this one is one of manny pacquiao's numerous tv ads. it's one of the latest if not the latest. latest means the public and that is about the whole philippine population have been mesmerized with the pacman's latest heroic exploit as a world class boxer. pacquiao's greatness as a boxer has not escaped filipinos, their admiration of him overflowing and unprecedented for any sportsman in the country's history.
airing a cheap tv ad such as this one does not make sense to us at all. the ad has absolutely cheap and amateurish production values. the set looks real cheap, like an amateur set designer did it. the frontage of the bar and the inside obviously look like a set. it is as if it was intentional. the over-all look and quality of the set defies logic - sets not supposed to look like sets. walls are not supposed to look fake. sets are meant to give the sense of reality, that the characters are actually inside a real bar and the walls are real walls, the structures looking like real structures. in this ad no such effort was made.
the lighting of the tv ad did not help either. the lighting instead of hiding or masking the fakeness (yes, that is a new word) of the set was showing it off in all it's glory. the lighting designed seemed to have made an effort to show every detail of the fake and poorly done set. it did not help in building character for the set and the characters in the tv ad, it made a very strong effort to show its flaws.
and that is just on the set and lighting.
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
Showing posts with label manny pacquiao. Show all posts
Showing posts with label manny pacquiao. Show all posts
Monday, February 21, 2011
Thursday, May 7, 2009
vitwater revised pacquiao tv ad
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.
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.
----
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.
Monday, May 4, 2009
the offensive nike ad of pacquiao in prayer/Christ crucifixion and the real pacquiao in prayer visual
in early december of last year, for the pacquiao-de la hoya fight, we talked about the nike ad that we found offensive to the catholic faith (read here: http://tinyurl.com/c6mnpn).
the key point we raised was that the nike ad simulated pacquiao on the cross with his arms raised while kneeling in front of the corner of the boxing ring. the post was much larger than the real thing that made it look like a cross.
one of the things we said that made the reference to the crucifixion of Christ was that the arms were raised to the ropes and that is not the natural position for prayer. the fact that this ad showed manny raising his arms makes it an obvious depiction of the the crucifixion of Christ.
this is the ad:
in yesterday's pacquioa-hatton fight, we were able to finally get a picture of pacquiao in prayer at his corner which very clearly proves our point.
the key point we raised was that the nike ad simulated pacquiao on the cross with his arms raised while kneeling in front of the corner of the boxing ring. the post was much larger than the real thing that made it look like a cross.
one of the things we said that made the reference to the crucifixion of Christ was that the arms were raised to the ropes and that is not the natural position for prayer. the fact that this ad showed manny raising his arms makes it an obvious depiction of the the crucifixion of Christ.
this is the ad:
in yesterday's pacquioa-hatton fight, we were able to finally get a picture of pacquiao in prayer at his corner which very clearly proves our point.
Sunday, May 3, 2009
did vitwater revise their manny pacquiao tv ad?
someone sent me a text saying the manny pacquiao vitwater tv ad has been revised - they edited out the manny laughing at himself shot and reduced the "you know...." copy line mentions to just two from the previous 4 mentions. the revised ads were shown during the pacquaio-hatton fight.
i watched the fight but i tuned off and did not watch it everytime the vitwater tv ad was shown and that's the reason why i didn't know if they did or did not revise the ad. i just could not stand to watch that ad on tv.
anyone else notice anything new in that ad?
and we are now wondering - did RFM, makers of vitwater and/or Aspac/Law, vitwater's ad agency read this blog?
i watched the fight but i tuned off and did not watch it everytime the vitwater tv ad was shown and that's the reason why i didn't know if they did or did not revise the ad. i just could not stand to watch that ad on tv.
anyone else notice anything new in that ad?
and we are now wondering - did RFM, makers of vitwater and/or Aspac/Law, vitwater's ad agency read this blog?
Friday, May 1, 2009
you know, manny pacquiao is a loser!
i don't get this tv ad of manny pacquiao. i just didn't shake my head when i first saw this ad, i shook it many times and every time i see the ad on tv. i also end up talking to myself, why the hell did they make this ad this way. and at the end of the 30s ad, i get my cellphone out and my ipod touch and key in a to-do note for myself : "DO NOT BUY VITWATER!". i don't use caps even in my cellphone, i use caps on this one. ooops, i had entered that already the last time i saw the ad. geez, i must have tried to key that in to my gadgets a hundred times already, the same number of times i had seen this ad.
yes! this ad is being aired at very heavy weight! the pacquiao - hutton fight is a few days from now, they are making the most of torturing me! this vitwater ad is one more strong reason why i don't watch local shows on tv!
i usually say this at the end of the discussion. but for this one i like to say it on the 3rd paragraph - this manny pacquiao ad of vitwater is a WAWAM! and has ADS Sindrome! and all other acronyms i am yet to invent in this blog!
whew! we will take this slow now...
water with vitamins which is what vitwater is a product for the AB upper C target market. the mass market, broad C and the DE will not bother with this product. the price will keep the mass market away from this product. to expect the mass market even as an intentional occasional user is water under the bridge of marketing possibilities.
the AB and upper C target market know pacquaio, most likely 100% of them. some of them even pay P600.00 for pay per view venues, have cable in their homes and most watches his fights. there is no question that pacquiao has an appeal to the target market.
