Ads & Ends
Nanette Franco-Diyco
I’M IMPRESSED with the arsenal of television commercials by Blackpencil Manila for Great Taste Coffee. Talking with Universal Robina Corp. vice-president for advertising and communications Patricia “Tracie” Go this week, I discovered that the current duo of TV commercials starring “acclaimed actor and certified box office hitmaker” John Lloyd Cruz are actually part and parcel of the big campaign build-up for Great Taste Coffee that began in May.
This big campaign build-up also starred (in a really BIG way!) John Lloyd Cruz in a stirring 90-seconder telecast over major networks for a limited full week. It was my pleasure to catch it on YouTube right then and there.
I complained to Tracie that one week for such an impactful piece of material was too short a period for enough people to get to enjoy it. It was of course obvious that a 90-second TV commercial was about thrice the cost of the usual 30-seconder. (You do the math: If a 30-seconder would cost P300,000 each time you air it, how much would you have to cough out if you choose to air a 90-seconder on TV with sufficient frequency?!)!
So, you catch it on YouTube.
Sue Ann Nolido, vice-president and account management director of advertising agency Blackpencil, revealed that “Fan of Great” is the new spot for Great Taste Coffee which continues on the platform to inspire people to go from good to great.
“This time, the campaign has an endorser who himself can be considered great: John Lloyd Cruz. But the story that the campaign told was not about this movie star’s greatness. It was about how he was as a person who took note of the greatness in others around him.”
I like the inspiring thought of each of us exerting all our efforts, struggling day in and day out to do great in whatever we do. Tracie said it’s greatness in little things. Spot on.
Blackpencil’s creative team did well in covering the big dramatic greatness of firefighters, the artistic greatness of musicians and performers, and a provincial school with the virtue of helpfulness all around.
Director Stephen Ngo followed, in different angles, John Lloyd admiring precisely the greatness of ordinary people in a myriad of ordinary situations perfected by their goodness. I like the contrast of the tallest buildings being constructed and a lowly schoolhouse from ground level.
Then we are shown John Lloyd in his home, peacefully ending the hectic day by enjoying a cup of coffee.
Kat Limchoc, Blackpencil executive creative director, described how personally involved the actor was “as his real person.” He shared with them how he was a great fan of visual artists, film makers and musicians. “The set was meant to look like his house, with more than 20 paintings from his own collection, works of artists that he admired.
He even curated how they should be displayed so that his favorite ones would be showcased in the shots.”
The creative ending in the 90-seconder smacks of marketing effectiveness: “Sa lahat ng ito, fan ako. Pagdating sa coffee, I am a believer in this greatness. There’s good coffee… then there’s Great Taste Coffee.”
Take a bow, URC, Blackpencil and Director Stephen Ngo for a great collaboration.
Credits. Client-company, Universal Robina Corp.: Patricia Go, Vice-President, Corporate Communications. JG Summit; Ed Canta, SVP and BUGM — URC BCSG; Julius Flores, Marketing Manager for Powedered Beverages; Baron Magtanong, Senior Brand Manager; Bianca Parungo, Senior Brand Assistant; Pamela Cruz and Kaiser Chan, Brand Assistants. Ad agency, Blackpencil Manila: Accounts: Sue Ann Malig-Nolido, VP, Account Management Director; Grace Consolacion-Marfori, Account Director; Nicole Sacdalan, Account Executive.
Creatives: Kat Limchoc, Executive Creative Director; Paolo Salcedo,Creative Team Head; Roz Patiño, Creative Team Head; Nico Zapanta, Creative Team Head. Production: Slingshot: Steve Vesagas, Broadcast Producer; Miguel de la Peña,
Associate Broadcast Producer. Production: Pabrika: Anafe Manuel, Executive Producer; Stephen Ngo, Director; Marjay Maghirang, Line Producer; Adelina Leung, Production Designer; Leslie Garchitorena, Director Of Photography; Christine Blando, Assistant Director; Me-Ann Ballesteros and Rene Mil, Production Managers. Enric Munchua Casting Director.
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.
