Ads & Ends
Nanette Franco-Diyco
An iconic brand — a heritage brand — Dari Creme, is now back on our TV screens after years and years. I do hope you catch this relaunch TV commercial produced for Magnolia, Inc. by advertising agency, Publicis Jimenez Basic.
The commercial brings the viewer to a breakfast scene where the cutest five-year old boy immediately catching your attention. He is agitated but still absolutely outspoken, complaining to the family: “Sama ng gising ko! Late na akong nakatulog — 9:00! Meron pang nagpatay ng router, eh nagdadown load ako!” (I woke up so badly! I had slept so late, 9:00. Someone had turned off the router when I was still downloading!). He’s completely out of wack! Good acting, too!
The cast was well chosen. They are a very good-looking bunch and could well be a true-blue dad, mom, and kids comprising one happy family.
Kudos to the marketing team that courageously approved the word “router” in the script — and in so doing, communicated in a jiffy that this family is indeed up-to-date and living in our digital world.
Publicis’ Blanca Bautista, business unit head, said that the tagline “Pinipili ng Mapiling Ina” (the choice of choosy mothers) has been Dari Creme’s tagline for years. “In this latest material, mom shows how even the most endearing upset child can be delighted by the right food choices, namely Dari Creme on hot pan de sal.”
The little boy’s acting is incredibly believable. I focused on his enjoying his hot pan de sal after Mom dabs some Dari Creme on it. He chomps on the bread with gusto, wiping off the extra yellow spread off his cheek. Yummy!
The script was decidedly simple, allowing the boy to be the big star in the TVC, while the rest of the family built him up. Good writing job.
Brand manager Gracia Kalam revealed that Dari Creme is the market leader in the yellow spreads category. I like her description of the target market as working moms, which she termed “momkada” — meaning that the mom is part of the children’s barkada (gang) — instead of the authoritarian mom.
She stressed that Dari Creme is to drive category growth by gaining new users. It is undeniable that the product has held Filipino mothers for ages past as loyal users. Today, the target market embraces the 25- to 35-year-old moms as well.
Kalam expanded, “It’s really the perfect spread on a hot pan de sal because it brings out the taste of the hot pan de sal rather than just being a filler.” I like the choice of the word “haplos” (gentle massage) as the mother’s term for dabbing Dari Creme on pan de sal. It aptly dramatizes a mother’s love.
Director Chris Martinez had appetizing casual close-ups of hot pan de sal being passed after Mom had patted each with Dari Creme. Veteran food stylist Lydia Go crafted this as only she can.
This happily interrupted the little boy’s litany of complaints as he perked up with anticipation, gleefully asking, “Dari Creme ba ‘yan?!” Great moment of illumination, you might say.
The commercial ends with the boy exclaiming a heart-warming compliment to his mother, “Suwerte ko talaga sa iyo, Mom.” (I’m so lucky to have you, Mom). Of course it’s a cleverly childish way of praising the mother’s choice of Dari Creme. Call it creativity effectively working with marketing.
Laudable partnership here between Magnolia, Inc. and Publicis Jimenez Basic.
Credits. Client-company, Magnolia, Inc.: Victor Patrick Gutierrez, VP for marketing; Gracia Kalam, brand manager. Creative agency, Publicis Jimenez Basic. Account management: Tats Cruz, Anca Bautista, Lisa Infante. Strategic Planning: CJ Jimenez, Bubbly Encarnacion. Creatives: Trixie Diyco, Kulas Abrenilla, Elvin Julian, Nikki Paqueo. Producers: Datu Gallaga, Julia Templo (Just Add Water). Production house, Straight Shooters: Director Chris Martinez.
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
