memo to villar ad people : mga kids, attention to details lang please. strike 2 na kayo!

ok, ok so we are belaboring the point here in 2010 Presidentiables – we are once again talking about the villar “itik” tv spot.

we are doing this as we are of the point of view that it is important for ad people to remember that when it comes to political ads, they need to be perfect. this is a political ad, errors are more magnified than for consumer brands. political opponents of the candidate you are advertising can make a big deal of your errors. the electorate themselves can make a big deal of your errors. more importantly, there is no round 2 for political ads because there is only one election date. a mistake made now is a mistake made forever.

so, it’s a good thing that villar’s ad people revised the ending of the itik tv spot, but it’s not a good thing that when they revised it, they did not do a 100% fix on it. tsk, tsk.

here’s why:

• they did not re-shoot the ad, they did CG work (computer graphics) in getting the dirt on villar’s shirt. the ideal would have been to re-shoot the ending. CG could have fine but they should have made sure it delivered.
• the shape of the dirt on the shirt at end the tv spot is inconsistent with the one at the middle of the tv spot. in the shot at the middle of the ad, it was more like a trail of mud caused by 3 fingers, not like the blob that appears at the end shot.
• the color is also inconsistent. the shot at the middle of the ad was light, the color at the end was dark. they over-applied at the end of the ad. in other words, the actual dirt that villar wiped on his shirt was not as much as they had placed on CG at the end of the ad.
• placement is off – in the middle of the ad, it was more on the right side of the shirt which is consistent with villar wiping his right hand on his shirt which will naturally land more on the right side of the shirt. the dirt at the end was placed more on the center of the shirt.
• the dirt at the end “jumped” or “moved” as the scene played out. this meant the CG artist became lazy and did not painstakingly make sure it is consistent from frame to frame.

the above are easier to see on tv. it also points out that reshooting the scenes (they need to re-shoot the middle wiping on shirt and end shot but this time use the same shirt in both scenes) would have been the smarter thing to do. the problems, above, are the things you can expect to happen when you do a CG work of this sort, specially if you don’t hire a good CG artist.

mga kids, ayan na naman – palpak sa attention to details! strike 2 na kayo mga kids!