it is also VERY safe to assume the AB upper C target market is an english speaking target market. here's the part i don't get and the major reason i want to get my cellphone and touch to key in "DO NOT BUY VITWATER" all over again - why in the world did they make pacquiao speak in english?!!!
what the f_ck is that?
pacquiao is obviously not a an english language speaker. let me say it first, i don't take that against him, i take it against vitwater for making pacquaio speak in english! the accent drives me crazy. this ad does not make pacquiao endearing to its target market. it makes pacquiao a joke, a caricature to make fun of. in this ad, vitwater rapes pacquiao of his hero status among filipinos.
what gets me here is that vitwater and the ad agency knew what they were making pacquiao do and what they were turning him in to. everybody knows pacquiao sounds funny when he talks in english. he sounds a little funny when he talks in filipino as he has a mindanao accent but that is not a turn off. in fact his mindanao accent makes it endearing. he is a man from mindanao from humble beginnings doing well for himself and his country, having this mindanao accent to his pilipino is a good thing. but having an accent when he speaks in english in a tv ad makes him a joke. all of that vitwater and the ad agency must have known.
the AB upper C target market do understand pilipino well. there is no reason for vitwater not to make him speak in pilipino. it could have been as understandable as english but with the added benefit of making manny look real and yes endearing.
the copy or script of this ad to me is a mystery. who wrote the script? the copy is so sparse, lacks a sale and sounds very amateurish. how could an ad agency write copy like this and how can they have presented copy like that to the client?
the other half of the mystery - was this a scriptless tv ad? like they just asked manny to say whatever he wanted and they just rolled the camera? manny is a champion fighter, not a copywriter, surely they cannot expect manny to come up with gems in copy?
the copy is just too one-dimensional and too shallow. this vitamins in water product is pioneering. it's a new product concept that has a lot of potential for a compelling story that can be matched with a hero who also has a multi-dimensional persona around him. a new product and pioneering product concept plus pacquiao could have been a match made in heaven, but vitwater did not cease the day. the ad does not at all feel like its introducing a pioneering product.
and we have not yet mentioned the fact that it is really bad english. the english used in this ad, and we assume this was written by the ad agency is english of a 5 year old who is just learning to speak it - stocatto, few words, few thoughts, few vocabulary and bad construction.
there are many other things that went wrong in this ad. but the biggest among the small things is a directorial and editorial snafu. at frame 0:06 as pacquaio on voice over was saying "...but for me, there is something better, you know", the commercial cuts to pacquiao looking at someone off camera then goes into a laugh. the scene before and after the pacquiao on a laugh scene showed pacquiao in a serious mood, not to mention the background music had the same serious atmosphere and tone.
in audio, manny was delivering a key selling point for the product - vitwater is better than just water, a serious thing and yet the visual showed manny laughing like he was laughing at the line, losing all credibility and believability.
that is just the tip of the failure of this ad. the biggest error of this ad is the use of english for manny's speaking lines and the one-dimensional, shallow and zero sale in the copy. the bigger error is that this ad has completely mis-read its target market, the AB upper C. we love manny, but we learned to hate vitwater. (note to self: key in entry into cellphone and touch "DO NOT BUY VITWATER").
i feel bad for pacquiao. i don't think any of this is pacquiao's fault. the ad agency and vitwater made pacquiao, our hero, look really bad.
okay, okay, before we end - i know that you know and that you want to know what i know. i know you have been waiting for me to mention it --- manny said "you know..." a total of 4 times in the 30 second ad. that means there were 4 irritants in that ad, you know?
this is a WAWAM!, has ADS Sindrome and all the other acronyms i am yet to think of in the future.
view the vitwater tv spot here: http://tinyurl.com/c7tzcp or scroll down.
yes! this ad is being aired at very heavy weight! the pacquiao - hutton fight is a few days from now, they are making the most of torturing me! this vitwater ad is one more strong reason why i don't watch local shows on tv!
i usually say this at the end of the discussion. but for this one i like to say it on the 3rd paragraph - this manny pacquiao ad of vitwater is a WAWAM! and has ADS Sindrome! and all other acronyms i am yet to invent in this blog!
whew! we will take this slow now...
water with vitamins which is what vitwater is a product for the AB upper C target market. the mass market, broad C and the DE will not bother with this product. the price will keep the mass market away from this product. to expect the mass market even as an intentional occasional user is water under the bridge of marketing possibilities.
the AB and upper C target market know pacquaio, most likely 100% of them. some of them even pay P600.00 for pay per view venues, have cable in their homes and most watches his fights. there is no question that pacquiao has an appeal to the target market.
it is also VERY safe to assume the AB upper C target market is an english speaking target market. here's the part i don't get and the major reason i want to get my cellphone and touch to key in "DO NOT BUY VITWATER" all over again - why in the world did they make pacquiao speak in english?!!!
what the f_ck is that?
pacquiao is obviously not a an english language speaker. let me say it first, i don't take that against him, i take it against vitwater for making pacquaio speak in english! the accent drives me crazy. this ad does not make pacquiao endearing to its target market. it makes pacquiao a joke, a caricature to make fun of. in this ad, vitwater rapes pacquiao of his hero status among filipinos.
what gets me here is that vitwater and the ad agency knew what they were making pacquiao do and what they were turning him in to. everybody knows pacquiao sounds funny when he talks in english. he sounds a little funny when he talks in filipino as he has a mindanao accent but that is not a turn off. in fact his mindanao accent makes it endearing. he is a man from mindanao from humble beginnings doing well for himself and his country, having this mindanao accent to his pilipino is a good thing. but having an accent when he speaks in english in a tv ad makes him a joke. all of that vitwater and the ad agency must have known.
