Ad agency defends Villar ‘Scroll’ ad
abs-cbnNEWS.com | 04/07/2010 10:55 AM
MANILA, Philippines – The ad agency of Nacionalista Party standard-bearer Sen. Manny Villar on Wednesday defended its “Scroll” TV ad, which has been widely compared to the “Truth (Upside Down)” political ad of Argentinian candidate Lopez Murphy in 2006.
In a statement, TBWA\Philippines admitted that it adapted the Villar ad from the Argentinian politician’s ad. The agency said it belongs to a worldwide network of ad agencies and that many of its ideas for ads have been adapted in several countries. Among its ideas are ads for adidas, Pedigree, Absolut, Apple and Nivea.
“The fact is, many ideas of the local agency have been adapted in many countries in our network, the most recent of which is the work it had done for Absolut vodka. That’s how powerful ideas become even more powerful,” the agency said.
It added: “While the ad format was adapted from The Truth ad by TBWA\Argentina, the message is genuinely Manny Villar’s. And it hopes to inspire a country deeply steeped in hopelessness, negativity and cynicism.”
The agency said that while the local adaptation of the Murphy ad has generated positive feedback, other sectors have used the ad to attack the Villar campaign.
“From the outset, the adapted format was made known to our Client. The agency did not conceal the truth. That’s the truth. And nothing but the truth,” it said.
there are few truths that came out from the above.
- one is that as we had guessed, Santiago/Puno/Mangada/TBWA is the ad agency of manny villar in the philippines. (read here: did the manny villar campaign plagiarize a Cannes Lions award winning argentina tv ad?)
- villar knew it came from argentina. apparently, they had told villar about it. so we can assume villar approved of the plagiarism
that is it. there are other things but not all of the truth came out.
- we do not know if it was plagiarized or not. the ad agency did not confirm that they paid royalties or that they secured the permission of the argentina client to use the ad here in the philippines.
- it’s not enough that the ad is within the network, they need to ask for and be given permission to use the ad in the country. it is not for the ad agency to give permission for its use, it’s the client’s. in this case it is the presidential candidate in argentina.
on other matters:
- the ad agency mentioned they have ads they developed in the country has been used in other countries. that is true BUT these are the same client in different countries. for example, absolut argentina and TBWA argentina (or any other country) can use an ad developed by TBWA philippines for absulot philippines. it does not happen that another client of TBWA argentina, let us say adidas argentina will use an ad developed by TBWA philippines for absolut philippines. ad agencies who will allow things like these will be fired by the clients.
until the next villar tv ad, then.
the above villar tv ad is a plagiarized version of the argentina tv ad, below. it copies the main creative handle.
the ad from aregentina is from SAVAGLIO/TBWA aregentina and the local ad agency of villar is reported to be Santiago/Puno/Mangada/TBWA. it’s possible the local ad agency paid royalties to the argentina ad agency or permission was given for use in the philippines.
ad agencies belonging to the same netwrok do share their work with each other through corporate reels and that could have been how the local agency new about the argentina tv ad. there are other ways to know about this ad – the argentina tv ad is an award winning tv ad and that also gives it a lot of exposure among the international ad agencies. being award winning also gives it a lot of exposure to the public like the internet or youtube.
sharing the ad with other agencies in the same network does not necessarily result to it being used in other countries. advertising ideas and concepts are owned by the clients, not the ad agencies. clients pay the ad agencies to write and produce advertising for them, the output is always owned by the client.
if an ad agency network like TBWA philippines would want to use an idea coming from another branch like TBWA Argentina, the philippine ad agency through the aregentina agency will need to ask the permission of the argentina client.
however, it is very unusual that a client who owns the original advertising will agree to allow another client of the agency network to use the work done for them.
it is also very unusual that the creatives of the local ad agency like TBWA philippines will want to use the creative idea from another ad agency. the very core of being a creative in the creative department of an ad agency is that you are creative. being creative means being original. there is a lot of pride in their work and abilities.
this whole thing is confusing to us. TBWA philippines, if it is the ad agency of villar, has a reputation of being one of the most creative in the philippine ad industry. we are puzzled why they needed to copy from another even if it belongs to the same ad agency network.
information from youtube:
This excellent political advertisement, it won the silver lion in the Cannes Lions Contest 2006.
