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.