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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Tuesday, May 6, 2008

who the hell cares about the devil!

look at the "ang sarap dito" billboards - all you see is the angel. also, look at how people refer to the ad, it's the "coke angel" tv commercial. it's obvious, this whole ad campaign is about the angel. so, who the hell cares about the devil?!

well actually, the better question is - why the hell is the devil in that tv spot?

the story is very clear - coke tastes so good, so refreshing that even angels can hear the satisfaction of humans on earth. so loud and clear =that the angel checks out coke and after tasting it herself, it felt so good to her that she decided to be a human to make sure coke is always within her reach. that's how good tasting coke is - that even angels who live in heaven and who need nothing more on earth or in heaven find that she needs the good taste of coke.

that's the whole campaign. and where is the devil in that story?

the devil in the story adds the bad to what's all good. and that's also on a literal sense. the devil in the ad at the end of commercial changes the story to even the bad or the devil also want coke. so it's not just good people who want coke now, it's also the bad.

the directorial treatment of the ad also gives an impression of the devil is about to seduce the angel. what? a sexual tension between the angel and the devil? what the hell is that all about?

this coke ad could have just remained on the good side. there is no problem in providing some touch of humor, or a tongue in cheek story and even a humorous or interesting ending. but is the devil's role the only way to achieve those? surely there are a lot more ways, specially wholesome, nice and sweet ones, to end the commercial and provide a point of interest at the end of the ad.

so again, who the hell cares about the devil?


  1. marunong ka ba ng storytelling?
    obviously hinde.

  2. the story is about the angel wanting to convert to being human because of the good taste of coke, what's the devil got to do with that story?


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