Biolink “Baptism”

https://m.youtube.com/watch?v=xGqCiJvGWOA

Title: Baptism                                                

 Product: Biolink                                            

            Duration: TVC 30s                                                

            Agency: BBDO- Guerrero Ortega                   

 Date: September 10, 2004 
 Director: Jun Reyes
 Advertiser: Splash
 Producer: Leo Mercado 
 Production House: Unital              

           

  This commercial first aired in the Philippine television on 2004. The scene showed white skinned couple on the middle of a ceremony for the christening of their child. The priest then got a bit confused because the child is dark-skinned unlike his parents who both have fair complexion. Unknown to the priest, the mother originally has a dark skin tone but because of biolink, no signs of being dark can be seen on the mother. It really showed an extreme transformation on biolink’s user more specifically the mother. The commercial was able to portray how effective their soap was in terms of whitening. This video caught attention by using a racist message which says that having whiter skin is better than having the natural Filipino skin. Since most of the Filipinos long for whiter skin, this commercial probably made its mark upon viewers’ mind. But the fact that the commercial is only trying to send its message that using biolink soap will really work through using it daily than its racist meaning.

  In terms of the advertisement’s four qualities, it attracts attention by using realistic and obvious color differences more particularly with the skin tone of the both sides of the family. It has shown comparison and distinction. With regards to words used, the characters normally did what commonly happens during a christening. No words are needed to show biolink’s effect, the agency was already able to communicate it visually. The commercial’s propaganda had the aim of persuading it viewers through the use of their tagline “Naturally Whitens Skin”. Just as simple as stating what the product really does made it easier to understand the main message of the advertisement.

This commercial basically used the humor strategy of advertising, especially on the part when the priest reaction has shown confusion and somehow surprised. The use of the product itself was used in a funny way.

                                                                

Coca-Cola: The Happiest Thank You

https://www.youtube.com/watch?v=H9LGBBWTGgk

Title:  The Happiest Thank You              Product: Coke

Duration: TVC 191s                               Client: Coca- Cola Company

Agency: McCann Worldgroup                Uploader: Coca- Cola

Director: Paolo Villaluna                         Date Published: September 11, 2014

                                                                       

This commercial is a documentary which features how Filipino’s say thank you to their fellow Pinoys who have been part of their everyday lives. We Filipino’s were used to call someone we don’t know using general terms like “Ate”, “Kuya”, “Nanay”, “Manong” or “Totoy” instead of their real names especially when we say thank you for their thoughtfulness or care.

            In this video different individual from different life situations were interviewed about special anonymous person that they encounter in their daily life whom they appreciate the most. So in relation to its campaign the company had the genius idea of incorporating those individual’s names in a bottle of coke and give it to them personally as a gift and a sign of gratitude. This is in connection with what Coca-Cola tries to do which is to make people feel nice so it has been targeting even with its past commercials the emotional ties of its audience through the use of touching real life situations which appeared to be little things but makes a big difference.

 Through this emotional and heartwarming video, Coke Philippines was able to cleverly combine Filipino’s thoughtfulness and Coca- Cola’s marketing genius. The company used this Filipino-trait of using general names together with their campaign Share a Coke to call our attention and show us that we can care by giving a surprise coke as a way of thanking those hardworking and thoughtful individuals who were close to our hearts. After all, “The thank you that makes us happiest is the one with our name.”

            For me, this commercial has been really effective in a way that Coca-Cola intended not to target only its existing consumers but also those who weren’t interested in their product. People are fond of seeing their names on things; this is the power of one’s name. People can possibly by the product not because of its taste but because their names were on it.