the AB upper C target market do understand pilipino well. there is no reason for vitwater not to make him speak in pilipino. it could have been as understandable as english but with the added benefit of making manny look real and yes endearing.
the copy or script of this ad to me is a mystery. who wrote the script? the copy is so sparse, lacks a sale and sounds very amateurish. how could an ad agency write copy like this and how can they have presented copy like that to the client?
the other half of the mystery - was this a scriptless tv ad? like they just asked manny to say whatever he wanted and they just rolled the camera? manny is a champion fighter, not a copywriter, surely they cannot expect manny to come up with gems in copy?
the copy is just too one-dimensional and too shallow. this vitamins in water product is pioneering. it's a new product concept that has a lot of potential for a compelling story that can be matched with a hero who also has a multi-dimensional persona around him. a new product and pioneering product concept plus pacquiao could have been a match made in heaven, but vitwater did not cease the day. the ad does not at all feel like its introducing a pioneering product.
and we have not yet mentioned the fact that it is really bad english. the english used in this ad, and we assume this was written by the ad agency is english of a 5 year old who is just learning to speak it - stocatto, few words, few thoughts, few vocabulary and bad construction.
there are many other things that went wrong in this ad. but the biggest among the small things is a directorial and editorial snafu. at frame 0:06 as pacquaio on voice over was saying "...but for me, there is something better, you know", the commercial cuts to pacquiao looking at someone off camera then goes into a laugh. the scene before and after the pacquiao on a laugh scene showed pacquiao in a serious mood, not to mention the background music had the same serious atmosphere and tone.
in audio, manny was delivering a key selling point for the product - vitwater is better than just water, a serious thing and yet the visual showed manny laughing like he was laughing at the line, losing all credibility and believability.
that is just the tip of the failure of this ad. the biggest error of this ad is the use of english for manny's speaking lines and the one-dimensional, shallow and zero sale in the copy. the bigger error is that this ad has completely mis-read its target market, the AB upper C. we love manny, but we learned to hate vitwater. (note to self: key in entry into cellphone and touch "DO NOT BUY VITWATER").
i feel bad for pacquiao. i don't think any of this is pacquiao's fault. the ad agency and vitwater made pacquiao, our hero, look really bad.
okay, okay, before we end - i know that you know and that you want to know what i know. i know you have been waiting for me to mention it --- manny said "you know..." a total of 4 times in the 30 second ad. that means there were 4 irritants in that ad, you know?
this is a WAWAM!, has ADS Sindrome and all the other acronyms i am yet to think of in the future.
view the vitwater tv spot here: http://tinyurl.com/c7tzcp or scroll down.
Thursday, April 30, 2009
why put manny pacquiao in a bad light? a caricature of pinoy weakness?
in ads, a lot of effort is put into making the talents, most specially celebrities to look in the best possible light. ad agencies hire professional make up artists, costume designers and the best cameramen to make sure the talents look good on screen. directors are very particular to make sure that aside from making sure the storyboard is delivered, the talent should also look good. some celebrities even make it part of the their contract that their preferred make-up artist are hired for tv ads they appear in.
clients choose talents in their ads, specially celebrities, because they bring something good to the ad and the product. use a well loved celebrity and they expect sales to go up.
so why did vitwater make manny pacquiao look bad in their ad?
Wednesday, December 10, 2008
magic sing's "tribute" ad to manny pacquiao - magic sing thought manny will lose the fight!
day after manny pacquaio's amazing win over de la hoya, philippine newspapers were full of ads congratulating manny on his win. i had expected that and i was eagerly reviewing the ads to see how the brands did it.
most of the brands did it very well, except for one.
magic sing is an in-home electornic karaoke machine where songs are saved in computer chips and you control the songs to be played on the tv to sing along to by using the microphone as the control device. its a very convenient machine for karoake afficianados.
but magic sing overdid the convenience part in their tribute ad to pacquaio. in fact it wasn't even convenience, they were downright lazy and it's a real shame the way they honored the country's new hero if that was the intent of this ad.
the good news is it's not a full page ad. most of the tribute ads to pacquaio were large in size with a few full page ads or at least a 3/4 page ad. magic sing took pity on us and just had a 1/4 size for this one. we thank them for that.
first of all, this magic sing ad is a very tacky ad - they had pacquiao hold the magic sing mic in a fighting stance pose! of all the tribute ads printed on that day, this is the only ad that showed manny holding a product in his hands. all the ads printed on that day only had manny's picture dominating the page and the brand names or pictures of the product discretely placed at the bottom of the ad and in small sizes.
the most disgusting part about this ad is the headline and the subhead. the headline read - "Mabuhay Ka Manny!" (Long live Manny!); and the subhead read "Sa puso namin, lagi kang panalo" (In our hearts, you always win in our hearts).
