Home > 2010 philippine presidential election, Kahindik-hindik, manny villar, manny villar tv ads, philippine advertising, political ads, political tv ads, presidentiables > did the manny villar campaign plagiarize a Cannes Lions award winning argentina tv ad?

did the manny villar campaign plagiarize a Cannes Lions award winning argentina tv ad?

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
Title: TRUTH
Advertiser: RECREAR
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
Title: TRUTH
Advertiser: RECREAR
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
Director: Jojó/Bosco
Producer: Fernando Rambo Damiano
Editor: Awards Cine
Music: Fernando Sorín
Account Supervisor: Ricardo Martino/Diego Campos Galante

  1. rene joaquin
    April 3, 2010 at 11:47 am


    • kibin
      April 6, 2010 at 11:18 am

      In the world of art (in this case sa film), plagiarism is a heinous crime. Hindi pa nga siya presidente, tinotolerate nya ang mga displays na ‘to sa kanyang team. Hay, sad naman. People are being mislead.

    • asti21
      May 5, 2010 at 11:47 am

      @rene joaquin- this just shows how idiot a person can be ( i was referring to you). Some people will definitely twist any logic just to prove their point even if it defies any valid reason. For one, it is the local counterpart of the international company that made the original video. Where is the plagiarism tell me? Suing adidas philippines perhaps because it used the logo of adidas international? If there should be an issue, TBWA international should have made the complaint but is there any except for some people who just can’t stop making up issues. And noynoy the only hope of our nation, a long-time lawmaker unable to make any significant law. Now I wonder.

  2. Ad Man
    April 5, 2010 at 8:42 am

    That Cannes ad is well-known in the ad industry, but obviously the masses have never seen it. Maybe the ad agency thought since it was marketed towards the masses, it’s okay to copy it.

    Needless to say, a good chunk of people in the ad industry are fuming over this!!!

    • pulangtopak
      May 3, 2010 at 1:54 pm

      its ok to copy??? you must be a good cheater and magaling mangopya.
      plagiarism IS A CRIME – my God

  3. makubex
    April 5, 2010 at 12:11 pm

    i’m not a fan of his but.., he didn’t copied it all, he changed it a bit. but still, he’ll do anything to win. hayz.. politicians..

  4. Carol
    April 5, 2010 at 2:24 pm

    Marketers and brands copy ad ideas and marketing strategies all the time. Recently, Jollibee copied T-mobile’s live flashmob. Sarkozy copied Obama’s iconic graphic red-white-blue graphic designed headshot. If it works for them, fine. If they enter it in awards shows, not fine.

  5. alain
    April 5, 2010 at 5:12 pm

    gayang gaya.

    But how is this Villar’s fault?
    When it was his agency(TBWA)who used unoriginal material.

    If anything.. we should be disappointed with the local chapter of TBWA.. for presenting this concept to Villar’s camp.

    How is Villar supposed to know that this was used in Argentina? I mean come on.. Client lang sya.

  6. Crick
    April 6, 2010 at 2:04 am

    I’m sure the ad agency knows other agencies know it was inspired by the truth. It was simply a perfect vehicle for Villar’s message. (This is objective, since I dont vote in the Phils.)
    Just check out you tube there were many videos inspired by the truth.

    Rene Joaquin, you dont know Noynoy.

    • asti21
      May 5, 2010 at 11:49 am

      So true. Some people are just plain stupid.

  7. Crick
    April 6, 2010 at 2:07 am

    Does it make Villar less capable to lead country? Does it make Villar suddenly less competent?

    • pulangtopak
      May 3, 2010 at 2:34 pm

      yes. when one is corrupt,he cannot lead. where would a corrupt leader lead us?
      may be a corrupt leader can lead us (benefit of doubt). LEAD US TO DESTRUCTION..

  8. kmd
    April 6, 2010 at 10:39 am

    This just shows how insincere he is. 😦

  9. Crick
    April 7, 2010 at 2:42 am

    insencere? Di naman, yung format ay mula sa sister agency ng tbwa. Normal yun sa isang network. Nagsashare sila ng ideas or formats. Kaso, yung mga anti villar gumawa ng oportuninad.

