Bear Brand

Title: BIKE
Director: AF Benaza
Agency: Publicis Manila
Client: Nestle Philippines
Run Time: 1 minute

About the Ad:

At the beginning of the ad, a child is seen playing with his peers, biking. In the way he rides his bicycle, it’s safe to say that at that moment he is still no good at it. He wobbles and stops suddenly, preventing an imminent accident. That’s when his mom came to his aid, then the child said that when his dad is already home, he’ll teach him how. His mom quickly responded saying. “If he isn’t tired yet.” It was an upsetting response, yet, hope remained in the child’s eyes. The next scene was about his dad. He was on his way home from his work; he is tired and unfortunately also stuck in heavy traffic. He arrived at their balcony and he saw his child sitting with a disappointed look on his face, yet the child also displayed goodness in character when his dad said to him that they could still play, he responded by saying, “No dad, you’re already tired.” Fortunately, he isn’t yet, because he was drinking bear brand sterilized milk. He was holding it when he arrived home. The sun was already nowhere to be seen. The lights outside opened, and they were able to bond with each other.

Criticism

I picked this ad, because unlike the others ads, this employed a technique. Specifically, it appealed to the viewers’ emotion. But before that, the ad was able to capture my attention because the cinematography was good, and it was improved by the musical scoring. The sound I was hearing was already appealing to my emotions, plus, the script. It made me want to know what’s next, as if I was watching a short film. It also aroused my interest because of the use of words and the transitions of the clips. It emphasized that the child was waiting and expecting his dad, then comes the transition, his dad stuck in traffic. It was a bit dramatic. In a span of a minute, they were able to tell a story effectively. Third, it unconsciously created a desire in me, since the emotion was already tied to the brand when they showed it. Lastly, it can cause action I mean, who doesn’t want bear brand sterilized milk? They are already an established brand. It can generate more action, since they reminded the viewers once more of their existence.

If you want to watch it, here’s the link to the ad:

https://www.youtube.com/watch?v=y7_XeStYc9w

Eden

Title: SUNSHINE (Eden Cheese)
Director: Franco Marinelli
Agency: Ogilvy and Mather Phils.
Client: Mondelez International

About the Ad:

This ad revolved around the breakfast of a family. At first, they were portrayed as “weak”, as what most of us are during mornings. Well, not until the brand, Eden, was introduced. They ate together their breakfast which was bread and cheese, and went out to start their day strengthened.

Criticism

There were two things that captured my attention here. One, the advertisers used the “testimonial” strategy to capture the attention of the viewers by getting Team Kramer to advertise their brand. Their kids are cute, who wouldn’t want to watch it? Second, the musical scoring also complemented the shots of the ad. It was very stimulating to listen to, very relaxing you might consider. But what really persuaded me to continue watching this ad, and also in a way influenced me into buying this product was that it made me hungry. They really did a good job highlighting the goodness of the brand by mentioning its health benefits and also using the visuals. Watch it, you’ll understand me. Lastly, I consider this a good ad because it kind of communicates that a complete family is good. It promoted oneness in the family by showing that the Team Kramer had breakfast together. Today, I personally believe that we need that reminder.

See it here: https://www.youtube.com/watch?v=HwQ0ghHh0Fg

Thank you! 

Avida

Title: HOMECOMING (Avida Land)
Director: Ianco Dela Cruz
Agency: TBWA/Santiago Mangada Puno
Client: Avida Land
Runtime: 1min

About the Ad

This advertisement revolved around different families, hobbies and group of people, that happens at “home”. They showcased how these people’s lives passed through different circumstances that shaped who they are and strengthened the bond that they have with their companions in the place they call home.

Criticism

This ad was able to capture my attention even if I knew from the beginning what this ad was about. Even so, they were able to go around it and be creative in capturing the sympathy and emotions of the viewers and through it tie the brand with that emotion. This was made possible by showing different scenarios where families were evidently in joy and was bonding with each other. 

Here's the link to the ad: https://www.youtube.com/watch?v=lL9i_UFzpxA