What the.......???
that subhead threw me off! what exactly did they mean when they said "sa puso namin, lagi kang panalo"? manny actually won the fight. shouldn't they have said something like - "congratulations for winning the fight" or something like "we are proud you won the fight"? all the other tribute ads that appeared on that day had headlines that were triumphant, victorious, proud, happy and celebratory. but in this one, the best that magic sing can do was tell manny he wins in their hearts all the time!
that kind of line you say if manny did not win the fight and you wanted him to still feel good by telling him even though you did not win the fight, in our hearts you are always a winner.
it seems to me magic sing actually THOUGHT MANNY PACQUIAO WILL LOSE THE FIGHT! that is the only plausible explanation for that kind of copy in the subhead.
magic sing must have asked its ad agency to produce a print ad and perhaps to save on production costs, they asked the ad agency to prepare only 1 ad instead of 2 ads.
of course nobody knew if manny will win or lose the fight. and for companies who intended to come up with ads after the fight, the prudent thing to do was to have a camera ready artworks for 2 ads for 2 eventualities - 1 ad that assumes manny will win the fight and a 2nd ad that assumes manny will lose the fight. that way, you have an ad ready for publication no matter what the outcome of the fight is.
it appears to me magic sing wanted to save on production costs and produced only 1 ad. that ad they had produced must have been based on what the clients in magic sing thought will be the outcome of the fight - manny will lose to de la hoya. practically all boxing experts had predicted the same thing, so i guess the clients in magic sing bought the prediction.
they produced only 1 ad. and too bad for them, manny pacquaio had upset the favored de la hoya. not wanting to miss out on the manny frenzy one day after he won the fight, the clients gave the go signal to print the only ad they had - the one that assumed manny will lose the fight!
maybe they thought it's okay to do that as nobody will notice?!
there is really nothing wrong in thinking pacquaio will lose the fight. some thought of the same thing. what makes this whole thing terribly wrong was publishing a half ass ad on a day of glory that was intended to pay tribute to a hero. advertising is expensive. we know that. but saving costs in this way is a disaster waitng to happen.
this ad is a WAWAM! twice over.
-----------
here is the front page of the Philippine Daily Inquirer, day after he won. that is very similar to the tribute ads that were released by many brands on that day - large, dominant picture of manny and triumphant, glorious haedlines. this says "It's Christmas Day". that is the way to pay tribute to the country's hero.
most of the brands did it very well, except for one.
magic sing is an in-home electornic karaoke machine where songs are saved in computer chips and you control the songs to be played on the tv to sing along to by using the microphone as the control device. its a very convenient machine for karoake afficianados.
but magic sing overdid the convenience part in their tribute ad to pacquaio. in fact it wasn't even convenience, they were downright lazy and it's a real shame the way they honored the country's new hero if that was the intent of this ad.
the good news is it's not a full page ad. most of the tribute ads to pacquaio were large in size with a few full page ads or at least a 3/4 page ad. magic sing took pity on us and just had a 1/4 size for this one. we thank them for that.
first of all, this magic sing ad is a very tacky ad - they had pacquiao hold the magic sing mic in a fighting stance pose! of all the tribute ads printed on that day, this is the only ad that showed manny holding a product in his hands. all the ads printed on that day only had manny's picture dominating the page and the brand names or pictures of the product discretely placed at the bottom of the ad and in small sizes.
the most disgusting part about this ad is the headline and the subhead. the headline read - "Mabuhay Ka Manny!" (Long live Manny!); and the subhead read "Sa puso namin, lagi kang panalo" (In our hearts, you always win in our hearts).
What the.......???
that subhead threw me off! what exactly did they mean when they said "sa puso namin, lagi kang panalo"? manny actually won the fight. shouldn't they have said something like - "congratulations for winning the fight" or something like "we are proud you won the fight"? all the other tribute ads that appeared on that day had headlines that were triumphant, victorious, proud, happy and celebratory. but in this one, the best that magic sing can do was tell manny he wins in their hearts all the time!
that kind of line you say if manny did not win the fight and you wanted him to still feel good by telling him even though you did not win the fight, in our hearts you are always a winner.
it seems to me magic sing actually THOUGHT MANNY PACQUIAO WILL LOSE THE FIGHT! that is the only plausible explanation for that kind of copy in the subhead.
magic sing must have asked its ad agency to produce a print ad and perhaps to save on production costs, they asked the ad agency to prepare only 1 ad instead of 2 ads.
of course nobody knew if manny will win or lose the fight. and for companies who intended to come up with ads after the fight, the prudent thing to do was to have a camera ready artworks for 2 ads for 2 eventualities - 1 ad that assumes manny will win the fight and a 2nd ad that assumes manny will lose the fight. that way, you have an ad ready for publication no matter what the outcome of the fight is.
it appears to me magic sing wanted to save on production costs and produced only 1 ad. that ad they had produced must have been based on what the clients in magic sing thought will be the outcome of the fight - manny will lose to de la hoya. practically all boxing experts had predicted the same thing, so i guess the clients in magic sing bought the prediction.
they produced only 1 ad. and too bad for them, manny pacquaio had upset the favored de la hoya. not wanting to miss out on the manny frenzy one day after he won the fight, the clients gave the go signal to print the only ad they had - the one that assumed manny will lose the fight!
maybe they thought it's okay to do that as nobody will notice?!
there is really nothing wrong in thinking pacquaio will lose the fight. some thought of the same thing. what makes this whole thing terribly wrong was publishing a half ass ad on a day of glory that was intended to pay tribute to a hero. advertising is expensive. we know that. but saving costs in this way is a disaster waitng to happen.
this ad is a WAWAM! twice over.
-----------
here is the front page of the Philippine Daily Inquirer, day after he won. that is very similar to the tribute ads that were released by many brands on that day - large, dominant picture of manny and triumphant, glorious haedlines. this says "It's Christmas Day". that is the way to pay tribute to the country's hero.
