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, June 8, 2008

juday "system loss" tv spot produced by first philippine holdings company

the judy ann santos commercial explaining "system loss" was produced and paid for by first philippine holdings corporation, with the lopezes as majority owners and a major stockholder in meralco.

Lopez firm defends system loss commercial
The sponsor of the controversial system loss commercial explaining the principle of system loss which starred local actress Judy Ann Santos, defended the commercial saying that it only wants to simplify a very technical term.

Early this week, a number of critics bashed the commercial, in which Ms. Santos explained system loss by comparing it to a bag of melting ice, saying that it misleads people.
In a statement, Lopez-owned First Philippine Holdings Corp. (FPHC) clarified that it - not the Manila Electric Co. (Meralco) — had paid for the advertisement.
"As a major shareholder of Meralco, we are very concerned with the inaccurate information being circulated in the media. Certain groups are using technical concepts and complicated issues to manipulate public opinion, discredit Meralco or the Lopez Group." FPHC’s statement said.
FPHC further said that the commercial only sought to explain the salient points of system loss. Legal provisions and regulations are often hard to understand but they have to be relied upon in this instance. FPHC also said that it only meant to make things simpler for the people by using the "electricity-melting ice" analogy.
"There is no intent to deceive or confuse but simply an effort to clarify, within the constraints of the broadcast medium."
Further, it stressed that Ms. Santos was not misled into doing the advertisement.
"In our desire to bring accurate information to Meralco’s four million customers, we asked Ms. Santos to assist us in our information drive. Ms. Santos believed in the message we wanted to communicate, she was not forced or misled to do the advertisement," FPHC noted.
This as Manila Rep. Bienvenido M. Abante, Jr. (6th district) said he will look at the possibility that Ms. Santos violated the Consumers Protection Act when she appeared in the controversial advertisement.

He further said that local celebrities should choose their endorsements wisely especially if they concern the public’s welfare.
Yesterday, Executive Secretary Eduardo R. Ermita said that the palace did not mind Meralco’s decision to use Ms. Santos to explain the systems losses it charges to its consumers and was not surprised by Meralco’s move to rebuild its image with its consumers.
"That is an effort to justify their position. However, the viewers will still decide to believe [them or not]." — Ava Kashima K. Austria

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