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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Monday, June 9, 2008

judy ann santos meralco system loss tv commercial

news report say the judy ann santos system loss tv spot was filmed a day before she left for europe. that was what i thought, it was a quick produce tv spot, probably done in her home using an HD camera.

the copywriting is fine, the ice melting analogy to explain system loss is great but the production values showed it was a rush job. the lighting was ok but it was not very professional. more importantly, and this i think is key is judy ann santos was not engaging, she did not elicit sympathy. i think the director gave judy ann santos the wrong directions. the director most likely told judy ann to deliver the lines and look that way because it was a "serious" topic. and that's how judy ann delivered her lines - a straightforward delivery.

but that kind of delivery took away the charm of judy ann santos. she is a tv and movie superstar, she caters to millions of her fans and we don't like to see her as a serious actress when we see her in things other than in her mivies. we all know she is not an engineer, nor an academe nor an economist, the ad agency got her for her popularity as a movie and tv superstar. and we like to see judy ann as warm, amiable and engaging. that's how we want to see her.

this directorial treatment was a bad call for the director.

the controversy over the tv ad rages on. i like the print ad released by meralco where it said the issue is not judy ann santos, the issue is "system loss".

that is precisely correct.

they probably felt the need to release that print ad because of the way pro-administration defenders have been coming out lashing on judy ann santos herself. judy ann is just a commercial talent that was paid to do a job. any talent, known or unknown could have appeared in that commercial and it could have communicated the same things it is doing now.

the pro-administration defenders have been lashing out on judy ann santos herself, taking it too personal which is highly unwarranted.

i suppose this over-reaction and personal attacks on the commercial talent is a tribute to the impact and power of the ad.

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