Category: Public Awareness Messages
Product or Service: POLITICAL MESSAGE
Entrant Company, City: SAVAGLIO\TBWA, Buenos Aires
Advertising Agency, City: SAVAGLIO\TBWA, Buenos Aires
Country: ARG This excellent political advertisement, it won the silver lion in the Cannes Lions Contest 2006.
Category: Public Awareness Messages
Product or Service: POLITICAL MESSAGE
Entrant Company, City: SAVAGLIO\TBWA, Buenos Aires
Advertising Agency, City: SAVAGLIO\TBWA, Buenos Aires
Creative Director: Ernesto Savaglio
Copywriter: Ernesto Savaglio – Alexis Alvarez
Art Director: Pablo Carrera
Agency Producer: Eduardo Suárez
Production Company, City: AWARDS CINE, Buenos Aires
Producer: Fernando Rambo Damiano
Editor: Awards Cine
Music: Fernando Sorín
Account Supervisor: Ricardo Martino/Diego Campos Galante
gilbert teodoro, the standard bearer of the admin/(supposed) dominant political party LAKAS-KAMPI-CMD know that he is losing this election campaign. he has not moved up in any significant way in the polls, being stuck at a very far fourth in the rankings and getting at best 7% while the front runners are at a staggering 36% for aquino and 34% for villar. it is bad enough that the two front runners are way ahead of everybody, on top of teodoro is estrada who is in the range of 15% , showing strength at that level and even gaining slightly.
the question that teodoro’s campaign needs to answer is this – for him to win, where will he get the votes from? the weakest of the three front runners, erap estrada is not exactly weak. among the presidentiables, estrada is the candidate that has the most experience and time as an elected government official not to mention he was actually elected president once before. teodoro compared to erap looks puny. if teodoro can’t get pat estrada, how does he expect to get past villar and aquino, the two most popular presidentiables in this campaign?
it is interesting that an article appeared at the PDI yesterday where the teodoro campaign seem to be preparing for what the writer calls a “battle of the bulge” – a last minute, well last few weeks campaign to get teodoro elected. in marketing, it is called a marketing blitz. in a political campaign it’s most likely called a “failed election bid”.
we will be using that article as a pick up point for this post.
The ruling coalition, which enjoys a headlock on 70 percent of local government positions, is pinning its hopes on superior resources and widespread party machinery to swing the tide of battle.
Banking on these advantages, it plans to assert its superiority with carefully synchronized offensives timed at the start of the campaign for local positions on March 26.
this is what party officials call the “political machinery”. it’s supposed to be potent that only the admin/ruling party has a monopoly on. all the party officials, including teodoro are saying that is what will make him win this election. they conveniently forget that in the last senatorial elections, they said the same thing about the potency of THE machinery. the results – almost all the admin/ruling party senatorial best lost in that election while almost all the opposition senatorial bets won the election.
the results of that election was so bad for the admin/ruling party that pichay who spent the most in advertising during that time did not get elected while trillanes who was in jail, unable to campaign and practically had zero advertising money won the election.
the opposition won that election mainly on the basis of the people exercising a protest vote where they elected the opponents of arroyo’s candidates. arroyo at that time was very unpopular and the people have had enough of her so much so that they even said they do not want her candidates to win.
after the election, LAKAS party officials admitted the machinery did not deliver. apparently the local candidates and officials of LAKAS abandoned the admin senatorial candidates when they felt the people were going against them.
the situation then compared to now is about the same – arroyo is unpopular and in fact probably even more unpopular than before. everyone knows teodoro is arroyo’s candidate and based on surveys, voters said they will not elect the candidate that arroyo is endorsing.
we think it’s foolish to rely on the “machinery” to get teodoro elected. the machinery is a myth.
The opening salvo of this make-or-break offensive will be new TV commercials targeting the youth on Monday.
Teodoro’s spokesperson, former Press Secretary Mike Toledo, said the commercials would be aired with frequencies rivaling those of the front-runners, Senators Benigno S. Aquino III of the Liberal Party and Manuel Villar of the Nacionalista Party. Between them, they have spent close to P2 billion, dominating the airwaves, according to the media firm AGB Nielsen.
