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

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Sunday, April 27, 2008

safeguard soap - time for change

what pure essentials did is open a pandora's box for safeguard. it has unwittingly launched what potentially can be the achilles heel of safeguard.

unfortunately for pure essentials and fortunately for safeguard, pure essential's ad campaign missed the target with their wimp ad. well, at least based on this intro print ad. we are yet to see the tv ad and other sustaining ad materials.

j&j and its ad agency doesn't really know how to fight a bruising fight, so i don't think this will affect safeguard that much. j&j does not know how to fight battles like these. BUT uni-lever for sure will be watching this. uni-lever will be a much more formidable opponent than j&j for safeguard. and uni-lever has the guts and brain to dip into that open pandora's box.

i saw this whole development in a very good light, even for safeguard. if i was in safeguard's place, i would prepare a whole slew of ad campaigns to defend safeguard. i would prepare at least 3 ad campaigns with varying degrees of defensive and offensive tactics. i'd air one immediately and have the other 2 ready to produce in a moment's notice. in this kind of advertising war, being out there in the market in a moment's notice will be very much key.

i would also immediately do a tracking study to get a quick read of consumer sentiments as they evolve. and part of the research program is to search for better ad ideas for safeguard both looking into new positioning ideas and strengthening the current one.

i will certainly take this development very seriously. as i have said in the earlier post, i think pure essential's approach from a strategy standpoint is a real threat to safeguard, specially if done right. too much is at stake for safeguard not to be in a panic mode now.

i also think it's time for safeguard to look for a new ad campaign. this brand has been on this strategy and execution for decades and now is good time to rethink it.

this is one of latest tv spots of safeguard and as you can see not much has changed from it's previous ad campaign.

i know the saying - "it's hard to argue with success" but i think it's wise to add to that - being ahead of competition guarantees further success. and i will also add this for safeguard - it's best for them to not just look at the usual, but i will expand this way beyond it, to look at what is not the usual.

view safeguard's old tv spot in this post :

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