a good fit with the TVC and so it was remixxed and used in the commercial.


to be continued.....

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