Saturday, December 6, 2008
offensive manny pacquiao "Christ crucifixion" ad - given a "Cease & Desist Order" by the Ad Standards Council?
http://nike.com.ph/giveusthisday/
Show your support.
Post a shoutout for Manny.
another blog posted that nike's manny pacquiao ad was given a "Cease & Desist Order"(CDO) by the Ad Standards Council. if that is true, that means nike need to pull out this ad from media. but we still see the ad in the internet, so we don't know if it is true that a CDO was issued.
the Ad Standard Council is a self-regulatory body by the ad industry. its members are from all member organizations that are involved in the creation, publication/airing, research and production of ads. the ASC has specific rules or guidelines, developed by the ad industry, as to what ads can contain and not contain. all ads aired or printed need to pass through a screening committee and give each one a approval to air or print before we see it on media.
once aired or printed, other parties, everyone who is interested my file a complaint with the ASC if they see the ad is violating any of the guidelines set by the ASC. a hearing is conducted and if the hearing committee determines a particular ad has indeed violated a guideline, then that ad is given a "Cease & Desist Order" (CDO) that orders the ad agency who developed the ad to pull it off the air or print media. there is an appeals process, but that's basically how it goes.
this blog (http://mannypacquiaonews.blogspot.com/search/label/ad%20standards%20council) says this nike ad was given a CDO on the basis of violating this guideline:
Show your support.
Post a shoutout for Manny.
another blog posted that nike's manny pacquiao ad was given a "Cease & Desist Order"(CDO) by the Ad Standards Council. if that is true, that means nike need to pull out this ad from media. but we still see the ad in the internet, so we don't know if it is true that a CDO was issued.
the Ad Standard Council is a self-regulatory body by the ad industry. its members are from all member organizations that are involved in the creation, publication/airing, research and production of ads. the ASC has specific rules or guidelines, developed by the ad industry, as to what ads can contain and not contain. all ads aired or printed need to pass through a screening committee and give each one a approval to air or print before we see it on media.
once aired or printed, other parties, everyone who is interested my file a complaint with the ASC if they see the ad is violating any of the guidelines set by the ASC. a hearing is conducted and if the hearing committee determines a particular ad has indeed violated a guideline, then that ad is given a "Cease & Desist Order" (CDO) that orders the ad agency who developed the ad to pull it off the air or print media. there is an appeals process, but that's basically how it goes.
this blog (http://mannypacquiaonews.blogspot.com/search/label/ad%20standards%20council) says this nike ad was given a CDO on the basis of violating this guideline:
The CDO was issued for violation of Art. I, sec. 3 of the ASC Code and is effective immediately. The section provides that:if this nike ad of pacman was indeed given a CDO, we wonder why we still see it in the internet?
"Advertisements must respect religious beliefs, and be sensitive to the diverse religions, mores, culture, traditions, characteristics, historical background and identity of the various Filipino communities and uphold traditional Filipino family and social values."
manny pacquaio's nike ad - "ang mamatay ng dahil sa yo", this time on the philippine anthem
a nike tv ad has been featured in WAWAM! previously and was praised for showing a lot of class compared to all other pacquaio ads we see on tv. (click here to read : http://the-wawam-file.blogspot.com/2008/06/nikes-manny-pacquaio-tv-spot.html).
from WAWAM!'s post:
nike philippines seem to like to use ad concepts that are deep and of national consequence. this tv spot uses lines and music from the national anthem and then now, using religion and the crucifixion of Christ. i guess, no guts, no glory. given pacquaio's stature, it seems highly appropriate, except that in the last one, they went overboard and became offensive.
read all posts on manny pacquiao here : http://the-wawam-file.blogspot.com/search/label/manny%20pacquiao
from WAWAM!'s post:
it feels like manny pacquiao has at least a dozen tv commercials on air for different brands. but of all the pacquiao tv ads, this nike tv spot is the best and the one that has the most class of the bunch.everything works very well - the consumer insight is deep and hits home, the visuals and production values are excellent, copy is very sparse and the choice of the song and lyrics is brilliant.
nike philippines seem to like to use ad concepts that are deep and of national consequence. this tv spot uses lines and music from the national anthem and then now, using religion and the crucifixion of Christ. i guess, no guts, no glory. given pacquaio's stature, it seems highly appropriate, except that in the last one, they went overboard and became offensive.
read all posts on manny pacquiao here : http://the-wawam-file.blogspot.com/search/label/manny%20pacquiao
Thursday, December 4, 2008
nike - used the offensive athlete on a cross image before
nike's abuse of creative license in using the image of chirst and the crucifixion is apparently nothing new. it's a different country, in england, but the same kind of offense was made - the use the cross and the same arms of the athlete stretched out to mimic how Chirst was when he was nailed to the cross.
while this ad is more offensive, because of the use of red paint which can be seen as blood, the pacquaio ad is as offensive just the same. the outstretched arms of pacquiao is NOT a pose for prayer and there is no hiding from that. the clear intent is to have a double meaning from the image - that of prayer largely due to manny kneeling down and the more offensive idea of Christ on the cross.
while this ad is more offensive, because of the use of red paint which can be seen as blood, the pacquaio ad is as offensive just the same. the outstretched arms of pacquiao is NOT a pose for prayer and there is no hiding from that. the clear intent is to have a double meaning from the image - that of prayer largely due to manny kneeling down and the more offensive idea of Christ on the cross.