Oreo Wonderfilled commercial

https://www.youtube.com/watch?v=XFsZ6BO4LU0

Title:   Oreo Wonderfilled                          Product: Oreo

Duration: TVC 90s                                   Client: Oreo, Mondelez International

Agency: Martin Agency                            Uploader: Oreo Cookie

Director: Dave Muhlenfeld                       Singer and Composer: Adam Young of Owl City

Date: May 23, 2013                                       

                With this New Wonderfilled campaign, the brand wanted people to see a new sense of surprise by showcasing a highly cheery animated commercial set with a jolly track showing how historically morbid characters like big bad wolf, blood sucking vampire, white shark and a giant squid would take a turn for the right basically with the help of Oreo (classic Crème- centered cookie). The commercial was formed from a very simple idea of how something as small as oreo cookie can cause someone or something to change by having positive perspective.

            This commercial was said to be an adult campaign. According to Miss Janda Lukin, Director, Oreo at Mondelez International, Inc, it is the adult audience which they’ve been aiming to attract for the commercial because for her, kids already have a sense of wonder in how they see the world, but adults have to be reminded of that.

            The purpose of the commercial is to remind its target audience the wonder of seeing the world in relation to Oreo’s experience. They have incorporated childhood figures which naturally portrayed gloomy imagery which Oreo wondered to change. And with the commercial aim of reminding customers then I must say they are already in their maturity stage.

            It is also noticeable that they keep on repeating the word “Wonder” in their visuals so as with its track. For me this is a way of reminding people of their tagline Wonderfilled that if someone eats oreo, he/she will be immersed in a world of wonder. The commercial has been effective in making a new story in the consumers’ mind. I myself wondered what it could have been.  It was also able to communicate a positive feeling despite the characters natural depiction. It had shown love instead of hatred and care instead of selfishness.

            With regards to the four qualities which made the advertisement, the colors used were very warm and inviting cause when I actually saw the colors made it more engaging and appear joyful. Even the characters used were very entertaining not just for kids but for all ages. One would also see that though the visuals were not professionally drawn it is still attractive and maybe it became one factor to show things normally. It’s been like I am just watching a cartoon story instead of a commercial. It’s not informative but transformational. The scenes were very unpredictable which made it more interesting to watch. I must admit that the melody and lyrics of the song used made me love it more. It made me crave buy an oreo and wonder about things.

                                                Bic Wite –Out Print Campaign

Based on what I have read the idea behind using Wite- Out is to fix things. This advertisement was said to be created in relation to all societal problems existing specifically in Kenya such as crime, poor infrastructure, poverty, lack of education including that of economic problems. Series of this print advertisement was actually created by Kenyan agency Flametree.

This advertisement caught my attention because it is a comparison of two images which seemed to be the same during the first glance but when I tried to center my attention, I’ve eventually seen the difference. Making mistakes is just a part of life but what wite-out says is that through using the product there is still chance to correct what was done wrong but we all know that it is only applicable to writing errors. The agency was able to successfully illustrate its product purpose through presenting current issues being faced by the country it is operating in. It is like an advocacy type of advertisement where it is stating the product’s purpose for the intention of making sales from it.

As you can notice it has its tagline, “Make it Right” next to the product itself which matches perfectly what is shown in the illustration. It shows a street kid who was deprived of the chance of being an educated individual and by using wite-out correction fluid; the can was turned into a book which means the life of the child was already corrected. Good word choice, I must say which made me more interested in analyzing it. It was very simple, not much effort was obviously exerted upon in presenting it yet the impact was undeniably effective and direct to the point.

It has used the transfer or emotional appeal, a type of propaganda which uses words or pictures which appeals to individual feelings. The aim of this technique is to transfer positive feelings or desires using a product. Just like what this advertisement portrays, that if someone will use the product then all things which were done the wrong way could still be corrected.

Mainly its target audiences were from Kenya. This advertisement had surely been a great factor for the products’ sales. Being able to convey what happens in reality made the product more interesting and attractive.

                                            Chupa Chups (Its Sugar Free)
                                                    Print Advertisement

           This is one type of product advertisement which used print advertisement to communicate its message. It consists of a tagline below the brand logo,”Chupa Chups” which says “its sugar free”. It clearly shows that the purpose of this advertisement is to inform its market that Chupa Chups has a sugar free version of Lollipop which implies that the product is upon its introduction stage.

