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.