Advertising agency: Leo Burnett Manila

One of the best commercials early this year in the Philippines is the TV advertisement of Camella Homes featuring a very cute kid and a catchy song. For some time, my mom and I were debating if the kid was a boy or a girl. After watching a game in Eat Bulaga featuring Filipino commercial endorsers, I found out that the bulilit kid was indeed a girl. (Yeah, kinda embarrassing I didn’t notice it was a girl.)

And who is the kid? What’s her name? It is Trisha Luise Canete, or more known as Chacha Cañete.

Camella Homes is a real estate company providing affordable homes in the Philippines. Their advertisement shows how a young girl was used to in moving inside their small house/narrow space, but since her family now lives in a bigger house, she doesn’t need to move like that anymore.

Here is the lyrics of the Camella Homes jingle:

bulilit, bulilit sanay sa masikip 
kung kumilos, kumilos ang liit liit

bulilit

kung kumilos ang liit liit

meaning of the Filipino words:

bulilit = small kid

kumilos = move

sanay  = used to

masikip = narrow

liit liit = very narrow / very small

The video below has the clip of  Chacha’s appearance in one of Eat Bulaga’s game.

Definitely out of logic. Morning breath is as natural as booger in your nose, there is no way you can actually prevent it not even staying awake all night. But as you see in this materialistic world we live in products are being made out of want and not of necessity—blame it on capitalism.

A smile in the left corner of your lips might be the consolation of this ad and nothing more. These two childish couple looks more artificial than they appear. Real couple doesn’t care about morning breath. Real couple showers together. Oh, well thank God it’s just an advertisement. This one stinks like a morning breath.

This is indeed a graphical presentation of social awareness campaign, specifically directed to speed driving and the consequences behind it. Many lives are lost and dreams shattered just because of a simple carelessness on the road. In a blink of an eye, accident happens whether you are in a road or not.

The ad/campaign could have been more subtle in their approach but the graphic presentation is understandable given the powerful and alarming situation the world is in when it comes to accident and the lives lost through nonsense act of carelessness and apathy. Sad but true, if this ad will not move you nothing ever will.

Very emotional and moving ads. Words are not enough to describe one’s feeling upon seeing this ad everyone feels a little bit uncomfortable and sad about this. The message is very effective and the way the ad was being presented is so emotional and heart-warming.

The girl on this ad is precious; she acts naturally—actually not acting at all. No spoken dialogue can be heard but the music and the camera shots and angles make it all happen. The Picturesque representation of the story, though only in 51 seconds capture the essence of life, and how the little girl cares for her loved one. Classic indeed, worth watching over and over again.

Powerful yet scary. No wonder this ad won eight awards in Cannes. The team who made this ad deserves such award. In a 45-second commercial, they manage to squeeze in a tight and relevant topic of safety and death. A topic that would spell disaster to an uncreative hands.

I mostly like the way the car bump into a tree. They managed to convey that without showing the car and the graphic display of the terrible accident. The computer graphic effects of the spirit getting out of the body is just awesome, as well as the chant music that goes with it. The color and the ambience of the ad are chilling but subtle. All these things done in a slow motion effect that makes every audience stare in a wide-eyed manner. Pretty awesome

Now that’s what I call narrative story telling with an attitude. The unpredictable ending of this ad makes you want to stick until the end. The story is just plain and simple but what matters most is how they managed to convey it. It goes to show that utilizing whatever mundane things in your hand to its full extent coupled with creativity could turn into something worthwhile.

Add up the Bon Jovi music that makes this one rocks! The camera angle is so simple, no complicating perspective whatsoever. Actually, there are only two camera angles in this ad. In front of the car and outside the car but still, this ad manages to get away with it. Such ingenious work here.

Whoa! I am giving this marketing ad an unfair treatment if I only watch it just a couple of times but wait, I watched it already four times so here it goes: I love everything about the whole concept of making film. They made it in HD format and projecting it to the side of the building thereby creating an illusion of see-through life inside the building.

