Smart gets smarter with values

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Nanette Franco-Diyco

It’s heartening that numerous people, young and old, have been passionately involved in the recent elections — some leaps and bounds more than others.

Smart gets smarter with values

The two-minute online digital ad of Smart Communications, Inc. shortly after the elections struck me as absolutely relevant and timely — and truly entertaining.

On Smart’s Facebook page, the commercial was captioned: “Elections are over. Social media is back to normal. Life is good. But there’s just one more thing left to do.” The official title of the ad is “Healing”, but on Facebook and YouTube, it’s “How to be Friends Again after the Elections.”

Smart gets smarter with values

While this is seems to be the second commercial of the series, Chino Jayme, TBWA creative director for Smart, stressed that it was not planned outright as one — “although it’s beginning to look that way.”

Three months ago, I reviewed in this column the first ad with the hilarious duo of Pippo and Alec. A weeping, crestfallen Alec was saved in his heartbreak by the timely data load-sharing by his roommate Pippo. This tactical ad, when launched, served indirectly as an unexpected seasonal ad for Valentine’s.

The new two-minuter is another tactical yet unexpected seasonal ad: a post-election one. Chino explained that both client and agency seized the opportunity to use the tacticals to subtly carry values in an entertaining manner specially directed to millennials.

(Fr. Vic Santos amused a seminar group last Monday in describing millennials as those who are constantly on their cell phones, clicking away and expecting instant action, but the Pew Research Center simply defines them as those who were aged 18-34 in 2015.)

I like the simplicity of the commercial, the key response of which was, “Really and truly, elections are over. Let’s bury the hatchet and be the best of friends again!”

I congratulate the Smart Communications team of TBWA\Santiago Mangada Puno for actually identifying that many and varied relationships were broken and near-to-breaking given the passions and emotions of Filipinos, fighting for the virtues of their chosen candidates versus the seeming vices of their opponents.

And, most of all, the commercial dishes this out in such a light-hearted fashion that you can’t help but realize in your introspection that you did allow your emotions to go haywire and get the better of you. Now, you’re able to call it gross attachment. Or, pride to the max!

I like the visuals showing directly what Pippo and Alec were texting each other, reflected on the white wall of the parking garage. These were all “Sorry” texts, like: “Sorry, tinawag kitang balimbing.”  “Sorry, tinawag kitang elitista!” “Sorry, nagpost ako na traydor ka.” “Sorry, nag-comment ako na ampon ka.” “Sorry, sinabi ko sa timeline ko na wala kang alam.”

The selected music to accompany the non-action (two grown men at a standstill, just texting one another) trumpeted the summary of what each was meaning to say deep down. The song “Miss na Miss Kita,” originally by April Boy Regino and sung now with all the sad tones of nostalgia by Aljur Abrenica, perfected the message of asking forgiveness and giving it, one to the other, and vice versa.

Of course, the single hard-sell tag was at the very end, marketing Smart’s PASADATA, to the predictable happiness of the marketing team.

Congratulations once again to Smart Communications and TBWA\Santiago Mangada Puno for a great message, great humor, and great values. May your tribe increase!

Credits. Client-company, Smart Communications, Inc., brand strategy and communications: James Lim, senior manager; Elaine Cheng, senior digital campaigns officer; Aiza Tsang, digital campaigns specialist; Regine Umagat, senior social media officer; Abbie Real-Dimaano, manager; Jeri Martinez, senior manager; and Carlo Endaya, department head/vice-president.

Creative agency, TBWA\Santiago Mangada Puno: Melvin Mangada, executive creative director; Chino Jayme, creative director, copywriter, and art director; Dennis Claveria, art director and copywriter; Portia Catuira, managing director; Katya Gozo, account director; and Chris Sace, digital account supervisor.

Production house, How’s Everything: Nolan Fabular and J.T. Pandy, directors; Sunny Lucero and Cheese Bagnes, producers; and Kiko de Dios, Jom Masolabe, and Vince Belen, editors.

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.