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

globe handyphone and the 3G i phone : part 2

wonder what globe handyphone will do when they launch the iphone? and more importantly, how does globe see the iphone?

in some ways, it's good that globe did not join the global launch of the iphone last july 11. the launch suffered a glitch on the internet side of the launch. so it saved globe some headache. launching the ipod on a latter date makes sure globe's own launch will go on without a hitch. but what they have lost in not joining the global launch is the goodwill and the excitement. they could have ridden the momentum.

will globe look at the iphone as the fulcrum to take them to leadership as many other foreign carriers have or will globe look at the iphone as just one more cell phone in their list of many cellphones?

globe has been unable to get leadership from smart. not that we have seen globe try hard enough, but i'm sure it's every brand's dream to be market leader. the prize for being the market leader in the philippine mobile market can be a very rewarding one. globe has shown aggressiveness in recent months, but i don't think they have done anything powerful enough to tip the scale to their favor.

and as far as WAWAM! is concerned, we think the 3G iphone has what it takes to make globe take leadership away from smart.

but does globe have what it takes to make it happen? i see the iphone as an excellent gift to the marketing plans of globe. there are many superiority points that they could actually use. and the good thing about it is that smart cannot match it. as of now, there is no other cellphone in the market that can match the iphone's reputation and technology.

does globe have the attitude and culture to use the iphone as it's lead weapon to leadership? we have seen the kind of aggressiveness smart can deliver, but not on globe. globe seem to belong to a corporate culture that is too slow and too cautious. they are not used to skirmishes.

WAWAM! says the iphone is one of those once in a lifetime marketing gift to take globe to leadership. let's see if globe is up to it.

more on this in WAWAM!.....

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