Third World Snack

Magpi-pillow ka na nga lang, yung manipis pa?

Thin Pillows
Oishi
2012

Oishi Philippines came out recently with a new variant of Pillows. The original heftier Pillows had very working-class Pinoy flavors: choco, cheese and ube. Alam na ang market. Parang dirty ice cream lang na de-kariton.

Pero iba ang branding nitong Thin Pillows. Choco-hazelnut–taray, parang Nutella lang. Thin wafers with oats–wow, healthy lifestyle. Kulang na lang yoga instructor. At sun-filled studio with hardwood floors and bay windows. Sosyal. Ang yaman. At in fairness, masarap naman.

Skin Deep

Racy, racist or classist?

Bela Padilla cover
The Bikini Issue, March 2012
FHM Philippines
Summit Media
2012

In view of the Bela Padilla FHM cover controversy, one thing is supremely obvious: ang galing ng marketing ng Summit Media. Surely something this big and this obvious was no mere accident. This had to be done on purpose. “For the record,” admits FHM Philippines on its Facebook page, “we were never able to print any copy that had the original cover. We pulled the cover image before it hit the printing press.” In short, tons of publicity at no extra cost, not a single print issue wasted. Not that the Philippines’ top-selling magazine title needed any more help, but props to the publisher for its excellent marketing sense. But let’s not dwell on that.

The outrage over the “racist” cover reeks of 1., a selective eye on issues, and 2., an enchantment with the politically correct. As if saying, “sure, you’re a vulgar magazine, but you can’t be THAT vulgar!” Where do we draw the line, and how?

Class Picture (Or, My Big Fat Ayala Cock)

The Man who has everything. Look at his stuff, isn't it neat? Wouldn't you think his collection's complete?

Park Terraces (Cinema Ad)
Client: Ayala Land Premier
2010

I’m not sure what’s more offensive about this advertisement. That it cheapens photography as an elitist hobby? That it unabashedly flaunts the accumulation of wealth? That it makes chauvinism look cool? Probably all of the above.

Ayala Land Premier’s commercial for its new Park Terraces project looks very swanky at first. Beautiful cinematography, subdued tones, attractive play of light and shadow, panoramas and depth of field. Sushal. Akala mo first world na ang Pilipinas. Or at least, mukhang Singapore. Ayala Land Premier, after all, is the high-end arm of one of the nation’s largest real estate developers, Ayala Land. “With Ayala Land Premier, Ayala Land strengthens its distinction as the first, full-line real estate developer to meet the need of discerning homeowners, creating new lifestyles and appointing prime addresses.” Discerning homeowners meaning choosy na mga mayayaman, new lifestyles meaning gentrification.

Corporate Manifesto

What does Nestlé's popular new "manifesto" really manifest?

Manifesto (Bangon)
Director: Henry Frejas/Publicis Manila
Client: Nestlé Philippines
2010

A spectre is haunting our TV screens, the spectre of Nestlé corporate social responsibility.

In Nescafé Classic’s new advertisement curiously entitled “Manifesto,” the multinational company Nestlé teases Filipino consumers through what one reviewer dubs as “a thought-provoking and inspirational” 60-second television commercial which purportedly awakens (bangon) and revives the Filipino sense of community, patriotism, and development.