This is an original move as far as filmmaking is concern. The concept is so good that it is like watching real life as it unfolds right at your neighbours’ yard. HBO even have a website for those who cannot watch the said film where it is being projected. The music is brilliant one for each floor and shifts mood according to the story. The replay ability of the film is so high that you will get hook in no time. This is brilliant indeed.

Note: If the video is not loading, you can watch it in YouTube.

Thou shalt inherit thy brother’s clothes. Nice copy there, no wonder this ad won a silver award in Cannes. This advertisement engages the audience just like engaging moviegoers to follow a story until the ending. The method is known and has been employed by film directors worldwide, it sure is effective. The absence of dialogue however makes up with a superb rendition of soundtrack.

The music also tells the story behind a little bit, bluesy and crisp. Again the split seconds showing of the product being promoted does not render its triviality, in fact the right timing of its appearance however short it is are effective enough to jive in to the highlight.

Credits:

Agency: Johannes Leonardo
Creative Director: Johannes Leonardo
Art Director: Johannes Leonardo
Copywriter: Johannes Leonardo
Agency Producer: Matthew Mattingly
Production Company: Nexus
Director: Woof Wan-Bau
Executive Producer: Chris O?Reilly,
Charlotte Bavasso
Producer: Isobel Conroy
Director of Photography: Philipp Blaubach
VFX Company: Framestore, London
Post Production: The Mill
Music/Sound Design: Amber Music
Composer: Will Bates,
Phil Mossman
Executive Creative Director (Music): Michelle Curran

Damn good, damn boots. In a Jerry Maguire fashion, this ad deserves the gold medal award it got. The message is direct yet subtle, probably owing it to the infectious groove of the music and the wonderful lyrics. The symbolical method and approach is artistic and funny yet effective in conveying the good message.

It is seldom for a 2 minutes 17 seconds commercial to impart issues that are relevant and sound, but this one gets away with a ‘preachy’ type of message and effectively shoving it to the audience’s throat without being choked to death. Whoa, that’s a feat. There should be more like these in the air today.

Here’s the jingle lyrics

The performance is connected to the trophies.
And the trophies connected to attention.
The attention is connected to the sponsorship.
And the sponsorship connected to endorsements.
The endorsements connected to the logo.
And the logos connected to the boots.
And the boot is connected to the friction.
And the friction connected to the blister.
And the blister connected to the ouch!

Damn boots, damn boots
I hate these boots
Damn boots, damn boots
I damn these boots
Damn boots, damn boots
I lost a pair of them
Damn boots, damn boots
Damn boots, damn boots
I hate these boots
Damn boots, damn boots
I wish I did not get them.
Oh damn these boots
Damn boots, damn boots

And ouch is connected to the limping.
And the limping connected to the injury.
The injury needs a diagnosis
and that will lead to an operation.
Operation is connected to recovery.
Recovery connected to time off.
And time off connected to anxiety.
And that is connected to the confidence.

Damn boots, damn boots
I hate these boots
Damn boots, damn boots
Damn these boots
Damn boots, damn boots
Get ‘em off my feet.

The confidence is connected to the mistakes.
Mistakes are connected to the goals.
The goals are connected to losing.
And the losing is connected to the contract.
One contract is connected to another contract.
And those are connected to the millions.
And the millions are connected to the mortgage.
And the mortgage is connected to the house.
And with the house, of course, come all the fast cars.
And all are those connected to the dream.

Damn boots, damn boots
I hate these boots
Damn boots, damn boots
Damn these boots
Damn boots, damn boots
I should have worn these other ones.
Get ‘em out of my sight.
I never wanna see them again. That’s it!

(Well, I am not sure what was said on the last 3 seconds….but at least they have not forgotten to show their brand before the commercial ended.)

Nothing is funnier than seeing two babies talking about the economy. One motivating people to check E*Trade tools and research so they can recover from this financial crisis, and the other, his buddy, singing “Broken Wings” to inspire people to “Take these broken wings and learn to fly again.”

I was laughing like crazy seeing this at first. I bet this is one of the best commercials on this year’s Super Bowl. I didn’t get the name of his friend though. Was it Henny? Henry? If you happen to know, leave the answer as a comment. Thanks.

Also check out the original music video below of “Broken Wings” by Mr. Mister