Ads & Ends
AFTER AN UNBELIEVABLE accusation fell onto the doorstep of McCann Worldgroup Philippines, communicated only through a press conference, one might label it as providential that McCann received two priceless international Cannes awards the following week from across the continent for two advertising campaigns.
Both were won for radio, a category that seems to be more difficult for ad agencies in the country to win in — the last was won by J.Walter Thompson in 1990. Internationally renowned radio guru, Tony Hertz, who has twice been on the Cannes Lions radio jury and runs his own highly awarded radio specialist companies (he has one here in Makati), says, “Even in countries like South Africa, Australia and the US which have been the major radio award-winning countries, the overall standard of radio creativity is seen to be below that in other media.”
Mr. Hertz says nonetheless that “in today’s visual/digital/online/mobile/social media/branded content-consumed advertising business, radio remains a powerful and relevant way to reach millions of consumers all over the world.” More so here in our country where the reach of radio reportedly surpasses all other media forms, considering all the non-electrified areas still in many of our islands. Here, we bring out the battery-operated radios.
Congratulations to McCann Worldgroup Philippines for the two radio ad campaigns conceivably targeted to our much smaller city areas. I would, however, predict that the Nestlé Maggi Magic Sarap ad campaign will get a number of dialect translations before year end to cover the rest of the populace. This radio commercial — which earned a Cannes Silver Lion Award — is most appealing to everyone who likes to experiment with cooking what appears good to friends and kin, specially chefs’ favorites. The spiel is humorous, very well written, and sterlingly dramatized for radio.
Of course the commercial ends with an almost straight selling pitch: “We might not be able to save Pedro, but we can save his dinner guests. With Maggi Magic Sarap All-in-One Seasoning. Made with fresh onions, garlic, flavorful chicken, and spices. Turning almost any dish, well… Pedro-proof.”
The Cannes Gold Lion Award was given to four radio campaigns, all 90-seconders for Fully Booked bookstore. The one about Frank dramatizes his life, opening with “At 55, I met my father for the first time.”
One radio commercial deliriously gets the listener to imagine the bizarre: “At 116, I was being stalked. Photos were taken. People were talking.”
Another commercial was about Nicky: “At 14, I found myself trapped in a dead marriage and I wanted out.” Titillating to a would-be reader.
All the commercials end with: “With a book, you’re not just turning a page. You’re living a whole other life.” Then it contains the briefest teaser about the specific book. You are entranced.
I distinctly remember an advertising book that called radio “the theater of the mind.” McCann Worldgroup Philippines in all of these Cannes choices certainly got the so-called plays into a swinging start!
Credits. Gold Lion Award for Fully Booked Bookstore: Advertising agency, McCann Worldgroup Philippines: Chief Creative Officer: Raul Castro; Executive Creative Director: Joe Dy; Creative Director: Maan Bautista; Copywriters: Francine Palines, Maan Bautista, Sofia Tawasil; Planners: Earl Javier, Eileen Borromeo; Account Management: Bambi Reyes, Camille Datu, Chot Aldeguer, Managing Partner: Mon Garcia. Clients: Jaime Daez, Nicole Yu
Producer: Mavic Martin/Jho Moya of Just Add Water. Production Studio: Hit Productions. Hit VP Client Services: Sharon Ambas. Sound Engineers: Philip Jarilla, Richard Genabe; Arranger: Arnold Buena. Media: UM Philippines.
Silver Lion Award for Maggi Magic Sarap: Chief Creative Officer: Raul Castro; Executive Creative Director: Joe Dy; Creative Director: Maan Bautista; Copywriters: Francine Palines, Maan Bautista, Paula Molina; Planner: Eileen Borromeo. Account Management: Bambi Reyes, Jhenice Alana Managing Partner: Mon Garcia. Nestlé Philippines: Geetha Balakrishna, Chris Nazareno, Eduard Capacio, Jayel Ladioray. Producer: Jho Moya (Just Add Water); Production Studio: LoudBox Studios.
Nanette Franco-Diyco ended her 15-year advertising career as Vice-President of JWT, segueing into the world of academe, teaching communications at the Ateneo de Manila University.