Teodoro’s ads will zero in on the target segment that the coalition hopes will swing the tide of battle to his side, the youth ranging in age from 18 to 39, who constitute 52 percent of the 50 million voters registered, according to Toledo.
Teodoro has been doing well in mock elections in schools recently. Campaign strategists have selected this key segment to focus on, Toledo says.
political campaigns seem to have a love affair with the youth vote. all of them seem to think that is the key to their success. villar, aquino and villanueva aired tv ads targeting them. but if you look at the movements of villar’s ratings, it is not the ad that targeted the youth that earned him a lot of points, it’s the other ads that he aired.
aquino with his rap tv ad meant for the youth got mixed reviews with people liking it and others throwing up hearing aquino do a rap in the tv ad. they abruptly pulled off that ad. villanueva aired one too but that did not help him either.
teodoro did not seem to learn the lessons the other presidentiables learned – they will air an ad targeting the “youth” on monday. we now think this obsession with youth ad is probably the fault of the admen hired by the campaigns for their ad needs. all of them seem to be saying the same mantra.
maybe teodoro will find the secret weapon in ads for the youth and can get him to win the election. it is good in theory, forgetting for the moment the failures of the other presidentiables, but we think teodoro’s thinking is fatally flawed.
the critical failure in the ad that will be aired on monday for the youth is the demographics definition – “age from 18 to 39“. the age range is too wide and probably covers at least two distinct groups or even three. the psyche, needs and attitudes of the 18 year old, a first time voter is very different from a 25 year old who probably has a young family already to someone who is 30 years old who has a not so young family. for sure a 37 to 39 year old is extremely different from an 18 year old, to a 23 year old and a 30 year old.
it is hard for us to understand and we think it is not possible to have an ad meant for the “youth” that will be effective in convincing this wide and un-alike age grouping of 18 to 35 years old.
the admen who sold the idea to the teodoro campaign spoke badly in thinking that an age range as wide as that is a proper segmentation of the target audience. we do not think you will find any adman who will agree to that kind of segmentation.
target audience definition is the very first critical step in developing an effective tv ad. get the definition wrong, or even weak and the ad fails. it will confuse the creative team as it gives them too wide a range with very dissimilar traits and characteristics.
we await this new ad of teodoro. it is supposed to be a miracle tv ad for him. given the potential flaw of the thinking, it will either be a miracle ad or a miracle dud. we will probably see a WAWAM! on monday.
we have seen the poll numbers change and the changes are not good for noynoy aquino. his ratings are falling and villar whose ratings in previous polls were either holding or slightly rising has finally caught up with aquino and now in a statistical tie.
we attribute aquino’s fall on bad advertising decisions and fatal advertising blunders. (click here to read articles on the topic: why aquino will lose the election). we think what happened is that aquino has lost his momentum due to the fatal blunder of not doing anything in advertising after they aired the first ad . he used to be at the top fo the polls, clearly dominant with the 2nd placer, villar very far down the ladder but not anymore. not doing anything new and allowing a gap in the ads allowed villar to build his base and grab the agenda.
villar has grabbed the momentum away from aquino. in marketing and in elections, that is a very dangerous thing to happen, most specially at this time when we are just less than 3 months away. in these things, momentum sometimes matter more than actual numbers.
the aquino campaign has responded with more pointed and focused efforts on the message of corruption. this is a good effort but we do not think this is enough. we also think this latest effort sorely lacks the strategic thinking that was sorely missed in the fatal blunders they have made in advertising.
meanwhile, villar as of today released new ads, at least we heard this on the radio where villar talks about something personal – his brother died because they had money to buy medicines. this is a brilliant ad.
it has drama, it is personal and it talks very eloquently of a national issue – poverty, high cost of medicines and bad health care system. what the villar campaign is doing is that they are defining the agenda for this campaign. aquino used to do this at the start but from doing nothing, it has conceded this initiative and allowed villar to take the lead in defining the agenda and the messages.
once again, aquino’s advertising team was caught flat footed. and once again, they were too slow to react and did not have enough strategic thinking skills in doing something about it.
we think the aquino campaign is in trouble.
