today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post : http://the-wawam-file.blogspot.com/2008/04/cog-honda-tv-spot-another-amazing-ad.html; 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

World Clocks

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Thursday, July 31, 2008

WAWAM! and angelica panganiban at The New York Times blog

WAWAM! and angelica panganiban appears in a blog in The New York Times.

check it out and join the discussion:

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just a note for those not familiar with philippine advertising on these types of ad materials.

these are actually large calendar posters that serve as pin up posters, put up in many men's rooms and places where men congregate. these pin up posters have the same functionality and desirability as that of the playboy and penthouse centerfolds with a plus, a calendar.

these calendars are hot items. they are originally meant to be posted in sari-sari stores (small neighborhood retail stores, much smaller than a 7/11) but never reach the intended destination. they are instead given as "gifts" to special customers (and friends) or if you see a salesman's truck in your neighborhood, something you beg for. they are very much sought after like a collector's item.

ginebra san miguel inc. is the largest gin drink distiller in the philippines with ginebra san miguel gin as the dominant leader. in fact, the philippines is the largest gin market in the world, making ginebra san miguel the best selling gin in the world.

as posted previously, it is some kind of a tradition for ginebra san miguel and all other local hard liquor brands in the country to produce and release these pin up calendars every year. i doubt if it has any brand equity building or volume generating abilities, it's really just one of those things you do every end of the year to waste advertising money.

all the pin up calendars are the same - they feature the latest sex sirens, the acknowledged sexiest actresses of the current year all dressed as little as possible, in the skimpiest of bikinis or just towels or plants to cover their private parts.

these actresses are called "bold stars" (as in boldly reveal as much flesh, in the nude too) but the weird thing is these actresses don't actually appear in movies. there is no movie industry in the philippines to speak of, very few local movies are produced as most of them don't make money. the philippine audience prefer hollywood movies or free tv.

these "actresses" do their bold poses in men's magazines like FHM. Angelica Panganiban has been in the cover of FHM many times over but all of them before this photo shoot when she still had the body that did not need the magic of the photoshop.


read all posts in WAWAM! on angelica panganiban and ginebra here :

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