vitwater did revise the pacquiao ad. they edited out the visual showing manny pacquiao laughing at himself that is has no audio-video lock as the voice over of manny was seriously talking about vitwater, saying vitwater is better than water, a key selling point for the brand.
they also took out two other shots of pacquaio talking to camera, in effect also reducing the number of times he said that dreaded phrase, "you know...." which makes pacquiao look like a joke and a caricature of what is wrong in pinoys talking in english. they replaced these visuals with pacquiao doing some boxing moves. they're lucky they have these shots in the can.
the "you know..." line seem to be a copy point for vitwater as the same line is in their billboard (scroll down, view pic of billboard). it does not make sense why they use it as a copy line when it makes pacquiao look bad.
those are really slight improvements, the same comments we gave are still there (scroll down, read post) and does not change this ad being a WAWAM! and has ADS Sindrome and all the other acronyms we are yet to invent in this blog.
we still can't get over the fact that this celebrity endorser ad made out its celebrity endorser intentionally look bad and a joke. it's directly the exact opposite of what companies want their celebrity to look - their best and most admirable persona. in this ad, they presented pacquiao, a world class champion fighter, admired by the world, a fighter with a place in all of boxing history and the hero of every pinoy as a trying hard fool of a pinoy who has the english speaking skills of a 5 year old just learning to speak in english.
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published: may 16, 2009
the manny pacquiao vitwater tv ad is a 15-second edit down version of the original 30 second tv ad, it's not a revision. comments on the 15-second ad posted here stands.
we think this pacquiao vitwater ad continue to make pacquaio look bad, although in degrees, it is not as bad as the 30 second version. the ad, however, continue to be too plain to the point of being boring. the key weakness of the ad is it is too simplistic and starkly one-dimensional and failed to leverage any of the very rich characteristics and points of admiration of the celebrity they use in this ad. this weakness is much even more obvious in this edit down version.
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
Showing posts with label celebrity endorser ads. Show all posts
Showing posts with label celebrity endorser ads. Show all posts
Thursday, May 7, 2009
Friday, January 23, 2009
Wellmade Inc.'s Speed Babad piolo pascual "musical" tv spot is, well, not well made
we see this tv spot of speed babad (soak) often on tv. they got the media money, but how we wish they took some of it to make a good TVC ad?
this is one more of those no-brains celebrity endorser tv ad where they think all it takes to make a good ad is to simply shove a celebrity's face into the ad and it will generate business for the brand. with so many of these types of celebrity endorser ads in philippine advertising, the conclusion is that the whole industry has lost it's sense of purpose and has forgotten what makes celebrity endorser ads work versus other types of ad formats.
this one has piolo pascual, the country's celebrity matinee idol. yes, that is the first question you ask yourself - what has piolo pascual, a male, got to do with washing clothes. we are not even talking about the washing machine type, we are talking of hand-washing. probably anywhere from 99.0% to 99.99% of clothes washing in this country are done by females.
obviously, this ad has just violated one of the most important principles of celebrity endorser ads by putting a celebrity endorser who do not hold any sort of authority and even experience on the product the ad is selling. the reason they put piolo in that ad has nothing to do with enhancing the brand image or product efficacy, but rather he is in that commercial because he is famous among women. it's using a celebrity endorser for the sake of using one.
this ad fails a second time, please view the ad.
the location of the ad is on a river by the mountains. what???
we see piolo on a raft going to where the women where and throughout the commercial we see mountains and trees on the background. this is not comedy, but the location of the ad made me laugh.
are we to believe piolo travelled miles upon miles on that river on a raft to reach the women? and are women who wash clothes on the river really look like that and dress that way? not only that, they had swimming pool lounge chairs and orange juice with ice up in the river of a mountainous area.
it makes sense that they situate the brand in clothes washing by the river. based on research, a certain percentage of clothes washed in the rural areas are actually done by the river using the water from the river. so from a marketing stand point, that can make sense.
but that legitimate marketing thinking is all thrown out down the river by using piolo pascual and those women looking like that in this commercial. the women all looked liked commercial models or celebrities themselves, something like maybe less than 0.5% of actual women who do hand washing by the river look like.
