Ads & Ends — Nanette Franco-Diyco
THERE IS A TRULY entertaining and unique television commercial that was launched a fortnight ago to trumpet that Ligo now has great tuna! Ligo, after all these years of solely being identified with sardines, has now expanded its offerings to include tuna.
The tuna enthusiast has long been educated regarding tuna’s merits, foremost of which is the target market’s ability to maintain a healthy regimen of low-calorie tuna, equated of course with achieving the dream weight and accompanying whistle-bait body statistics.
Uncannily and coincidentally, the name of the creative agency that produced the Ligo Tuna 45-seconder is FatFree, the brand new agency of Ompong Remigio, who personally handled Ligo as a client while she was with Campaigns & Grey. Surprised that I even asked, Ompong says that the name FatFree has absolutely nothing to do with Ligo Tuna’s being fat-free.
Miss World 2013 Megan Young was chosen to personify the “I’m Too Sexy” song by ‘90’s band Right Said Fred. Director Borgy Torre says that the rythym of his editing was simply dictated by the beat of the song.
The song magnificently carried the whole concept and alluring visuals acted out by Megan Young. Throughout the commercial, she became the living symbol of being “too sexy”. Director Borgy, however, stressed that the sexiness portrayed by Megan was deliberately restrained, to be “elegantly sexy in a tasteful way”. He revealed that the restrictions were to follow Megan’s dictates because of her Miss World contract.
Director Borgy also revealed that they had to construct all of the complicated sites — no location shoots here. The dictum: extreme scenes in all forms.
So, we see Megan Young as Alice in Wonderland, Megan in overly dark and surreal surroundings, with black skulls inspired by Lady Gaga, Megan as Rita Hayworth, Megan in bed, and out of bed. Great set designs, with a few “without logic”, as described by Director Borgy. How do you like that cat in the Alice in Wonderland set?
FatFree art chief Bunny Vivero explained the animated inserts as a spin on Jessica Rabbit. They provided an even more distinct flavor to the entire memorable material. Magical!
Ompong said that she made sure the material proved different from the health trend scripted in the regular tuna commercials we have been used to. “We went beyond the expectations of the category.” The commercial showed Megan gobbling up the tuna dish in between the many characterizations — projecting that you yourself would look good any which way with Ligo Tuna.
We might also say that the entire 45-seconder does look and sound good any which way. Take a bow, Ligo and FatFree.
Credits. Client-company: A. Tung Chingco Manufacturing Corporation.
Advertising agency: FatFree, Inc. — Ompong Remigio, chief creative; Bunny Vivero, art chief; and Monica Morelos, planning chief.
Production house: Revolver — Borgy Torre, director; Hannah Gallardo and Bea Caubat, executive producers; Pauline Javier, line producer; Ber Cruz, DOP; James Sales, assistant director; Adelina Leung, PD; Adrianne Concepcion, wardrobe stylist; Albert Kurniawan, makeup artist; John Valle, hairsylist; Theo Zaragoza, food stylist; Niño Ruzol, propsman; Gayle Ledona, caster; Karen Pajar, PM; and Tonet Doce, Hierica Naval, and Ariane Arbolado, production staff.
Post-production: Post Manila — Naomi Prochina, post-producer; Joanna Eduardo, offline; Dolps Fernando and Nica Enciong, online; Peter Aragon, colorist; and Dave del Rosario, James Manlangit, JC Jamlig, and Paolo Alto, CG.
Eric Adorable, soundtrack producer; Tommy Katigbak, arranger; and Nikko Katigbak, vocalist.
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.
nanettediyco131@gmail.com
