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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Wednesday, August 20, 2008

e-trade tv spot - an easy way to explain easy

sometimes, explaining "easy" is not easy and actually very hard to do. admen know this and is almost a daily struggle.

"easy" is a most natural brand positioning for many companies, especially those that do business through the internet. businesses in the internet aim to take business from brick and mortar businesses. and we all knowthe difficult challenge we face in the space we need to navigate from home to store and those pesky humans we have to deal with when we buy in stores can make things very difficult for us. that is essentially the positioning of e-trade - easy.

we have also very often heard of the term "back to basics", it's like a going back to where you came from.

this e-trade tv spot combines both - showing us how easy it is to demonstrate and communicate "easy" and doing it in a very back to basics way - where we all came from, from being babies. i don't think there is a more basic and easy way.

while i was marveling at this ad, i kept looking at the mouth of the baby and kept wondering - how in the world did they do that? the lips were practically mouthing the words. not that i read lips, but it did look very much that way. and then that punctuation they did at the end that came from the mouth of the baby - how did they do that? it was on cue!

come to think of it, it's not easy making this ad about easy.

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