Ads & Ends
Nanette Franco-Diyco
“HUNDREDS OF AUDITIONS, three tries to win the crown,
Now I’m here!
“All my life, I find ways to make it. So when it comes to my finances, I need a bank that can find ways for me…”
Miss Universe Pia Wurtzbach gracefully enters frame and tells the TV viewers succinctly how all her life, she herself finds ways to ultimately succeed.
She’s immaculately dressed in a white day dress, her hair just as casually down on her shoulders, with very little makeup. The setting itself glows in formal whites and gray tones, adding to the elegance — and we discover much later on that the entire commercial was shot in the elegant surroundings of the new Conrad Hotel.
It’s a beautiful commercial for Banco De Oro (BDO), produced by Publicis Jimbasic — very glossy and elegant, with no trace of artificiality.
Director Carlo Directo precisely wanted it that way. He directed that Pia should just leisurely talk to camera, as though she were intimately unravelling herself to a friend. And this heart-to-heart sincerity projected well from Pia, “who has worked hard for her success and now has the partner who will work hard to achieve what she wants with her finances.”
Director Carlo was all praises for Pia, who read the script and quickly imbibed how she was to deliver it as she glided to the sofa, comfortably continuing to chat with the camera.
Cinematographer Boy Yniguez did wonders, softly lighting the elegant space carefully selected in the high-end Conrad Hotel.
Francis Inton, Publicis Jimbasic copywriter, deserves a pat on the back — her segue from Pia’s personal life to BDO’s strengths sailed smoothly and credibly, given the limited time of 30 seconds.
“…Ways to make my earnings grow,
Ways to find me a new house,
Ways to help make my future secure,
Ways to shop anywhere with confidence.”
You can truly believe each of these are what someone the likes of Pia would be searching for in a bank. She’s still young but fully mature and experienced, she can project that she’ll be achieving greater success in her future, and she can presently enjoy herself with shopping. Good casting here.
So, when she ends her spiel with “I’m glad I bank with BDO,” the target market realizes that BDO can indeed be one of her banks.
If true-to-life action, especially among mature, responsible consumers, start with attention, then goes to interest, then desire, and finally, increased desire goes to action, I think this BDO commercial hits the nail on the head.
Take a bow, BDO, Publicis Jimbasic, and Film Pabrika.
Credits. Creative agency, Publicis Jimbasic: Tats Cruz, managing director; Sam Ilingan, group account director; Ira Casas, account supervisor; Brandie Tan, executive creative director; Joel Eudela, art director; Francis Inton, copywriter. Production: Just Add Water Productions: Jem Lim, senior broadcast producer; Denise Talaba, associate broadcast producer; Herv Alvarez, trainee. Production house, Film Pabrika, Inc.: Carki Directo, director; Boy Yniguez, director of photography; Anafe Manuel, executive producer; Dinty Bernardo, line producer; Robert Manalaysay; Adelina Leung, designer; Aldo Directo, location manager. Post house, Central Digital Lab. Majo Padora, post producer.
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.
