Back in October 2012, the Philippine’s Department of Tourism (DoT) gave Pinoys a different look at local tourist destinations. The old campaign was years old. It was simply time to level up. The great thing they partnered with ad powerhouse BBDO Guerrero to give young ones a more energetic approach.
Of course Pinoys have always had their pride, Pacquiao bad showing regardless. Add to that, Pinoys had always had their sense of humor. These people are known for finding fun in a lot of things they do. And they’re even chill enough to even just poke fun at themselves. You won’t find that in Europe unless you’re asking for a bar fight. DOT pretty much knew what they were doing and what they wanted to get from it.
So this is what the DOT made a splash with in 2012:
You know it. Pinoys bring the party wherever they go.
But that vid was a long long looong time coming.
Before that, this was the running campaign:
It was called WOW Philippines back then. It was a smart campaign in its own right, but it was also bound to fade.
Yup, add that to the list of many Pinoy commercials that eventually faded. Of course, the Philippines may still be third world but it’s not backward! Ad agencies eventually moved on from ads like those below:
Philippine Airlines – Shining Through (1980′s)
PLDT NDD ( Suportahan Taka TV Ad 2001 )
McDonald’s Classic Philippine TV Commercial / Karen
Coke ( The Coke Beat Philippine TV Ad 2003 )
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