I've posted this TVC before, but it was recently review in Business World. It's not everyday we get a glowing review like this, so... here you go. :)
Subtlety in communication
ADS AND ENDS
NANETTE A. FRANCO-DIYCO
BUSINESS WORLD, Vol. XX, No. 134, Friday-Saturday, February 2-3, 2007
http://www.bworldonline.com/Weekender020207/main.php?id=marketing_diyco
I must salute Harrison Communication for the totally different look and feel of BPI in its 30-second television commercial launched during the holidays. It adopted a market leader stance that could not have flown high without the heritage and the confidence of a bank like BPI.
The first time I caught the commercial, I mistook it for a teaser ad. I thought it was a commercial that deliberately left the viewer hungering for more facts. Ergo, I concluded that there must be a sequel to it, the major material scheduled for launch perhaps after a week or two. This was the role of a teaser ad: It is meant to titillate the viewer and capture his attention, preparing him for the big salvo.
Arguably, the launch media weights for the BPI TV commercial were relatively heavy — too heavy for a teaser ad. It was at this point that I realized that this was actually it: the full-blown TV commercial, an institutional advertising campaign that was "communicating BPI’s fresh and distinct positioning". I sat down with Harrison creative director Budjette Tan who labeled the commercial as Teeny Gonzales’ magnum opus before joining a rival ad agency. Nice leaving behind a present for Harrison Communication.
Budjette revealed that this 30-second material spelled the launch of BPI’s new corporate theme, "We’ll take you farther." The approach was also farthest from the mostly hard-sell tactical commercials of BPI in the past. I liked the subtlety it employed — subtlety that conjured an unspoken elegance that was distinctly reminiscent of "the old rich" using present-day images. Director Stephen Ngo matched the agency’s strong concept with unique and powerful visuals.
The supers flowed flawlessly.
"Stop talking about the future.
Stop studying possibilities.
Stop exploring all options.
Stop weighing the odds.
Stop waiting for the perfect time.
Stop wishing.
Let’s begin.
BPI. We’ll take you farther."
These supers struck a major chord in my being. How often have we dawdled over financial decisions and movements? The commercial spelled our frequent lack of courage in asset management or even private banking. Budjette shared his team’s analysis "that many of us frequently tend to be rich in faith but still sorely lacking in action. We have a tendency to simply remain contented with the status quo, gripped by some fear or another that it would be much safer to just wait for things to develop."
And so, we are oftentimes frozen into inaction. Stop all of these, BPI beckons, as it gives you its invaluable assurance that it will indeed take you farther.
Director Stephen Ngo revealed that he had found that interesting building in Intramuros from where the production crew threw out of its 6th floor window pieces of paper. This trumpeted the message, "Stop studying possibilities." "The key which I used for the commercial is finding beauty in a normal place. The key was proper angling and framing." This was how Director Stephen simply described his technique for this commercial production.
No human being is shown in the entire commercial, making you focus your attention completely on the unspoken message. I, the viewer, am the invisible woman in the BPI commercial.
I am the one taking cup after cup of black coffee ironing out my thoughts, talking endlessly with my colleague behind that executive table. I’m the one driving around in my car as I presumably explore all options. I’m the one trashing every piece of paper on my desk and out the window, disgusted with the possibilities I have come up with in my never-ending quest for the perfect formulae.
And suddenly, there ensues from within you that feeling of trust. It’s the magic moment and you imbibe exactly the point of the commercial. Trust in BPI is what I’m proclaiming — it will help you arrive at those decisions. It will indeed take you farther.
Great partnering between the creative agency and the production house, no doubt inspired by a client who’s courageous enough to give its creative partners enough creative freedom to do their thing.
Credits: Client-company, BPI. Advertising agency, Harrison Communication. Teeny Gonzales, executive creative director; Budjette Tan, creative director. Writers: Teeny Gonzales, Budjette Tan, Reinard Santos, Biba Cabuquit. Art directors: Reinard Santos, Argem Vinuya, Erwin Trivino. Accounts: Manny Martinez, Madel Palman, Abby Nicolas. Producers: Chona Bustamante, Cris DyLiaco, Netnet Valencia. Production house, Unitel Productions: Stephen Ngo, director; Rody Lacap, director of photography; Ien Pacoma, production design; Franny Omampo, line producer.
