Re­al­ism with Bio­gesic

Business World - - WEEKENDER - NANETTE FRANCO-DIYCO ended her 15th year ad­ver­tis­ing ca­reer as Vice-Pres­i­dent of JWT, segue­ing into the world of academe, teach­ing com­mu­ni­ca­tions at the Ate­neo de Manila Univer­sity. nanet­te­

I WILL never for­get one of the many ad­ver­tis­ing and pub­lic re­la­tions ba­sics which the late com­mu­ni­ca­tions guru and ad in­dus­try icon An­to­nio R. de Joya ham­mered into his com­pa­nies’ art di­rec­tors. That there are three B’s that one should never for­get as the eas­i­est ways to at­tract at­ten­tion to your vi­su­als: Ba­bies, Beasts and Beau­ties.

The very first frame of Bio­gesic’s tele­vi­sion com­mer­cial sim­ply shows a poo­dle look­ing oh-so-sadly straight at the cam­era along with a lit­tle boy whose face ex­pressed par­al­lel sad­ness that truly touched my heart. The dog had its leash hang­ing from his mouth — and both the kid and the dog just stood there un­mov­ing! Of course this made me stay glued to my TV set till the end of the com­mer­cial. (I hate to cat­e­go­rize this dog as a Beast!)

Then, one af­ter an­other, others join in. An older brother fol­lowed by the fa­ther — all with the same mo­rose hang- dog ex­pres­sion (par­don the pun!).

I salute the agency, Havas Ortega, for the cre­ativ­ity and sim­plic­ity of this Bio­gesic com­mer­cial. The build-up with the afore­men­tioned char­ac­ters — the kid, the brother, their fa­ther, and the cutest of dogs — all dra­ma­tized the core ques­tion:

“Ha­hayaan mo ba silang magh­in­tay dahil sa sakit ng ulo o lagnat?” (Are you go­ing to al­low all of them to just wait be­cause of a headache or fever?)

Fan­tas­tic build-up, I must say. Then, we see the mother making all the ges­tures of one with a headache, check­ing if she has a fever, and promptly tak­ing Bio­gesic for a fast cure.

Here, we have the sell­ing mes­sage: “Ka­pag may sakit ang ulo o lagnat, hindi lang ikaw ang mahi­hi­ra­pan. Kaya huwag nang pata­galin.” (If you have a headache or fever, you are not the only one who is suf­fer­ing. So, don’t tarry.)

Di­rec­tor Ianco dela Cruz de­lib­er­ately used a rad­i­cal change of pace — from a very slow gloomy pace at the begin­ning, to a fast and bright and, of course, cheer­ful one af­ter the mother takes Bio­gesic.

I have re­viewed two other Bio­gesic TV com­mer­cials in the past, both us­ing John Lloyd as its celebrity en­dorser. I did say that he was a fit­ting brand am­bas­sador, pro­ject­ing a clean-cut, youngish but al­to­gether ma­ture and re­spon­si­ble im­age. I still be­lieve he has done mar­vels for the brand.

But the change to a two- feet- on- the­ground ap­proach us­ing ev­ery­day real peo­ple gives the brand even more re­al­ism. It was none­the­less clever for the Havas’ cre­ative team to end the ma­te­rial with what first ap­peared to be an emo­tional heart-shaped I.D. show­ing the Bio­gesic caplet which re­vealed John Lloyd as part of the heart. I call it play­ing it safe — but it’s still a good nemonic de­vice.

We will just have to wait and see if the ac­tor gets pulled back into ac­tion for the next Bio­gesic com­mer­cials. I must say Havas has done well with­out the celebrity.

Take a bow, Uni­lab and Havas Ortega.

Cred­its. Client- com­pany, Uni­lab: Kat Martinez, cat­e­gory head/as­sis­tant vice-pres­i­dent; Joana Dy, se­nior prod­uct man­ager; Tin Navar­rete, prod­uct man­ager; Air Forbes, prod­uct as­so­ciate; Ulla Sy, prod­uct as­so­ciate; Mil­dred Manansala, me­dia man­ager; Ace Ri­tu­alo, me­dia of­fi­cer. Ad­ver­tis­ing agency, Havas Ortega: Tony Sarmiento, man­ag­ing part­ner and chief cre­ative of­fi­cer; Lawin Bu­latao, ex­ec­u­tive cre­ative di­rec­tor; Anna Soli­man, in­te­grated plan­ning di­rec­tor; Bambi Paguia, busi­ness di­rec­tor; Mar­ion Esquillo and Aries Cayabyab as­so­ciate cre­ative di­rec­tors. Pro­duc­tion house, ProVill: Ianco dela Cruz, di­rec­tor; Monchie Re­doble, di­rec­tor of pho­tog­ra­phy; Franny Omampo and Al­fonso Bas­sig, ex­ec­u­tive pro­duc­ers; Ghe­lai Padua, pro­duc­tion man­ager; Noel En­riquez, broad­cast pro­ducer; Khulet­the Rivera, tal­ent caster.

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