Nike attacked over Rooney 'warrior' picture
Drenched in blood-red paint and screaming a war-cry, this chilling image of Wayne Rooney was last night condemned as 'offensive', 'exploitative' and 'tacky' by MPs and church groups.
He may yet turn out to be the saviour of England's World Cup campaign, but the Christ-like pose of the striker in a new Nike campaign yesterday provoked fierce condemnation.
Five people complained to the Advertising Standards Authority watchdog on
religious grounds within hours of the advert being posted.
Its other interpretation as a battle cry from the dark ages or throwback to the Crusades was equally unfortunate as the poster's launch coincided with the first outbreak of serious violence involving England's army of fans in Germany on Monday night.
Labour MP Stephen Pound said the advert was 'truly horrible.'
'This is such a horrible image and is so horribly war-like that it can only be described as Nike being crass, offensive and insensitive as they try to hitch poor old Rooney to their commercial band-wagon.'
The MP for Ealing North added: 'He should go out and wear Adidas instead. It's offensive on so many different levels and extremely nasty.
'Wayne's a good Catholic boy and I think the obvious crucifixion nuance is one part of it, but the aggressive nature of the pose is something we could do without.
'If we have learned anything about football in the last few years, it should be that it doesn't need big business trying to inject even more aggression into the mix.'
Nike, who have a £5m contract with the 20-year-old striker, pleaded that they were merely showing him in his trademark goal-scoring 'celebration' gesture and denied they had sought to make any comparison with Christ on the cross.
Rev Rod Thomas of Church of England evangelical group Reform was not convinced. It's quite a disturbing image and because the paint is wet, it really looks like blood,' he said. 'It's offensive on several different levels'
'It therefore brings to mind the crucifixion to many people, and why Nike would want to do that, I haven't a clue, unless it is simply as a publicity stunt.
'The trivialisation of Christ's suffering is highly offensive to Christians and to God. This will cause real hurt to people.
'The other aspect of it is the aggression contained in it, bound up with the flag of St George, which you might see as a throwback to the Crusades, which is hardly going to go down well with Muslim countries. It's offensive on several different levels.'
A spokesman for the ASA said the complainants who had see the advert either in a huge 60ft wide roadside hoarding in West London or in some national newspapers, all thought the picture was a reference to the crucifixion.
Some added they found the image 'alarming'.
The picture was the product of a three-hour photoshoot by an unnamed hotographer and was the brainchild jointly of Nike executives and their advertising agency Wieden and Kennedy, which also has accounts with Honda, Pizza Hut and Yakult yoghurt.
Although the poster was prepared a few weeks ago, during Rooney's enforced absence from the pitch due to a broken metatarsal bone, Nike decided to publish it. along with their logo 'Just Do It', once his return to the England starting line-up looked likely.
The limited campaign is known in the trade by the unfortunate phrase of a 'tactical execution', according to Wieden and Kennedy's website.
The agency refused to discuss the advert, but a Nike spokeswoman said it would not be shown nationwide or in other countries.
'It was intended solely as a celebration of Rooney's return to the team and is based on his own trademark goal-scoring celebration, nothing to do with the crucifuxion at all, ' she added.
'If we have offended anyone on those grounds, we would stress it was unintentional and we apologise. It is not meant to be an aggressive picture, either. It was a case of catching the mood of the nation as everyone urges Rooney on to great things, and of course our slogan puts it perfectly.
'The red paint is not meant to be blood, it's just echoing the body paint which fans cover themselves in and the rest of Wayne's body is painted white. It's the flag of St George, and nothing else.
'We have had nothing but positive reaction to the poster and a lot of people have been asking if they can buy it. We have no plans to produce it as a poster.'
Rooney was wearing a pair of Nike's new Total 90 Supremacy boots when he injured his foot in a game against Chelsea in April.
The firm rejected claims by Manchester United boss Alex Ferguson that the design of the boot had put extra pressure on his metatarsal, causing the fracture. Rooney's girlfriend Coleen McLoughlin also has a £1.
http://www.dailymail.co.uk/news/article-391684/Nike-attacked-Rooney-warrior-picture.html
Tuesday, December 2, 2008
nike's manny pacquiao ad - we applaud the artistry, but deplore the offense to the catholic faith
we understand what manny pacquiao means to the filipino people. he is a hero of national proportions. it is a country hungry for an authentic hero and this man from general santos city fits that to a T. he is brave, he is determined, he is fearless, he wins and is a champion boxer who is truly world class in skills and abilities.
this fight with oscar de la hoya will probably become either his greatest fight or his worst as de la hoya seem to be a formidable opponent. winning in this fight is a must for this filipino icon. and as the country is mostly catholics, this is where the nike ad fits into.
it is a brilliant ad. the concept of manny in prayer in the corner of the ring and the copy that goes with it, "give us this day" is an excellent fit specially to the audience and to the fight.
the artwork is also brilliantly done. very high concept as well. manny in his knees, praying at the corner of the ring with the ropes and the corner post forming an obvious cross.
but that is what we find offensive.
manny's outward stretched hands, resting on the ropes, with the obvious image of the cross in front of him show manny in a position where it appears he is mimicking the position of Christ on the cross. that to me is the obvious double meaning intended to be communicated by the art director.
outstretched hands the way it is done in the ad is not the position for prayer. it is holding the hands together, even with the boxing gloves on, is the position for prayer. we see many boxers do that in the ring and most of them do the sign of the cross even with their gloves on.