they also can't expect us to believe that women who look like that, dress like that and most likely belong to the AB socio-eco class actually do hand washing of their clothes (they have washing machines); and that they do it themselves (they have maids to do the machine washing of clothes), and that they do it by the river in the mountains (they rarely go there, to pass through it on their way to their vacation house in baguio)???
this ad has lost all semblance of believability and credibility.
that has been totally lost that i did not want to bother to listen to the copy in the ad. but i had to.
it positions speed babad as the better alternative to hand-washing, to do soaking instead to allow the women to relax and get out of the losyang (frump). they use a common term, "power whitener" as reason why. we are sure that has been used by other detergents in the past, perhaps in the 60s and 70s. (hahaha)
they also use a very common product freight - a magnifying glass showing "dirt" being removed from the microscopic meshes of the cloth. again a device that has been most likely used in the 60s and 70s.
what do we have here? let me count the ways on why we think this is a WAWAM!
this is one more of those no-brains celebrity endorser tv ad where they think all it takes to make a good ad is to simply shove a celebrity's face into the ad and it will generate business for the brand. with so many of these types of celebrity endorser ads in philippine advertising, the conclusion is that the whole industry has lost it's sense of purpose and has forgotten what makes celebrity endorser ads work versus other types of ad formats.
this one has piolo pascual, the country's celebrity matinee idol. yes, that is the first question you ask yourself - what has piolo pascual, a male, got to do with washing clothes. we are not even talking about the washing machine type, we are talking of hand-washing. probably anywhere from 99.0% to 99.99% of clothes washing in this country are done by females.
obviously, this ad has just violated one of the most important principles of celebrity endorser ads by putting a celebrity endorser who do not hold any sort of authority and even experience on the product the ad is selling. the reason they put piolo in that ad has nothing to do with enhancing the brand image or product efficacy, but rather he is in that commercial because he is famous among women. it's using a celebrity endorser for the sake of using one.
this ad fails a second time, please view the ad.
the location of the ad is on a river by the mountains. what???
we see piolo on a raft going to where the women where and throughout the commercial we see mountains and trees on the background. this is not comedy, but the location of the ad made me laugh.
are we to believe piolo travelled miles upon miles on that river on a raft to reach the women? and are women who wash clothes on the river really look like that and dress that way? not only that, they had swimming pool lounge chairs and orange juice with ice up in the river of a mountainous area.
it makes sense that they situate the brand in clothes washing by the river. based on research, a certain percentage of clothes washed in the rural areas are actually done by the river using the water from the river. so from a marketing stand point, that can make sense.
but that legitimate marketing thinking is all thrown out down the river by using piolo pascual and those women looking like that in this commercial. the women all looked liked commercial models or celebrities themselves, something like maybe less than 0.5% of actual women who do hand washing by the river look like.
they also can't expect us to believe that women who look like that, dress like that and most likely belong to the AB socio-eco class actually do hand washing of their clothes (they have washing machines); and that they do it themselves (they have maids to do the machine washing of clothes), and that they do it by the river in the mountains (they rarely go there, to pass through it on their way to their vacation house in baguio)???
this ad has lost all semblance of believability and credibility.
that has been totally lost that i did not want to bother to listen to the copy in the ad. but i had to.
it positions speed babad as the better alternative to hand-washing, to do soaking instead to allow the women to relax and get out of the losyang (frump). they use a common term, "power whitener" as reason why. we are sure that has been used by other detergents in the past, perhaps in the 60s and 70s. (hahaha)
they also use a very common product freight - a magnifying glass showing "dirt" being removed from the microscopic meshes of the cloth. again a device that has been most likely used in the 60s and 70s.
what do we have here? let me count the ways on why we think this is a WAWAM!
- the use of a celebrity endorser who does not contribute to the sale
- the use of women talents who do not at all look like the actual target users, who most unlikely do not hand wash clothes and certainly not do so by the river in the mountains
- the use of a non-original reason why, circa 60s and 70s
- the use of a non-original product demo, circa 60s and 70s
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