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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Sunday, September 28, 2008

Couples For Christ anti-RH 5043 bill ad : half truths turn into full failure

this is a half page print ad that appeared on page 2 of the philippine daily inquirer. this RH Bill 5043 is a hotly contested one in congress with the catholic church on one side and progressive lawmakers on the other.

we do not think a plain black & white ad, empty of any visual is enough to attract anyone, much less convince anyone to CFC's position in the RH Bill issue. doing a press release would have been more effective if this was all that they can do as a print ad.

there is an attempt to some creative writing through the use of the idea "kill the bill before the bill kills the filipino family" which is quite good per se, but used in this ad, it became the weakness of the ad.

this ad stepped into the arena of "scare tactics" and "extreme exaggeration". "scare tactics" seem to be the over-all strategy employed by oppositionists to this RH bill. this strategy is applied across all forms of media, press releases, speeches in congress and even in the pulpit. almost forgot to mention that the whole thing is being led by the catholic church.

we will leave the point of the catholic church for the moment and will focus on the CFC, since it is them who released the print ad.

the "kill the bill if you don't want to kill the filipino family" approach does not work as it lacks specifics. the word "kill" and as used in the ad makes it very powerful but consistent with the "scare tactics" approach, it purposely left out a strong reason why or an explanation as to how passage of the bill will kill the family.

we can't even say the absence of the reason why is to leave things to the imagination of the audience. in the first place, ads to be effective do not leave anything to the imagination of the intended target audience. equally important, it's really impossible for the mind to figure out how passage of the bill will kill the filipino family. it's too much of a stretch and these two ideas, even if one uses wild imagination, do not belong to the same page.

i am reminded of the friars of the spanish colonial rule when they first came to the country some centuries ago, their favorite tactic in converting indigenous filipinos was to employ scare tactics, something like - "not converting to catholicism will bring upon you eternal fire and oozing lava to burn you in hell" kind of lines.

the spanish colonial friars may have had some success during that time -- it was the first time that the filipinos met westerners. some of them knew about islam, but most of them were worshipping their ancestors or animals and nature. most of them, specially at the beginning were unable to read, write or speak spanish. in other words, the scare tactics of the spanish friars mostly worked because the filipinos were mostly naive and clueless in many levels, in many ways of the spanish friars.

that, however, is not the case of the intended target audience of the print ad. this ad appeared in the philippine daily inquirer whose readers belong mostly to the AB and C socio-eco class. they are certainly not as naive and clueless as the filipinos were when the spanish friars arrived in the philippines. scare tactics will not work. not only will scare tactics of this sort not work, they will most likely have a negative impact on the target audience.

the target audience will see through this ad. they will probably feel insulted that such scare tactics are being used at them. the ad shows CFC have no respect on the intelligence of the intended target market. insulting the intelligence of the AB and upper C is probably the biggest mistake anyone can make when it comes to this particular target audience.

we have not touched on the part of the title of this post - half truths.

studying and reading the contents of Bill RH 5043 will clearly tell you that opposite to what this ad saying, it is actually for the filipino family. a significantly high percentage of filipino families belong to the poor with meager resources even for day to day survival of the family. this bill seeks to empower the family, women specially to have full control of their bodies when it comes to reproductive health. empowering family members, specially the women is being supportive of the filipino family.

couples for christ employing scare tactics done by the spanish colonial friars popularized centuries ago on naive and clueless pinoy natives and clearly employing half truths in this ad? that's clearly a WAWAM!

oh, and we forgot to mention that this group, couples for christ is a catholic organization which supposedly also follow the ten commandments.


  1. the church should not get involved. let the people decide on their own.


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