What you see is what you get. Not necessarily.

Note: I've not been watching too much TV lately, nor been flipping actual print media (except for textbooks and paperback reads). I've been getting my news fix on the internet. But the little ads (more recent) that I've liked, I'm listing here. The ads that are least interesting are obvious -- kitschy or cutesy -- and should be dissected in another forum altogether. :)

[Print]

1. Coca Cola Philippines and WWF’s Pollution-Absorbing Billboard

Image source

 I’m not sure if this belongs to print media, but in the ad world, this should belong to the “outdoor” category. I was in Manila last weekend to attend a political management workshop. Flying in from Bohol and arriving at rush hour, I regretted having told the cab driver to pass thru EDSA going to Sikatuna Village in Quezon City. Half-dosing, I amused myself with the gigantic lit-billboards along the way, going: hot, not, hot, hot, HOT, not, not, NOT, not. But then came this nearly all-green billboard with: “This billboard absorbs air pollutants” – and by unlikely green advertiser, too, the ever red Coke and with an unlikely collaboration with WWF. The ad sure piqued my curiosity. It got me thinking. The cab moved quicker than I thought, I could barely inspect the foliage assembled around the Coke bottle shape, if they were real plants and if they, indeed, absorbed air pollutants. But I was truly impressed enough to Google the details of the ad and true enough, as per its press release, the plants are real plants that absorb real pollutants. Will this make me patronize Coke products more? No. But, for sure, Coca Cola Philippine get some respect. I like the ad, it’s full of oxymoron’s (a green billboard, Coca Cola and WWF, green Coke), but it’s a think piece. And if its claims deliver? – hot!

[Television]

2. SKYBROADBAND “Courtship”

I like quick and quirky TVC’s. Peddling faster internet at an affordable price, this TVC is spot-on. It’s very Filipino, of the Tito-Vic-and-Joey comedic school. As an introduction to a “new” product/service offering, this TVC should work. But of course, like all products, the quality of the service provided is the true test, and that which will keep customers.

As for me, I can’t avail of this product because it’s not available in Bohol. But if it was, probably.

3. CORNETTO “Hanggang Saan Aabot ang P20 Mo?”

Others from the series: “Sweater”, “Video Store”

Now, here’s a product whose TV commercial, I can say (and I’m not ashamed to say), made me want to purchase tons and tons of it. I didn’t care much for “Cornetto” at all before this TVC came, but with these especially funny and endearing TVC’s – who wouldn’t. They stick like ice cream. The theme of Cornetto shorts are really culturally relevant and takes on the ever pertinent issue of economy and affordability. The target audience is a younger crowd that requires wit and grit -- which the TVC really capitalized on. And the details, the attention to details (say, the rolling credits in "Video Store") -- really show that they respect their audience.

[As I see it]

TV commercials are great hooks to attract, capture an audience into knowing, liking, discussing, and possibly trying out a product. But, in the end, it’s really the actual image or quality of the product (along with the affordability and availability) that will keep the customers happy. This is also true for social marketing. No amount of aggressive marketing can and will convince a target audience unless they truly believe in it.