the art director choosing to show manny with his hands stretched apart is not really to show manny in prayer, but it mimicks the position of Christ on the cross. manny's hands stretched out that way in front of a cross is what i find offensive. it violates one of the most revered images in the catholic faith - Christ's sacrifice of his life during the crucifiction. the nike ad wants us to think that manny is nailed to the cross, as Christ was. that is very offensive.
the viewers of the ad are also being asked to contribute or post their prayers or wishes for manny. and one particular shoutout seem to be the favorite of the ad:
with that kind of message - what if manny does not win? should filipinos feel guilty that we do not have enough faith and that is why manny lost? and should we see God in that way? is that the proper way to look at faith and religion?
we like creative work. we like brilliant work even more. but this creativity and brilliance need to be sensitive and respectful of religion and the beliefs of people.
on the whole, this ad offends us.
click here to view in full : http://nike.com.ph/giveusthisday/
Show your support.
Post a shoutout for Manny.
this fight with oscar de la hoya will probably become either his greatest fight or his worst as de la hoya seem to be a formidable opponent. winning in this fight is a must for this filipino icon. and as the country is mostly catholics, this is where the nike ad fits into.
it is a brilliant ad. the concept of manny in prayer in the corner of the ring and the copy that goes with it, "give us this day" is an excellent fit specially to the audience and to the fight.
the artwork is also brilliantly done. very high concept as well. manny in his knees, praying at the corner of the ring with the ropes and the corner post forming an obvious cross.
but that is what we find offensive.
manny's outward stretched hands, resting on the ropes, with the obvious image of the cross in front of him show manny in a position where it appears he is mimicking the position of Christ on the cross. that to me is the obvious double meaning intended to be communicated by the art director.
outstretched hands the way it is done in the ad is not the position for prayer. it is holding the hands together, even with the boxing gloves on, is the position for prayer. we see many boxers do that in the ring and most of them do the sign of the cross even with their gloves on.
the art director choosing to show manny with his hands stretched apart is not really to show manny in prayer, but it mimicks the position of Christ on the cross. manny's hands stretched out that way in front of a cross is what i find offensive. it violates one of the most revered images in the catholic faith - Christ's sacrifice of his life during the crucifiction. the nike ad wants us to think that manny is nailed to the cross, as Christ was. that is very offensive.
the viewers of the ad are also being asked to contribute or post their prayers or wishes for manny. and one particular shoutout seem to be the favorite of the ad:
BECAUSE OF THE FILIPINO FAITH... GOD WILL INDEED GIVE US THIS DAY! GOD BLESS YOU MANNY! - gabby, nueva ecija
with that kind of message - what if manny does not win? should filipinos feel guilty that we do not have enough faith and that is why manny lost? and should we see God in that way? is that the proper way to look at faith and religion?
we like creative work. we like brilliant work even more. but this creativity and brilliance need to be sensitive and respectful of religion and the beliefs of people.
on the whole, this ad offends us.
click here to view in full : http://nike.com.ph/giveusthisday/
Show your support.
Post a shoutout for Manny.
Thursday, October 2, 2008
san miguel beer's jet li tv spot --- leaving too much to the imagination
we use celebrities in commercials for a specific reason. the most obvious one and that is generic 
to all of them is that they are very popular. but beyond generic popularity (popularity is synonymous to celebrity, right?), they have this specific calling. they are known for something specific.
time for the name association game. when you mention the name jet li - what's the first word that comes to mind? that word will most likely be something that describes the picture on the right. there are no other words you can think of, other than those that match that picture.
but those words, i failed to see in this san miguel beer tv spot. well, ok parts of it are in the commercial, but it does not impress you as perhaps that picture does. or the movies that we have all seen jet li to have appeared in.
jet li scenes are typically breathtaking and awesome. in many of these movie scenes, often five words come to mind : "how did he do that?".
in this san miguel tv spot, we know he is jet li but after seeing the moves, we entertain doubts if that was really jet li. these are the words that come to mind - it is so lame, it can't be jet li.
this commercial fails to impress us. and i think a lot of it comes from two parts - the story of the ad and a much bigger part from the directorial treatment of the ad. not enough effects, lack of imagination and no pizazz.
if you have jet li as your talent, you need, in fact it's a must that you hire a director who does martial arts movies. plus you need to hire production staff and perhaps even shoot in hongkong where many of them are based. i don't know if san miguel did that for this commercial. if they did, it does not show. if they did not, it's a critical error.
and maybe you will not want to have too much of a simple story to tell. simple stories are good for commercials, but not in this case as it does not allow jet li to show what he can do.
and did i mention manny pacquaio already? the reason i have not mentioned the pacman is because in this ad, he is hardly mentioned, meaning shown.
that's the other part i don't get. why didn't they make an ad where the story revolves around jet li and manny pacquiao? why did they choose to make manny a prop, like an extra in this tv spot? all that many did was smile and nothing more.
think about it -- a world famous boxer and a world famous martial artist. that's a great story right there. pregnant with possibilities. and yes --- wham, bang and atomic!
because this san miguel beer ad underperforms, it is a WAWAM!
to all of them is that they are very popular. but beyond generic popularity (popularity is synonymous to celebrity, right?), they have this specific calling. they are known for something specific.time for the name association game. when you mention the name jet li - what's the first word that comes to mind? that word will most likely be something that describes the picture on the right. there are no other words you can think of, other than those that match that picture.
