Ads & Ends
Nanette Franco-Diyco

DRIVING FROM MAKATI to White Plains nowadays takes an average of two hours at peak times. In the name of time management, a lot of us have veritably converted our car into a workstation.

From work while in his car, my son reports that he regularly finishes a lot of paperwork with his computer, he answers all his e-mails, greets family and friends celebrating some anniversary while stalled in endless traffic, and even manages to pray a whole rosary before finally reaching his own driveway.

Using this as my springboard, I think Shell’s Do More campaign would rate an A+ as far as timeliness and relevance are concerned.

Ad agency J. Walter Thompson (JWT) and Pilipinas Shell recently launched a global campaign for Shell’s international market with a 30-second TV commercial and various out-of-home and print materials.

The TV material successfully blends the emotional with the rational approach, the soft sell with the hard sell, thus nicely touching a wide target market.

Director Henry Frejas shows a young father performing various roles and duties throughout the day. Great cuts; great pacing. Very good chosen location shots throughout — the father is shown completely engrossed in his work without getting harassed, leaping from one task to another. And we vicariously enjoy the whole day with him.

The opening frames show the father getting into his car, at the final stage of removing what appears to be a cute animal costume with a tail. That tail truly catches my attention and lures me to watch the commercial till the very end.

Then we see him with his colleagues at work in a modern construction engineering office. Then, we get into a faster pace of the spot, where he bikes outdoors with his teammates along a mountain trail. Finally, we join him in an intimate dinner date with his wife.

The daughter of the couple at the next table gets his attention, holding the animal tail from earlier that day. I like the TV version where we only put the opening frame and this frame together. We remember that the father at the very beginning of the commercial had come from a school’s early costume party.

JWT’s Angela Vergara gives the very essence of the commercial: With the help of Shell FuelSave, he is able to fulfill all his roles and even make something more out of his day in the end. “With active efficiency ingredients, Shell FuelSave is designed to last longer, so you can do more with your drive and get more out of your day.”

Great gasoline commercial that allows both creativity and marketing to work efficiently together. Take a bow, Pilipinas Shell and JWT!

Credits. Client-company, Pilipinas Shell Petroleum Corp.: Anthony Lawrence Yam, vice-president for retail; Steph Cua, marketing manager for PH; Jeff Chan, brand manager.

Agency, JWT: Dave Ferrer, executive creative director; Boyet Custodio, art director; Tim Villela, copywriter; Pao Acosta, client services director; Cha Agcaoli, group account director; JM Miranda, account director; Angelique Vergara, account executive; Mavic Martin, producer.

Production house, Filmex: Henry Frejas, director; Concon Deray, executive producer; Leslie Garchitorena, DOP; Debbie Villanueva, production designer and wardrobe stylist; Sheila Cusi, production manager; Pedi Acebo, make-up artist; Charmaine Betudio/Zeny White, casters.

Post Production house, Optima Digital: Wana Salli, post producer; Joel Alagao/RJ Martin, post editors. Online facilities, Optima: James Ecito, colorist; Waki Tirona, offline editor.

Audio house, Hit Productions: Philip Jarilla, sound engineer; Teddy Katigbak, music arranger/composer.

Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, currently teaching communications at the Ateneo de Manila University.