Skip to main content
MAKING MAGIC

Hello Kids!

Just wanted to take you behind the scenes on the making of one of our recent TV Commercials was made. The brand is URC's MAGIC CREAMS. We were tasked to communicate to tweens this particular Jack `N Jill snack.

One of the insights we had about tweens is that, being in that in-between age, they want to already show the world they're ready for bigger things. They want to be treated like adults, but still want to have fun. They want to do grown-up things, but still don't have that teen-age angst.

So, we came up different storylines that followed this insight. We showed our boss several ideas, which got cut down to three ideas, which we still had to revised based on new ways on how to make the stories funnier or more interesting.

We had a story of a 10-year old kid trying to impress an 18-year old girl.

We also had this story of a boy and girl who always met online in a Ragnarok-type game.

Then, there was this one story which was inspired by the Two Chinese Dormitory Boys.
We thought that was definitely something kids would do. They looked up to their idols, their rock stars, and boybands and would try to act like them. So, the third story we presented to client was called "LIPSYNCH" and that's what they liked.

THE AGENCY BOARD
Photobucket - Video and Image Hosting


When we presented the TVC board, we originally wanted to use a song of another American singing group, but was going to cost us over P500,000 just to get the rights for the song. So, we had to find another song.

After going through dozens of possible songs, we found this classic POT song and thought it made for a perfect fit for our little story.


THE DIRECTOR'S BOARD

The board was then given to the director, his job to make the storyboard come to life. That sometime's meant changing the story a bit, telling it from a different point of view, cutting down on certain scenes and adding some new ones.






THE TVC



Seven years ago, during my job interview, one of the writers asked me, "Are you ready for other people to mess around with your work? Are you ready to have your work inspected, dissected, criticized and scrutinized? What was once a nice, clean piece of work will be handed back to you and it'll be an unrecognizeable mush. It'll then be handed back to you and you're supposed to fix it and make it better. And you'll have less than a day to do that. If you're ready for that, then you're ready to join an ad agency?"

I thought I could handle that. I thought I could mentally prepare myself for such things. There projects when I thought I could never recover, but I did. It isn't always easy, but it is fun for the most part. And whenever I get the chance to do nice stories like "LIPSYNCH", it makes it all worth it.

Popular posts from this blog

Couple of weeks ago, Ms. Diyco featured another campaign made by the creatives here at Harrison Communications. Here's her review about the Neozep "Neozerye" TV campaign: Romancing the mighty colds cure ADS AND ENDS, Nanette A Franco-Diyco BUSINESS WORLD Vol. XX, No. 139, Friday-Saturday, February 9-10, 2007 http://www.bworldonline.com/Weekender020907/main.php?id=marketing_diyco The four television commercials that serialize the life of pretty housemaid Luwalhati, culminating in a storybook wedding to her once-upon-a-time señorito from the imposing mansion belong to an ad campaign awards class all its own. There have been other spoofs of soap operas selling other brand categories in the past. But for several reasons put together, the Neozep series of commercials that began with honest-to-goodness ad teasers that looked and sounded like teasers for true-blue soap operas proved ultra entertaining and more importantly, "reinforced Neozep’s leadership and further s...

I AM A FILIPINO

I am a Filipino – inheritor of a glorious past, hostage to the uncertain future. As such, I must prove equal to a two-fold task – the task of meeting my responsibility to the past, and the task of performing my obligation to the future. I am sprung from a hardy race – child many generations removed of ancient Malayan pioneers. Across the centuries, the memory comes rushing back to me: of brown-skinned men putting out to sea in ships that were as frail as their hearts were stout. Over the sea I see them come, borne upon the billowing wave and the whistling wind, carried upon the mighty swell of hope – hope in the free abundance of the new land that was to be their home and their children’s forever. This is the land they sought and found. Every inch of shore that their eyes first set upon, every hill and mountain that beckoned to them with a green and purple invitation, every mile of rolling plain that their view encompassed, every river and lake that promised a plentiful living ...

The Mini Manifesto

LET'S BURN THE MAPS. Let's get lost. Let's turn right when we should turn left. Let's read fewer car ads and more travel ads. Let's not be back in ten minutes. Let's hold out until the next rest stop. Let's eat when hungry. Let's drink when thirsty. Let's break routines, but not make a routine of it. LET'S MOTOR.™ This is the copy for the MINI “Let’s Motor” campaign. The creatives who created this campaign said they weren’t just writing copy on how great it would be to own a Mini, they were writing a manifesto, a way of life for people who drive a Mini. I just love how the copy has rhythm, how it just flows and rolls off the tongue, how it just wants you to go out and drive and just keep driving. Makes me also wish I could write copy like that. More wonderful copy ads can be found at: http://www.libraryofmotoring.info/miniprintads.html