    • April 7, 2010 at 11:44 am

      this is not normal among ad agencies. it is normal among some multinational clients, like Uni-Lever airing the same tv ad in different countries. but you don’t see ad agencies copying an ad of a client in one country to an ad of a different client in anouther country.

      the ads are properties of the client, not the ad agency. if a branch of that agency wants to use it, ut needs to ask the permission of the client. that rarely happens. in fact, i have not seen that happen over mmany years of being in the ad industry.

      • crick
        April 10, 2010 at 2:16 am

        The rights of “the truth” belong to tbwa.
        The president of TBWA Asia Pacific gave the permission. I heard.

    • pulangtopak
      May 3, 2010 at 2:01 pm

      hindi pala original yong mga ideas ni villar. Shared pala yon.di bale na lang kong mahihirap pa ako. Mahilig pala itong si villar mameke ng dokumento at mangopya ng ideas para tapusin ang kahirapan. huwag na lang…

  10. Crick
    April 7, 2010 at 2:43 am

    Okay si Carol. Tama yun. Pero di copying ang tawag. Adaptation.

    • pulangtopak
      May 3, 2010 at 2:08 pm

      no matter how we use nice words – adaptation,adoption,…tion….tion….
      it is still not original.NOT COMING FROM HIS HEART.as if you are giving another word for corruption. a word that the corrupt and the blinds WANTED TO HEAR.

  11. Cito
    April 7, 2010 at 2:19 pm

    Pinalaki nyo naman ang maliit na isyo. Does it matter. Maybe they ask permition to use the ad. How do you know that Villar knew that it was used before. If this works and they have permition then use it. I would.

    How about an idea that someone used to improve himself health wise or financially, or better something that would improve our country. Would you use the idea, It would be stupid not to do the same.

    For Villar and Noynoy, the greatest measure is who has achieved the most in their life and contributed the most for the benefit of our country.

    If you look closely, Noynoy has achieved nothing and contributed nothing in his current position while Villar has achieved more financially and contributed more in his current position without the help of family. Of course if you don’t do anything, you will always have a clean record. Duh!!

    If you allow this two to live and grow in a place like Iraq or Africa. Do you think Noynoy would survived. If Kris is there, maybe.

    • pulangtopak
      May 3, 2010 at 2:17 pm

      malili-it na isyu?? mali-it pala yong utak mo. ask your lawyer if you have or ask even those who did not pass the bar exams about PLAGIARISM. MY God, we are not electing a barangay captain here.MY God, how people today look at corruption as a small thing…

  12. April 7, 2010 at 7:28 pm

    Alam naman nating lahat na gagawin ng isang presidential candidate ang lahat para manalo siya pero alam ko ginawa lang ni Villar yun para manalo sya pero masama yung nang gagaya..Gusto nya ngang maboto ng mga tao pero bakit nya ginagawa ang mga masama
    Dati gusto ko sya pero ngayon parang nawalan na ako ng gana para iboto sya!
    Noy noy na nga lang

  13. April 10, 2010 at 8:30 am

    crick :

    The rights of “the truth” belong to tbwa.
    The president of TBWA Asia Pacific gave the permission. I heard.

    it is not for TBWA to give permission for its use in the philippines, it is the client’s.

  14. rolan
    April 11, 2010 at 1:27 pm

    Why ABS CBN could not give the news that GIBO is winning the online polls…?

    Because ABS CBN is

  15. siobe
    May 1, 2010 at 6:49 pm

    i’m using the issue for my requirement in my English class… i was quite amazed! sen. villar would do anything even to “plagiarize” (if that’s the right word to call such offense) the said ad, just to get the attention of the people.. however, he was indeed brilliant, i got so impressed with it,when it was aired on tv.

    • pulangtopak
      May 3, 2010 at 2:23 pm

      you got impressed on things na peke at walang originality. my God, we are not talking here about tv commercials and tv shows to entertain. WE ARE TALKING HERE ABOUT THE OFFICE OF THE PRESIDENT.

  16. pulangtopak
    May 3, 2010 at 2:42 pm

    i’m not anymore surprised of villar AND PARTY doing the “UNUSUAL”.
    Mampeke pa nga eh… NAG-FORGE PA NGA NG PIRMA..

  1. April 6, 2010 at 12:49 pm
  2. April 7, 2010 at 9:00 am
  3. April 7, 2010 at 9:07 am

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