~~ a mindscape landmark – carlo arvisu ~~
presidentiables ad themes: villar-poverty, aquino-corruption, estrada-nostalgia and teodoro-ego trip
as we go to the last few months of the campaign, we see the presidentiables reshaping their campaign themes. in advertising this is called brand positioning. the major candidates have changed their brand positioning that they started with since last year. what we have now may very well be for most of them the positioning that they will have till the end of the campaign period.
manny villar: “all out war on poverty”. villar has re-shaped his campaign into a theme of anti-poverty. this he actually declared this is what his campaign will take, an all out war on poverty as he put it around the December 27 time. (read here: manny villar’s “all out war on poverty” platform and manny villar’s “magtatapos ng kahirapan” tv ad – a bold shift in advertising strategy, 5 stars!)
poverty is a key issue not only in philippine politics but more importantly in real life. a significant portion of the philippine population belong to the poor or the DE socio-eco classes. a significantly high proportion of the population are daily wage earners, many don’t even have regular jobs. a large number of families belong to below the poverty line.
aside from the grim statistics and reality, many politicians have won elections on an anti-poverty campaign. in fact most of the politicians do but the most notable winner using this platform is erap estrada.
noynoy aquino – anti-corruption. in the last few weeks and perhaps as a reaction to his poll ratings softening allowing many villar
to be on a statistical tie, the aquino campaign has focused on “anti-corruption.
corruption just like poverty is a key issue in philippine politics and real life. we see corruption in our daily lives with most of us being victims of it. they may be small for ordinary citizens but we have read in the papers big time corruption scandals.
president gloria macapagal arroyo based on surveys is known as one of the most corrupt presidents of the country since ferdinand marcos. corruption or the suspicion of it, because they are all unresolved will probably be the enduring legacy of arroyo. being under arroyo for 9 years, this is certainly a key issue for the people.
international agencies and think tanks have put corruption at a staggering rate of 25% to 50% in government contracts. that means most of the government contracts are inflated by that rate as that is the rate corrupt officials get out of government projects.
erap estrada – nostalgia and return to power. estrada is asking voters to bring him back to malacanang on the basis of returning him back to office, according to him to allow him to complete his unfinished business which was cut short by a EDSA DOS.
frankly, we do not understand this positioning of estrada. it is one of the weakest among the presidentiables. there is a gross failure in that positioning as this speaks only to estrada supporters which by the time, estrada’s glory days long gone must have shrunk to a small slice.
many of the current voters may not have known what the estrada presidency was during his time. worse, many of them probably know only the bad things, his conviction of plunder more specifically.
appealing to nostalgia means alienating every one else who were not supporters of estrada. they are a minority and getting a minority of votes will not get him elected, a majority will.
this is a WAWAM!
gilbert teodoro – credentials and ego-trip. we think teodoro’s campaign has suffered the most among all the presidentiables. it has taken a whipping from the get go and continue to make disastrous blunders from the very beginning. quite frankly, we do not think the teodoro campaign has done anything right since it started.
and this positioning of teodoro – an endless propping up of his credentials, even though we are not asking for it is no more than just an
ego trip. we find it strange that an ad for a politician is adapting a positioning of an ego-trip.
teodoro wants us to elect him for his “galing at talino”. teodoro is the only presidentiable who is asking us to vote him based on his personal qualities. all other presidentiables are asking us to vote them for what they will do for the country or what they will solve, teodoro is asking us to vote him for his ego.
his ads endlessly talk about his qualifications, his latest tv ad bragging that he is an accomplished pilot. (read here : gilbert teodoro’s new tv ad “lipad” does not fly, gilbert teodoro’s “galing at talino” tv ads – anti-noynoy, anti-humility, generic promises and gilbert teodoro’s “posible” tv ad – a change of strategy to save his campaign)
this ego-trip obsession is obvious in teodoro’s tv ads – he enjoys spelling his name in his ads. before the election campaign, when he was still DND chief, teodoro aired a disaster preparation ad that had his messages spelling out his last name T-E-O-D-O-R-O. (read here: gilbert teodoro’s tv ad – promises made, promises broken)
we are not surprised to note that his selling line, “Galing At Talino” also spells out his initials. that is incontrovertible proof that teodoro is on an ego-trip positioning.
will an ego-trip positioning appeal to voters? apparently not as we see teodoro’s poll ratings remain at disastrous levels, 4% to 5% at this late stage of the election campaign.
this is a WAWAM!
up next at The 2010 Presidentiables Blog are the positioning of the laggard presidentiables.
we think noynoy aquino’s recent performance in the pulse asia january poll where he lost precious points and now is statistically tied with villar says this – aquino needs to fire his communication team and ad agency.
villar able to finally catch up with aquino is mostly because ot the marketing and advertising efforts he has launched so far. it is a very professional campaign.
