This widely-circulated video of thephilippinestm™ uses Charlie Brown by Coldplay as its background music. It has already "premiered" in the famous New York Times Square, where it definitely got the attention of the passers-by. This joint project by the biggest advertising names in the country which includes PublicisJimenez Basic and Campaigns & Grey could be the biggest and best tourism campaign the country has undertaken.
Thoughts:
- Fresh!
- Philippine Airlines-type of tourism campaigns is so '80s.
- I have to give credit to it for really highlighting the natural beauty of the Philippines, but the advertising style is outdated. Moreover, Malaysia Truly Asia uses the same basic concept. So as Uniquely Singapore and Amazing Thailand.
- This brings me to my next point...
- People love pop culture.
- It was just right that they used a song that is easily recognizable. It's a freaking Coldplay song, need I say more?
- Gist: They're a hit-producing, Grammy-winning group with a cult following. Their songs can be easily recognized with its catchy tempo and relatable lyrics.
- Also: a version that used 30STM's Kings and Queens and another which used Teach Me How to Dougie.
- Superb editing!
- The lyrics that accompanied the "same-day edit" visual really worked and clicked for me.
- Strong and catchy tagline!
- "Change the way you look at a nation" implies something drastic (in a positive way) will come that will erase the negative image this nation has to others.
- Clever concept of branding!
- Brand: Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Basically, what makes the Filipinos and the Philippines stand out from the rest.
- Yes of course Malaysia, Thailand, and our neighbors have pristine rivers, white-sand beaches, spectacular land and water forms. We have those too: Boracay, El Nido, Palawan Underground River, etc. But do they have a Lea Salonga, a Carlos Celdran, a Manny Pacquaio, a Cristeta Pacia-Comerford? As the cliche line goes, "Perhaps a country's best asset is its people."
- Do they have an Intramuros or a Univeristy of San Carlos? Were they able to make the I Love You virus, the most virulent computer virus ever? These are some of the things that make the Philippines THE Philippines.
Whatever purpose this video may serve (but I do hope this is part of the Department of Tourism's latest international tourism campaign), it surely rekindled the Filipino pride that was slowly dying inside me. I have high hopes for this campaign. This will deliver, I am sure of that.
No comments:
Post a Comment