Absolute love is pure

I FIRST CAUGHT a 30-second television commercial of Judy Ann Santos and her first-born child, Yohan, that simply spelled loving fun between mother and daughter. But in the end, I sensed that there was something different here. What rose above the clutter of numerous mother and child commercials was its ending. Yohan says after she’s tucked into bed, “Ma, kung papipiliin ako, ikaw pa rin ang pipiliin kong maging mommy.” (Ma, if I were asked to choose, you will still be my choice to be my mom.) Judy Ann responds, “Ako din anak. (Me, too, my child.) I’ll choose you.”

This Absolute Water commercial produced by O&M that I was first exposed to turned out to be an edited-down version. I went to YouTube and got the full unedited commercial which truly tugs at the heartstrings. O&M explains: “Judy Ann and Yohan’s story acknowledges that motherhood comes in many forms. The context of adoption and choice made Juday’s line all the more powerful in the end.”

It was brilliant for O&M to segue from this very true-to-life relationship of mother and child pertaining to Judy Ann and adopted daughter Yohan and make it analogous to Absolute — “because Absolute love is pure, the way a mother loves.”

I must also congratulate director Lyle Sacris for the beautiful loving shots of Judy Ann and Yohan as they spent several days enjoying doing normal things that a mother and daughter would do. Of course the art directors and creative director had their hands full, palpably working on the scenes. Needless to say, you can’t beat the acting prowess of Judy Ann Santos teaming up with her real-life daughter!

I particularly liked the mom and child frames in the car with Juday driving and Yohan singing along with her. I was informed that a full version of the song that ends with Juday saying “Pure Water. Pure Love” was also aired over radio stations.

Over the weekend, I happened to pass the EDSA tunnel on my way to Makati. All throughout the tunnel were posters one after the other in full color featuring close-ups of Juday and Yohan, ending, of course, with the bottle of Absolute Water just before the end of the tunnel.

It just entered my mind that this was exactly what O&M did in the TV and digital materials. The viewer’s attention and interest are drawn by the star throughout most of the 60-seconder. The product Absolute is identified as the hero only at the very end. Because the story in the ad is so captivating and so relevant to Absolute’s “Pure Water. Pure Love” tag, memorability attained for the product cannot be questioned. O&M expanded, “Because Absolute love is pure, the way a mother loves.”

The field flowers casually crowning the heads of the two characters as they enjoyed the countryside spelled poetry in motion. The cooking scenes were distinctly memorable owing to Juday’s reputation as a good cook — and Yohan being taught the skill was heartwarming. Ditto for playfully sporting identical fashion in dresses and footwear. A brief change of pace was dramatic showing in silhouette Yohan silently bowing her head as mother gives her a scolding.

What sweeter results for the marketing men — to be informed that business is growing in double digits! Undoubtedly, the campaign resulted in growth in market shares.

Take a good low bow, Absolute Water and Ogilvy — for integrated marketing communication at work.

Credits. Client: Jill Villanueva, category head; Alveen Ramos, brand manager; Chay Cruel, vice-president; Hubert Tan, senior vice-president. Agency: Francis Pinon, account manager; Carla Laus, group account director; Mona Nazario Garcia, general manager; Donna Dimayuga, creative director/copywriter; James Mendoza and Val Villaflor, art directors; MJ Ramos and Anrie Hosono, project managers; Mayee Smith, strategist. Production : Aldous Pagaduan, producer; Lyle Sacris, director. Pabrika, production house.

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.