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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Sunday, March 15, 2009

pErsPecTIve : the 21st (2009) Philipine Advertising Congress logo

we know what the word "perspectives" mean and the logo is very good in capturing what it means. however, it looks like the word "readability" was totally forgotten.

it is quite common - creatives fall in love with a creative concept but forgets an ad or in this case an image needs to be readable first. fail on readability for a logo or "understandability" for an ad and most likely everything else fails.

you need to strain your eyes and your brain to get to what the logo is all about. you get afreaid that logo designer forgot a letter or your eyes are failing you as you missed reading a letter. the tendency of the viewer is to first ask the question - are all the letters in there? is it spelled correctly?

the logo earns high marks on concept and on the cognitive part but it does not deliver very well on the creative part. for a logo for the whole ad industry and an ad congress which primarily celebrates creativity, this logo fails. it's a thinking creativity, not a creative creativity.

we find it too stiff, boxed in even while creativity and yes the ad congress itself is all about honoring those who have come up with ads that are thinking out of the box, free of constraints. this one put everything inside boxes, the exact opposite of what creativity means. creativity that is boxed in, 4 boxes to be exact, is not at all creative. did a client design this ad or an account servicing person?

did we take that literally? yes, we did. and so did the logo. ever heard of "boxed-in creativity"? we would rather not as that makes it un-creative.

the above comes frrom my perspective.

go to the ad congress website:


  1. Haha! i agree!i thought its just a abstract design but when they mention that the word perspective is in the boxes.. that is when i noticed it. it is something clever or creative? maybe.. but wrong execution!

  2. the only thing for my opinion that was jeopardized was the readability of the title but i think the whole concept was there. also i think the colours are too strong.


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