            What I’ve noticed during my first glance with this advertisement is not merely the ants but the main product itself because its color is of its high color contrast with its background. Next thing which I’ve seen in detail were the ants ignoring the lollipop because we normally knew that ants are usually attracted to sweet things and because the message of this advertisement is that the lollipop is sugar free then the ants acted as if it is just a thing which they have to pass by on. The advertisement was able to portray its message appeal int a humorous way because the usage of chosen characters were used in a fun and exciting way still trying to remain the nature of the subjects meaning it happens I real life and not just a fiction which for me was effective in getting my attention. This ad really made a bold statement that ants do not want the lollipop as it is not sweet. Seemed ridiculous right yet simple and direct to the point. It was cleverly made and was very uncommon. What I usually observe with companies trying to advertise healthier version of products is that they will cite things about what a healthy man should eat and have on their body. They focus on dealing with terminologies which most people would not even mind. They will sometimes make people feel bad about being overweight or unhealthy and then offer a healthier version of a product which on the first place made the people unhealthy. For this reason the sense of the message is going far from being clear and focuses more on citing their competitors’ flaws or their distinction rather than their product’s benefit which is the main point of their advertisement.

            In terms of the of this advertisement’s attractiveness the usage of colors was very clever that it really catches attention of the viewers right at their first glimpse. Other than the picture itself, the logo turns to be very attractive for me. Its color, design and font made me remember my childhood days. It is just so adorable, childish and cute. And another thing is that studies have shown that red and yellow have proven to induce more a response in advertisements.

 In the matter of words chosen, there is nothing much simpler than stating that the product is sugar free. Everyone will understand immediately what the advertisement is trying to portray and this is what I really love about this advertisement. It is not wordy yet everything is communicated by just looking at the image.

The target audience of this advertisement was individuals who have diabetes, health conscious, and those who wanted to keep fit and are really longing for something sweet to eat, this advertisement would actually create desire. It shows neither positive nor negative implications. Its only purpose is to inform people that they have a new product offering.

The Girl Initiation (Chippy Commercial)

https://www.youtube.com/watch?v=M1kP1Cgx2Vw

 Title: Initiation                                                   Product: Chippy

 Duration: TVC 30s                                           Client: Jack & Jill

 Agency: Harisson Communications                 Producer: Jho Moya

 Prod. House: Filmex                                        Director: Henry Frejas

 Colorist: James Ecito                                       Editor: abl

 Suite: Smoke 1                                                Date: April 5, 2010

                       

            This commercial is about a girl who wanted to hang-out with a group four of men but was asked first to pass an initiation. The set-up for this commercial was said to be filmed in the grounds of UST.

Message:

As what I’ve noticed they have used Chippy for the initiation to serve as the binder of the beginning of new friendship, that before someone could join their group, a pack of chippy should take part. The relevance of this concept falls in the concept of peers and friendship. What does it mean if there are many hands in just one pack of chips? For me this means friendship. Most of the good times are being shared together and Chippy is being communicated as something which should be shared by peers while doing different kinds of activities which include bonding and ties friendship. In terms of cultural impact, we Filipinos are known to be warm individuals; we are very hospitable and care about our friends very much. We know for a fact that when it comes to friendship we wanted to know if the intention of our friends is good or he/she is just playing with us. This is presented in this commercial specifically in the part where the guy, doesn’t want Ana to be in the group so he made are rule which he thought would be impossible for Ana to do. But then he was amazed that Ana really did it. Hence, he has no right to object and finally accepts Ana as a new member of their group.

Media:

           

            This commercial is executed for exactly 36 seconds in the form of Television Commercial. It was uploaded in Youtube on June 20, 2010 by Ms. Budjette Tan, one of the DECD official in the production of the commercial.

Strategy:

           

The Strategy here is that people are aware that when we talk about snacks, most of the appropriate concepts applied are mostly about friendship and relationship. This gave groups an idea on how a simple snack could be a binding force in building friendship. With also the use of a scene which a girl would not usually do has made the commercial left an indelible mark in my mind. It was really unpredictable and unconceivable which made every moment of the commercial a much awaited one. 

