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, July 15, 2008

nike's manny pacquiao tv spot

it feels like manny pacquiao has at least a dozen tv commercials on air for different brands. but of all the pacquiao tv ads, this nike tv spot is the best and the one that has the most class of the bunch.

everything works very well - the consumer insight is deep and hits home, the visuals and production values are excellent, copy is very sparse and the choice of the song and lyrics is brilliant.

this is a country hungry for heroes for the longest time and pacquiao serves that role very well with a string of not only successes but brilliance in his sport. it also helps that he looks and speaks like most of us - simple words, some english, with a strong accent from our hometown and he makes a lot of sense. he is not at all pretentious and it seems he does not yet know of his greatness. or if he did, he keeps forgetting about it.

he doesn't know it yet or perhaps he does not care, but pacquiao is a class act. and that is why this nike commercial is the best of all pacquiao tv ads.

it's very respectful of manny's stature as a hero to the people. it does not put manny in awkward, silly and forced story lines and does not make manny say those silly copy lines. the nike ad simply puts the hero in exactly the place and situation he excels in and why we love him as our hero.

the choice of that line from the country's national anthem "...ang mamatay nang dahil sa yo" tugs at every one's hearts and very eloquently speaks of what our hero seem to go through in every fight and most importantly the suffering many people have to endure in the country. it connects with us very well. and that is exactly what a brilliant consumer insight is.

it's great to know that nike made a classy commercial for a classy hero. and a great reminder to all of us that filipinos are also a class act. kudos to nike!

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