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