Subtlety in communication
ADS AND ENDS
NANETTE A. FRANCO-DIYCO
BUSINESS WORLD, Vol. XX, No. 134, Friday-Saturday, February 2-3, 2007
http://www.bworldonline.com/Weekender020207/main.php?id=marketing_diyco
I must salute Harrison Communication for the totally different look and feel of BPI in its 30-second television commercial launched during the holidays. It adopted a market leader stance that could not have flown high without the heritage and the confidence of a bank like BPI.
The first time I caught the commercial, I mistook it for a teaser ad. I thought it was a commercial that deliberately left the viewer hungering for more facts. Ergo, I concluded that there must be a sequel to it, the major material scheduled for launch perhaps after a week or two. This was the role of a teaser ad: It is meant to titillate the viewer and capture his attention, preparing him for the big salvo.
Arguably, the launch media weights for the BPI TV commercial were relatively heavy — too heavy for a teaser ad. It was at this point that I realized that this was actually it: the full-blown TV commercial, an institutional advertising campaign that was "communicating BPI’s fresh and distinct positioning". I sat down with Harrison creative director Budjette Tan who labeled the commercial as Teeny Gonzales’ magnum opus before joining a rival ad agency. Nice leaving behind a present for Harrison Communication.
Budjette revealed that this 30-second material spelled the launch of BPI’s new corporate theme, "We’ll take you farther." The approach was also farthest from the mostly hard-sell tactical commercials of BPI in the past. I liked the subtlety it employed — subtlety that conjured an unspoken elegance that was distinctly reminiscent of "the old rich" using present-day images. Director Stephen Ngo matched the agency’s strong concept with unique and powerful visuals.
The supers flowed flawlessly.
"Stop talking about the future.
Stop studying possibilities.
Stop exploring all options.
Stop weighing the odds.
Stop waiting for the perfect time.
Stop wishing.
Let’s begin.
BPI. We’ll take you farther."
These supers struck a major chord in my being. How often have we dawdled over financial decisions and movements? The commercial spelled our frequent lack of courage in asset management or even private banking. Budjette shared his team’s analysis "that many of us frequently tend to be rich in faith but still sorely lacking in action. We have a tendency to simply remain contented with the status quo, gripped by some fear or another that it would be much safer to just wait for things to develop."
And so, we are oftentimes frozen into inaction. Stop all of these, BPI beckons, as it gives you its invaluable assurance that it will indeed take you farther.
Director Stephen Ngo revealed that he had found that interesting building in Intramuros from where the production crew threw out of its 6th floor window pieces of paper. This trumpeted the message, "Stop studying possibilities." "The key which I used for the commercial is finding beauty in a normal place. The key was proper angling and framing." This was how Director Stephen simply described his technique for this commercial production.
No human being is shown in the entire commercial, making you focus your attention completely on the unspoken message. I, the viewer, am the invisible woman in the BPI commercial.
I am the one taking cup after cup of black coffee ironing out my thoughts, talking endlessly with my colleague behind that executive table. I’m the one driving around in my car as I presumably explore all options. I’m the one trashing every piece of paper on my desk and out the window, disgusted with the possibilities I have come up with in my never-ending quest for the perfect formulae.
And suddenly, there ensues from within you that feeling of trust. It’s the magic moment and you imbibe exactly the point of the commercial. Trust in BPI is what I’m proclaiming — it will help you arrive at those decisions. It will indeed take you farther.
Great partnering between the creative agency and the production house, no doubt inspired by a client who’s courageous enough to give its creative partners enough creative freedom to do their thing.
Credits: Client-company, BPI. Advertising agency, Harrison Communication. Teeny Gonzales, executive creative director; Budjette Tan, creative director. Writers: Teeny Gonzales, Budjette Tan, Reinard Santos, Biba Cabuquit. Art directors: Reinard Santos, Argem Vinuya, Erwin Trivino. Accounts: Manny Martinez, Madel Palman, Abby Nicolas. Producers: Chona Bustamante, Cris DyLiaco, Netnet Valencia. Production house, Unitel Productions: Stephen Ngo, director; Rody Lacap, director of photography; Ien Pacoma, production design; Franny Omampo, line producer.