Ads & Ends
Nanette Franco-Diyco
NESTLÉ PHILIPPINES recently launched a new variant for the Filipino’s age-old favorite milk brand, Bear Brand: Bear Brand Adult Plus, “specially formulated for working adults to help them reach maximum productivity potential.”
Publicis Manila’s account director for Bear Brand, Meg Cabanes, noted that the Adult Plus variant has more B vitamins, Vitamins C and A, and Iron. She explained that in order to level up in our careers, we need to gain plus points, amidst the increasingly challenging adult lifestyle. “This campaign inspires consumers to maintain quality performance in everything they do at work.
I like the choice of the career that is dramatized in the 30-second television commercial. We are brought into a newsroom where an editor is assigning a special coverage, out-of-town project, requiring article submission in 24 hours.
Amid a room of more than a dozen male and female reporters, a woman takes the job and immediately leaves the conference room to tackle the pressing assignment.
Here, Director Joel Limchoc briefly inserts a product window where the female reporter energizes herself with a glass of milk. The flow to the story is not interrupted — good timing, with great naturalness.
The next scene shows her rushing onto the top of a provincial bus, where we see her fellow passengers and backpackers, all ready and obviously used to long trips up mountain trails. I like the “Adult Lakas” supers of Bear Brand accompanying her climbing up the roof of the bus.
The frames that follow are fast-paced and dramatically different from the urban setting that we just left behind. So, we see mountains and rough roads, then the Banaue folks in some festival revelry. Our lady reporter-photographer shoots away. “+ Adult Tibay” pops into frame as we catch a great close-up of this busy reporter scanning the mountain, fully concentrated on delivering the best shots for her article still unwritten.
Director Limchoc revealed that he used no less than five cameras for the one-day location shoot in Banaue, “in order to be able to capture the woman’s mental and physical agility.” I liked the different changes of pace, precisely dramatizing aptly her huffing and puffing in between her pausing to determine her own sequence of photo shooting and mental composition of the assignment.
Before we know it, we see her atop the bus, zooming back to Manila and busily writing the article for the photos she had shot a while back. Director Limchoc gives us good complementary shots of her busily at work in the dark on her computer.
From a tight shot of her computer showing the Banaue folks, we have a nice continuing shot of these same folks now viewed from a wide screen being shown in the Makati office’s newsroom. The editor congratulates our lady reporter: “Good job. Next project!”
Director Limchoc, as if to give credit where credit is due, quickly brings in one final shot of the product with “Level Up Na: Tibay na Pang-Adults.”
Great collaboration among Nestlé, the creative folks of Publicis, and Film Pabrika production team at their best.
Credits. Client-company, Nestlé Philippines, Inc.: Jojo Dela Cruz, business executive manager; Paolo Mercado, marketing and consumer communication head; Jayel Ladioray, creative services head; Robby Afzelius, lead consumer marketing manager; and Jasmine Maniquis, consumer marketing manager.
Creative agency, Publicis Manila: Matec Villanueva, chairwoman and CEO; Alistair Wood, chief creative officer; Paolo Fabregas, executive creative director; Reinard Santos, associate creative director; Angela Mendoza, senior copywriter; Amanda Cruz, copywriter; Josef Olaybal, visualizer; Je De Asas, associate creative director;
Marlen Del Rosario, division manager; Pamy Hernandez, business unit director; Meg Racho, account director; Christina Toledo, senior account manager; Malou Betco, strategic planning director; and Mark Dehesa, strategic planner.
Production Team: Joel Limchoc, director; Christine Blando and Chris Pasturan, assistant directors; Jem Lim and Danise Talaba, producers, Just Add Water; Adelina Leung, set Design; Enric Munchua, casting; and Marivic San Juan, executive producer.
Production House, Film Pabrika.
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
