Ads & Ends
Nanette Franco-Diyco
I MUST CONFESS that my tolerance for even the most common pain is zero. At the slightest hint of oncoming pain, I immediately reach for a tablet or two of any of my favorite painkillers.
So when I interviewed Publicis Jimbasic account supervisor Anna Manuel about the three newly launched TV commercials for Unilab’s painkiller Dolfenal, I told her that the masochists who wait till their pain turns intense before hunting for a cure should be enlightened by the triad.
I like the staging of all the 15-seconders, all targeted to young adults or slightly older adults. They’re all enjoying life to the hilt — except during the times when pain strikes. In the blink of an eye, the joyful moments turn dreary.
The tonality of the materials project throughout a fun life, thus highlighting in contrast the pain being suffered by the main character. And I like each separate commercial devoted to one distinctly different pain.
Film director Nihk Vergara treats it lightly so that you are able to easily get into the fun aspect of the story first before he speedily makes you ache for the character in pain. And then, voila, the person is cured and returns to the scene just left, now utterly filled with all the trimmings of enjoyment.
I appreciate the total absence of a scene of the sufferer actually taking the pill with a glass of water in all three commercials. Instead, the narrator exclaims, “Kill the pain, not the joy, with Dolfenal.” And a hand quickly juts in and out of frame holding the pink pill. I have never liked dramatizing a product in use when it comes to taking medicines! I think one ought to dramatize pleasant things — and taking medicines is far from pleasant!
I must congratulate the scriptwriters who are able to weave the problem and solution story fast after introducing a joyful scene. All three still give you a happy ending, solved by Dolfenal of course. Simplicity is the key to a good commercial.
One version for dysmenorrhea opens with the Big Boss solo. “Pinatawag ka ni Boss. May promotion ka. Sariling kwarto, secretaria. Naks, front page! So what — may dysmenorrhea ka pa rin! Kill the pain — not the joy, with Dolfenal. Para laging good vibes with Dolfenal.” (The Boss calls you in. You’ve been promoted. Your own room and secretary. Front page news! So what — you still have dysmenorrhea!… Its always good vibes with Dolfenal.) Very fast paced, good acting dramatizing the narrator’s spiel. Take a bow, art director: The final frame showing unmoving characters, the boss, secretary, and the joyful just promoted executive seated atop her grand mahogany desk in her brand new room is the epitome of success! Fun!
Another version opens with a beauty queen, crown and all, who has prepared a fiesta of food for her boyfriend, complete with basketball coverage that he is supposed to relish watching. The boyfriend has a bad toothache.
The third version shows the young woman surrounded by her favorite gym instructor and a couple of guys out to exclusively entertain her as she lounges by the pool in a six-star hotel. She has a screaming headache.
The format is deliberately identical to that with the newly promoted executive: Narrator tells the story. Actors and actresses dramatize as narrated. End of story: “Para laging good vibes with Dolfenal.” Simple and clear. Fast paced, the presentation of problem and solution remains light-hearted and fun throughout.
You somehow don’t get tired of watching this bunch of commercials.
Take a bow, Unilab and Publicis Jimbasic. Good collaboration all around.
Credits: Client — Company: Dolfenal, Westmont Pharmaceuticals, Inc.; Group Product Manager Vanny Rono; Product Associate Nizel Asilo. Advertising Agency — Publicis Jimbasic; Executive Officer Katie Santos; Account Supervisor Anna Manuel; Executive Creative Director Trixie Diyco; Creative Director Bia Famularcano; Art Director Auti Nones. Production Team — Director Nihk Vergara; Producer Leo Mendoza Production House: Indie.Go
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.
