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.