but those words, i failed to see in this san miguel beer tv spot. well, ok parts of it are in the commercial, but it does not impress you as perhaps that picture does. or the movies that we have all seen jet li to have appeared in.
jet li scenes are typically breathtaking and awesome. in many of these movie scenes, often five words come to mind : "how did he do that?".
in this san miguel tv spot, we know he is jet li but after seeing the moves, we entertain doubts if that was really jet li. these are the words that come to mind - it is so lame, it can't be jet li.
this commercial fails to impress us. and i think a lot of it comes from two parts - the story of the ad and a much bigger part from the directorial treatment of the ad. not enough effects, lack of imagination and no pizazz.
if you have jet li as your talent, you need, in fact it's a must that you hire a director who does martial arts movies. plus you need to hire production staff and perhaps even shoot in hongkong where many of them are based. i don't know if san miguel did that for this commercial. if they did, it does not show. if they did not, it's a critical error.
and maybe you will not want to have too much of a simple story to tell. simple stories are good for commercials, but not in this case as it does not allow jet li to show what he can do.
and did i mention manny pacquaio already? the reason i have not mentioned the pacman is because in this ad, he is hardly mentioned, meaning shown.
that's the other part i don't get. why didn't they make an ad where the story revolves around jet li and manny pacquiao? why did they choose to make manny a prop, like an extra in this tv spot? all that many did was smile and nothing more.
think about it -- a world famous boxer and a world famous martial artist. that's a great story right there. pregnant with possibilities. and yes --- wham, bang and atomic!
because this san miguel beer ad underperforms, it is a WAWAM!
Wednesday, July 16, 2008
nike's manny pacquiao tv spot - use of philippine national anthem
i do not know the answer - is the use of part of the philippine national anthem, it's lyrics and music allowed by law? is there a law that prohibits it's use for commercial use like a tv spot?
Tuesday, July 15, 2008
nike's manny pacquiao tv spot
it feels like manny pacquiao has at least a dozen tv commercials on air for different brands. but of all the pacquiao tv ads, this nike tv spot is the best and the one that has the most class of the bunch.
everything works very well - the consumer insight is deep and hits home, the visuals and production values are excellent, copy is very sparse and the choice of the song and lyrics is brilliant.
this is a country hungry for heroes for the longest time and pacquiao serves that role very well with a string of not only successes but brilliance in his sport. it also helps that he looks and speaks like most of us - simple words, some english, with a strong accent from our hometown and he makes a lot of sense. he is not at all pretentious and it seems he does not yet know of his greatness. or if he did, he keeps forgetting about it.
he doesn't know it yet or perhaps he does not care, but pacquiao is a class act. and that is why this nike commercial is the best of all pacquiao tv ads.
it's very respectful of manny's stature as a hero to the people. it does not put manny in awkward, silly and forced story lines and does not make manny say those silly copy lines. the nike ad simply puts the hero in exactly the place and situation he excels in and why we love him as our hero.
the choice of that line from the country's national anthem "...ang mamatay nang dahil sa yo" tugs at every one's hearts and very eloquently speaks of what our hero seem to go through in every fight and most importantly the suffering many people have to endure in the country. it connects with us very well. and that is exactly what a brilliant consumer insight is.
it's great to know that nike made a classy commercial for a classy hero. and a great reminder to all of us that filipinos are also a class act. kudos to nike!
everything works very well - the consumer insight is deep and hits home, the visuals and production values are excellent, copy is very sparse and the choice of the song and lyrics is brilliant.
this is a country hungry for heroes for the longest time and pacquiao serves that role very well with a string of not only successes but brilliance in his sport. it also helps that he looks and speaks like most of us - simple words, some english, with a strong accent from our hometown and he makes a lot of sense. he is not at all pretentious and it seems he does not yet know of his greatness. or if he did, he keeps forgetting about it.he doesn't know it yet or perhaps he does not care, but pacquiao is a class act. and that is why this nike commercial is the best of all pacquiao tv ads.
it's very respectful of manny's stature as a hero to the people. it does not put manny in awkward, silly and forced story lines and does not make manny say those silly copy lines. the nike ad simply puts the hero in exactly the place and situation he excels in and why we love him as our hero.
the choice of that line from the country's national anthem "...ang mamatay nang dahil sa yo" tugs at every one's hearts and very eloquently speaks of what our hero seem to go through in every fight and most importantly the suffering many people have to endure in the country. it connects with us very well. and that is exactly what a brilliant consumer insight is.
it's great to know that nike made a classy commercial for a classy hero. and a great reminder to all of us that filipinos are also a class act. kudos to nike!
Monday, May 12, 2008
nike's manny pacquiao tv spot - what a relief!
we must have seen a thousand manny pacquaio tv ads by now. most of them range from bad to crappy commercials. many of them i think is an embarrassment specially considering pacquiao's standing in the boxing world and hero status among filipinos.
this nike tv spot is an exception. it's actually a very decent tv spot. this one deserves to win an award for being a good manny pacquiao tv spot among the thousand manny pacquiao tv spots ever made.
more on manny pacquiao ads in the coming weeks....
this nike tv spot is an exception. it's actually a very decent tv spot. this one deserves to win an award for being a good manny pacquiao tv spot among the thousand manny pacquiao tv spots ever made.
more on manny pacquiao ads in the coming weeks....
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