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The Secret Origin of Bakeman



In an earlier post, I talked about the legendary amount of time it takes to create a Piattos campaign. If there’s another campaign that would come close to being legendary, it would be the Magic Chips campaign.

It took us a months to finally create a campaign that got approval from client. We were already getting ready to produce it when another commercial came out using the same TV show/genre we had pegged for our story.

We had to go back to the drawing board.

So, I started scribbling on my notebook.

What did we need to do?
We needed to emphasize that this particular snack was baked.
Could we set in an oven? Could we show some bakers in a giant oven?
Maybe the bakers were a rock band or rap stars and they’d be singing about the baked Magic Chips?
Chips… Chips…
C.H.I.P.S.
That old TV show about the California Highway Patrol.
Two guys on a bike.
Who else rides a motorbike?
MaskRiderBlack.
Shaider… (yeah, I know he doesn’t ride a bike)
Shaider...
Shaider and his time-space warp…
What if it were a oven-space-warp?
What if the theme song of the show talked about baking the chips?
And he would be called…
Bake Man?
or…
BAKEMAN!
BAH-KEH-MAAAAN!!!

I showed Taps my crazy scribblings and looked at me like I was crazy.

Then he started pacing around (which usually meant he was excited about an idea or needed to go to the bathroom). So, he started pacing and suggested that the TVC would start with the title card of the show and make it appear like we were just cutting back to commercial.

And it would all happen in some rock quarry, the very same rock quarry where Bioman and Shaider and the Power Rangers end up in every time they have that final battle.

And we’d have the bad guy wear a really fake-looking monster suit!

And he’d beat the bad guy by using the Magic Chips to activate the bake-space-warp and transform into BakeMan!!!

And it was an idea so crazy it just had to work.

And we got Reinard to make this crazy idea look great, and so he did.



Client approved it.
(Client loved it!)

We got Direk Jeorge to make sure it was campy yet kick-ass!

Here is Jeorge’s original treatment for the TVC


Enrick, the caster, found Akihiro Sato – who immediately stood out from the rest of the talents and we knew he was BakeMan.

They found the perfect rock quarry, but weeks of rain delayed the shoot.
The skies cleared one weekend and they were finally able to shoot the TVC.

Jeorge later one suggested that we really have that deadpan voice-over during the product freight. Barbie, our producer, was able to find the exact voice talent who did the VO for Shaider’s time-space-warp sequence.

And finally, finally we were able to launch MAGIC CHIPS BAKEMAN!!!

We had a lot of fun doing this project, as you can see in the pictures below.













MORE BEHIND-THE-SCENES PICTURES AT REINARD'S BLOG:
http://reinardsantos.multiply.com/photos/album/36/Bakeman_Behind_the_Behind_the_Scenes

CREDITS:
Client: URC, Jack N Jill
Agency: Harrison Communications
ECD: Alex Arellano, DECD: Budjette Tan,
CD: JB "Taps" Tapia
Copywriter: Budjette & Taps, Art Director: Reinard Santos
Accounts: Maricel Pangililan-Arenas, Monday Gonzales, Ethel Dino
Director: Jeorge Agcaoili
Producer: Barbie Leyba
Bakeman & ButikiBot designed by: Riza Bacay, Richard Somes, Cargins (Carding & Gina)
Bakeman theme song by: Allan Feliciano, HIT productions
SFX: Road Runner
ProdHouse: MCI

Comments

JayDJ said…
great concept ! great going Budj !

Bakeman rules ! :D
Sana may part 2
Budjette said…
yup, we also hope we can do another MAGIC CHIPS BAKEMAN commercial and maybe do a longer fight scene!

hehehe
Unknown said…
Saw this CF via Japinoy.com Sentai thread. I love Star Rangers, Bioman, Maskman, Masked Rider Black, Shaider, ... and so I had a kick watching this. SUGOI! Ganbatte kudasai!

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