Ads & Ends
Nanette Franco-Diyco
WE ARE IN the season of Lent. Many people have armed themselves with books that set them on meditative routes, slowly reviewing their goals in life, and pondering if they are indeed on the right path. And so the aim for a review plan of life begins to take shape.
Coincidentally, Globe Postpaid recently launched what it calls The Plan. On the technical side, J. Walter Thompson (JWT) explained that it’s an upgrade of Globe’s My Lifestyle Plan that is set to provide Filipinos with larger-than-life data and plenty of customizable app combos.
Looking to make a big impact on the market, Globe Postpaid partnered with JWT Philippines to launch a new campaign, “Create. The Life You Want.”
Pam Garcia, JWT executive strategic planning director, revealed that the campaign is based on the insight that their audience are creators with perpetual discontent. “They are restless. They constantly plan to create things that help enhance their lives. Thus, their need for a plan that always responds to their demands.”
I accidentally came across this outstanding digital commercial on YouTube, impressed with the gloss of its visuals and, at the same time, drawn in by its beautifully written script. I viewed it again, and again.
Let me share with you part of its audio enticement:
“Are you the one who’s afraid to get it wrong? Or the one who said the wrong thing?
“Are you the one who made the wrong move? Got lost? Or chose the wrong job?
“Or the other one: who chose the wrong love?
“Our mistakes make us human. And once we see past them we will realize that we didn’t get it all wrong, We were just led to the right question… The right reason, the right destination.
“We didn’t slow down. We are still speeding towards where we’re meant to be, Creating the life we want. It all begins with a plan.”
The creative team carefully concocted stories of people whose plans had taken an unexpected turn — all endearing stories that became the foundation of the entire campaign. Director Joel Limchoc was again in his elements, with simply laid out dramatizations, zeroing in on a prop or two that made his scenes even more memorable. I kind of gasped at his use of a artificial leg — how’s that for “abruption,” as JWT calls the magic moment in commercials.
Brandie Tan, executive creative director, explained, “Through their stories, we discovered that we all have plans. And while trying to fulfill them, it’s inevitable that we make mistakes. But we shouldn’t be disheartened by it. These mistakes make us better. And surprisingly, they lead us to where we are meant to be, just as we planned.”
Golda Roldan, managing director, stressed, “We want people to keep on creating what they want. No matter what obstacle comes their way, they should just keep at it and stick to their plan. We’ll never know what life has in store for us.”
It’s an emotional tack strongly pursued by the creative team. But the clincher remains the effective segue after the humongous build-up that pushes the selling message to the hilt. “With a revamped postpaid plan, packed with larger than life data and apps for life, Globe positions itself as the constant partner that helps us create the life we want.”
Congratulations, Globe and JWT, for a good blending of tugging at the heartstrings and effective selling. And, of course, for the inspiration to carefully plan your life and execute it, without forgetting to ultimately abandon its results to God. Great lesson for Lent.
Credits. Client-company, Globe: Issa Cabreira, SVP, head of consumer mobile business; KD Dizon, VP of postpaid business; Angie Po, head of postpaid usage, director; Jelina King, postpaid usage manager; Veca Keeler, communication design and integration director; Carla Braganza, communication design and integration manager; Maxene Casaclang, digital and social content strategist; Melo Loyola, channels manager. Agency, J. Walter Thompson: Dave Ferrer, chief creative officer; Brandie Tan, executive creative director; Tin Sanchez, Enzo Cruz, and Javey Villones, creative directors; Bob Cruz, associate creative director; Monica Tabag, senior art director; Drea Dizon, art director; Gabi Mendoza and Albert Millar, copywriters; Golda Roldan, managing director; Ardie Vega, account director; Kate Lee, Abby Reyes, account executives; Pam Garcia, executive strategic planning director; Iya Forbes and Dana Ledesma,strategic planners; Zeny Toledo, account services director; Eugene Sucayan, creative services director. Production: Joel Limchoc, director; Marivic San Juan, executive producer; Adelina Leung, production designer; Lei Villena, line producer; Lemon Atencio, production manager; Sheinna Melano and Joy Orio, production assistants.
Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, teaching communications at the Ateneo de Manila University.