FITA Commercial (I Hate Me)

2008

  https://www.youtube.com/watch?v=t_HrcY8AWhg

Message:  

If you don’t want to break up with your girlfriend the break up with yourself, Meaning give up your addiction with FITA Crackers if you can. But in this commercial the winner has been the irresistible cravings for FITA.    

The commercial shows the audience how much the guy loves to eat FITA with cheese spread even if it would cost his time of meeting his girlfriend. You can notice that nearing the end of this commercial when the guy arrived late on their meeting place, he took the chance to speak first before his girlfriend says the same line over again. This means that he’s been doing this attitude of being late for maybe many times because he have already memorized what her girlfriend is about to say. This commercial only implies that even a man would rather choose eating FITA than prioritizing to see his own girlfriend. For me, this has been a witty presentation of how delicious FITA could be that even relationships are meant to be sacrificed by the guy. It must be a bit exaggerating yet it turned out to be the best way to market FITA in a different or distinct way than its competitors.

Media:

          

         It was uploaded in YouTube on June 15, 2008 with a 32 seconds airtime and normal speed time.

       They have presented through the use of mass media which is specifically the television, even the actors chosen was presented as for the mass not only for limited number of individuals.

        I must say that this commercial is included in the "personality identity" aspect of media theory Uses and Gratification explaining what people should do with media because it gives reinforcement of personal values, it became a model of behavior, and it gained insight into oneself.

      

Strategy:

 This FITA Commercial illustrated and incorporated one of the Filipino behaviors called Filipino Time, which we all know for most of the Filipinos are frequently late comers.  This can possibly affect people’s reaction when someone is late, that maybe he/she have eaten FITA. Somewhat ridiculous but this happens in the real life. This is one of the best ways of making FITA unforgettable amidst the negative inference of being late. That whenever someone is late one person would remember FITA.

FITA Commercial (Kahilingan)

https://www.youtube.com/watch?v=s-vVolAswxU            

The commercial shows a man with a pack of FITA and eventually he has only two pieces left. When he was about to eat the last two pieces, he saw a girl sitting beside him who looks like she wanted some, so the man gave her one piece. Then when he was about to munch the last piece an old woman asked for one piece also. Instead of giving the whole piece, the man only gave half of his biscuit and ate the other half. The old woman turned to a fairly abruptly and granted the man with a wish for being kind. Without thinking that much the man asked for a red sports car and it was granted immediately by the fairy but also in half. This is a product of M.Y. San Corporation which is one of the leading biscuit manufacturers in the Philippines. It was created by Lowe Makati advertising agency and was released October 2003.

Message:

            The message as what I can see is that if you would give someone with anything it should be in whole so that when you get something in return it would be also in whole. I remember then when this commercial was freshly released on Television air, whenever I see a beggar asking for money I remember FITA. For me what FITA wanted to say is that if you see a beggar you should give them FITA instead of any biscuit product because maybe something miraculous can possibly happen and that the next time around try giving them the whole pack of it because if with just a half of it something unbelievable happened what more if it is in whole pack. All FITA commercials have the same concept which is “all for FITA”. It was shown in the commercial that even a fairy would act or transform to being a beggar just to have FITA.

Strategy:

            As what I have noticed the commercial became famous because of its humor. Me as a person usually remembers those commercials which use humor in positioning their brands in the mind of consumers. The commercial delivered an impressive way of entertaining the audience to influence them in buying the product. It would be less effective if it will show force of selling that is why I think this commercial was really influencing. Aside from humor it is also a dramatic scene and most people are pitiful that is why maybe it caught their attention adding its humor resulted to a well thought commercial. It’s a witty commercial for aside from persuading people to buy during the product’s growth stage it has also communicated a lesson which is “What you give is what you will receive” so in everything we do we should give what is best so that the return will also be great. It also showed the importance of sharing and giving.

Medium:

            The focus in this commercial is the brand advertising by building long term identity and image. The commercial was aired on the Television. Through mass media it aimed to reach huge number of audience