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

World Clocks

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Monday, October 20, 2008

jollibee - start of the return of the happy face on jollibee?

jollibee released a full page, full color print ad today at the PDI (Philippine Daily Inquirer) for the launch of their Jollibee Hug & Share Doll promo and i was pleasantly surprised and happy!
i saw a happy face on jollibee!

(read about "who put a sad face on jollibee" here in WAWAM! :

new Jollibee Hug & Share Doll with a happy face

we wrote in WAWAM! that jollibee's face in their mascots looked sad. the face of the mascot is not an exact copy of the face of jollibee in their flat logo and the jollibee statue (is that what you call that?). what made the face of the jollibee mascot sad were two things - first, the eyes did not have sparkles on them and were just a flat black, looking "blind" with no white spaces around the eyes. and the second, the smile on the jollibee mascot was not full, it wasn't wide enough and did not show the red tongue.

although this is just a doll premium item and not a mascot, it is still a great step forward towards doing the right thing. the Jollibee Hug & Share Doll is very close to the flat logo, almost an exact copy.

it is our opinion that it is a mortal sin to have two versions of the face of jollibee since it is also the company logo. and these inconsistencies we feel go much more beyond shape and graphics but affects the brand personality of jollibee as well.

here is some interesting trivia. this was my answer to one of the questions on the comments section of the jollibee discussion in this blog:

apparently a top jollibee executive has noticed that there was something wrong with the face of the mascot but he could not indentify what was wrong with it. this was discussed in one of the executive committee meetings some months ago. since no answer was found to the gut feel of the top executive, the topic was dropped.

for some reason, the contents of the posts in WAWAM! was brought to the attention of the top executive. and it was only then did he know the specific reasons behind his gut feel that something was wrong with the face of the jollibee mascot. we were also told that at the time the topic was posted in this blog, the jollibee marketing team were reading this blog.
i am almost certain that when the jollibee brand management team presented the compre artwork of this Jollibee Hug & Share Doll, they made a point of it being an exect copy of the flat logo and now, this jollibee has a happy face.

close up of Jollibee Mascot with a sad face

the flat logo of jollibee, a happy face

1 comment:

  1. how can jollibee miss something so obvious and important? one of the very first things you look for when you do designs like the mascot is consistency of looks.


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