~~ a mindscape landmark – carlo arvisu ~~
this is next at The 2010 Presidentiables Blog.
analysis – villar and aquino are opposites, villar and estrada are the same : pulse asia presidentiables poll january 2010
the villar and aquino campaign should all be in their respective war rooms analyzing the latest poll results of pulse asia. we offer out analysis of it.
based on this data of soci-eco class breakdown, many villar and noynoy aquino are opposites.
aquino’s ABC rating of 37% and D at 40% puts aquino tending towards the middle class to the the upper class. villar on the other hand has 39% among the E and 34% D puts him more towards the lower class. among the socio-eco class groupings, aquino is strong among the ABC segment while it is villar’s weakness. villar’s strength is at E segment, aquino’s biggest weakness.
more interesting, villar’s profile based on this chart is exactly the same as that of erap estrada – strongest among the E, most weak among the ABC. we think villar has achieved this profile through his tv ads and their conscious move to change his campaign’s platform to ”go all out on poverty”.
we have written about this move in this blog : manny villar’s “all out war on poverty” platform and here: manny villar’s “magtatapos ng kahirapan” tv ad – a bold shift in advertising strategy, 5 stars!.
looking at this poll results, villar’s strategy changed worked.
high school students produce their own version of manny villar’s “magtatapos ng kahirapan” tvc – 5 stars!
we are posting this self-made video of the manny villar tv ad by a bunch of talented and happy high school students for everyone to enjoy and appreciate.
we are posting it here to give them credit and to encourage them to continue to do work like this for fun and to sharpen their skills at what they do.
we are also posting here our commentary, again with the spirit of celebrating their talents and encouraging them to continue doing things like these and be better each time.
when i saw this ad, i saw happiness. i saw nothing but happy, smiling thigh school students enjoying themselves to the max. and that made me proud and excited for these bunch of high school students.
first on the technical side – we wonder what video camera did they use to film this commercial. the shots are not as crystal clear in professional tv ads but the pictures in this ad are clear enough to appreciate the beautiful and handsome faces of the boys and girls in the ad. we do not think this is a cellphone camera but some kind of handycam.
the camera work is very well done. a tripod was most likely used and the camera movements were smooth, builds the story without boring the audience. i thought it was obvi0us that the camera movements were planned before hand as if a storyboard was actually drawn before the shoot.
most notable scenes to me is the second scene where from the first scene a close-up of the girl it cuts to a boy lying down and hitting the floor with a bottled juice. we do not understand why the boy is in such a pose, but it was very unexpected and it made the commercial interesting.
the other professional shot is the part on the housing scene where it begins with a close up of a boy singing, the camera pans to the right to show rooftops and the boy points to the houses. that is a professional directorial treatment. well done!
i also thought the editing of the ad was well done. not too many cuts and the transitions were smooth. camera work was jerky at the group shots of several of them singing, they should have used a tripod in these scenes.
last point – what is the reason behind each one of the teens carrying and showing their cellphones? i listened hard to lyrics of the song, they are exactly the same as in the villar tv ad, so i did not think the cellphones were related to the lyrics they sang.
there is a contradiction in showing all of them showing their cellphones with the song they were singing. the lyrics were about poverty and how villar will remove them from poverty. teens carrying such cool and expensive cellphones says they are not poor.
on the over-all there are a lot of things to celebrate in this ad. it is on the over-all very well done specially considering the equipment they used and the experience this group has in making this ad.
we celebrate in particular these kids kind of fun – spending a lot of time thinking about this, producing it and editing it. these are very wholesome and commendable activities for these teen-agers. this blog applauds you and would like you to know we are very proud of you. it is an honor to have your work posted in this blog.
i would recommend to all the kids in this tv ad to consider a career in advertising, tv and show business. very excellent work.
5 stars, no less!