Ads & Ends
Nanette Franco-Diyco
DURING THE final week of the year just ended, I asked Raul Castro, chairman and CEO of McCann Worldgroup Philippines, what adwork the agency produced during the year that was a real sparkler for him.
Without hesitation, Raul cited the agency’s production of the Bear Brand Adult Plus digital ad, launched primarily for Labor Day and which is still running today.
I downloaded the material with excitement. And truly, it is profoundly inspirational while effectively marketing the new variant of Bear Brand milk targeted to adults.
The whole material is in Tagalog and uses what is called “spoken word.” Wikipedia defines this as an oral art that focuses on the aesthetics of word play and intonation and voice. “It is a ‘catchall’ that includes any kind of poetry recited aloud…” In this ad, the spoken poetry was written and performed by Juan Miguel Severo with brilliance.
Creative director J.C. Javellana said, “Every working adult burns out or breaks down at least once, but it’s the gritty ones that rise and surface stronger.”
Javellana revealed that the agency developed digital content through Facebook posts, TVC, YouTube videos, and Tweets to positively show that despite everyday work challenges, Bear Brand Adult Plus is there to help them overcome, succeed and level up at work.
The commercial opens with a panoramic shot of the city with the headline, “Ilang beses ko nang gustong bumitaw. (How many times I have wanted to give up).” Then follow those times beautifully acted out by workers all over the city. The viewer feels that the shots are of real people laboring hard, busily pursuing respective goals.
“I wanted to give up so many times, but somehow, I keep holding on.
I know exhaustion. I know pain. I know bitterness.
The irritation that comes when trains stop working.
The long lines that make waiting frustrating,
The sea of cars that stop moving and ruin our mornings…”
And it goes on, with really dramatic shots of the difficulties the ordinary worker battles with every workday.
Towards the middle and up to the end of the commercial, the much-needed motivation and reminders of goals are timely:
“You gave all this effort, and you still fall short. I know there are days when you want to give up, but don’t.
Remember why you started. Remind yourself why you’re doing this.
Because if you find even a flicker of the fire you had when you started, then you can keep going on. Know you’re not alone.
Hold on to everyone that’s important to you…”
“Tomorrow, the sun will rise again and bring more challenges to you.
But treat them as blessings.
There’s a better life ahead of us, and it’s calling out to you — go welcome it.
When you’re about to give up, that’s when your toughness levels up…”
Director Joel Bohol did wonders with well chosen angles for his visuals, pacing them with a distinct flow, which segued with precision from one problem to the next. The equally strong yet very formal clear delivery of Severo’s poetry as the workers and the vehicles zoomed past him lifted the material to creative distinction. You see Severo delivering his poetry as he rodes a jeepney flanked by workers; you see him actually lifting plywood planks with a worker in a construction site as he continues his spiel.
Most importantly, as articulated by Javellana, the campaign was able to create a clear distinction on what makes Bear Brand Adult Plus more fitting for adults. It has also achieved relevance to young adults’ life — a brand that can be their source of tibay (strength) when the going gets tough at work.
Indeed, it was a beautiful tribute to the Filipino worker during Labor Day. But come to think of it, the material still strikes the hearts of the adult men and women in any field of work at any time of the year.
Kudos to the McCann and Nestlé Bear Brand Adult Plus teams!
Credits. Clients: Jojo dela Cruz, Willy de Ocampo, Jas Maniquis, Jayel Ladioray.
McCann-MRM: Accounts: Cris Partosa, Yvette Tan, Jala Pascua; Creatives: Budjette Tan, executive creative director; JC Javellana, creative director; Adrian de Leon, copywriter; Giselle Bautista, art director; Social team: Arjohn Yabut; Carl Jao; Strategic Planning: Edeliza Virata. Spoken Poetry written and performed by Juan Miguel Severo. Production house, Big Boy Productions: Joel Bohol, director; Aldous Pagaduan. Sound production: HIT Productions.
Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, teaching communications at the Ateneo de Manila University.
