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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Saturday, May 10, 2008

(philippine ads) - (high concept) - (entertainment) = WAWAM!

i agree the lack of high concepts is killing philippine advertising. many of the ads we see have very weak and too simplistic creative concepts. many of these are not campaigns, but just tv spots. they don't have legs.

the other part that i think is missing is ENTERTAINMENT VALUE. because tv advertising are aired on tv and tv's primary role in our lives is to provide us with entertainment, it begs that ads should also entertain. entertainment does not have to be humor, or the equivalent of comedy shows on TV, but they just have to entertain us - make us want and enjoy watching the tv commercial. tv has a lot of program formats and all of these, they be news, comedy, drama or reality shows need to entertain us in one way or the other. it does not have to be amusing or funny all the time, it just needs to capture our attention and inject some joy in viewing them.

there's very little of entertainment in philippine ads. they are just messages. they could have sent those messages through cell phone text and it would have the same impact at a much lower cost. that's how bad these ads are.

in fact, i think one of the strenghts of the coke angel tv spot is it's very entertaining.

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