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

new comments from WAWAM! readers

click to view comment in full. also, give us your own comment on any of the posts.

please note that comments are being posted here on a delayed basis, unfortunately, by a few hours from time of posting, so it seems. that is due to two things : (a) all comments are being moderated and (b) this program shows the comments on a delayed basis, not real time.

if you want to read the latest comments, go to the post itself and click "comments".

Sunday, June 1, 2008

the surprising change in jollibee's new sad face! part 2

was wondering how come the change in graphic design that resulted to a change in personality in jollibee to sad and listless was very surprising. the jollibee mascot must have looked like that for a long time already, why did it become noticeable now?

and this is the reason - consumers have not been used to seeing the jollibee mascot in so many of their merchandising materials before. in fact we hardly see the jollibee mascot, except if you attend some birthday party held in jollibee. most of the merchandising materials in jollibee restaurants feature their celebrity endorsers, not the mascot. but apparently they have changed that now. now, we see the use of the jollibee mascot more often and in a variety of materials.

and that is what is most bothersome in all of these. the jollibee mascot's face is not an exact copy of the jollibee face flat logo. so what is happening is that jollibee is unintentionally (or intentionally) confusing their target market by putting in two, and in my view very different versions of jollibee. and the one that is most visible to consumers is the sad and listless version, the jollibee mascot. as my 11 year old son said, "That Jollibee (mascot) is not happy in his job."

read all posts on this topic here :


  1. Wow, I never noticed the sad-faced Jollibee. Did you forward this to the Jollibee officials? They should be aware of the inconsistency.

  2. i was told by people who were there that this topic was dicussed in a management commitee meeting.

    apparently the marketing team was unaware of it but someone in upper management felt something was wrong but could not pinpoint the reason until this topic was discussed in this blog.

    read all posts on the topic here:

  3. nonsense... no one is confused... i can tell that its jollibee from the moment i see the logo and the mascot. walang difference. and especially, walang nalilito. sa tingin ko lang. :D tsaka masaya naman ang itsura ni Jabee ha. :D may malungkot bang nakangiti? :D haha

  4. Siguro yung natyempuhan nilang mascot eh pagod na...lalabas at lalabas kasi yung facial expression ng talent sa mukha ng mascot in terms ng galaw nya. Alam ko yun kasi talent din ako. Talent must be aware kung ano ang napoproject nilang image sa mga tao. But there is no confusion I think in terms of the logo and the mascot. Of course sa logo dapat todo smile sya, pero sa mascot napapagalaw naman yung mata at labi making it look alive not like Mickey na para ng aso kasi nakadila all the time and nadilat ang mata making it a MASCOT. Pero si Jollibee hindi namin sya tinuturing na mascot but a creature itself giving fun and smiles to Kids and Kids at heart. JOLLIBEE IS THE BEST IMAGE CREATED FOR A FASTFOOD CHAIN!


we encourage everyone to post a comment, their own analysis or views on any of the posts in WAWAM!

we have put all comments to be moderated to make it easy to monitor them and so that WAWAM! can respond to them.

we will not tolerate rudeness or idiocy in this blog. comments that contain personal attacks on any person or posters in this blog will be rejected.

otherwise, we will allow all other comments.