the department of tourism of the philippinjes just launched its new tourism advertising campaign, “it’s more fun in the philippines”. it’s a great tourism ad campaign and we have seen it’s execution in tv ads somewhat when ads were aired at CNN when the news network featured the philippines just a few weeks ago. how good are those ads aired at CNN? that will be for another topic.
one of advertising 101 principles is recency and relevance. this is pretty basic – for an ad to work you need it to talk to the audience of today. it does not matter what the age of the target audience is, the ad needs to feel, look and contain advertising promises and execution that says to the audience, the product being advertised exist right now and is talking to them right now.
just yesterday is one such event – jessica sanchez, the filipina-mexican-american 16 year old girl came in second in the very popular american idol singing reality tv show. jessica was born in the US, that’s where she got the “american” part while she has a mexican father and a filipina mother.
american idol is not only a popular tv show in the US but also all over the world. the show is closely followed by audiences worldwide. for most watching the telecast after it’s aired in the US and in this case social media giving a blow by blow account of the performances. it follows that the contestants who battle it out in the show also gain worldwide acclaim and popularity.
and this is where jessica sanchez and the DOT’s (department of tourism) tourism advertising campaign meet each other. the country’s tourism campaign by the nature of tourism being global, where tourists from all over the world is a target market makes jessica sanchez a natural choice for its ad campaign. aside from it is safe to assume jessica has a global following , jessica coming in as runner up at american idol says she has a very wide fan base in the US, one of the largest if not largest market for tourism for the country. the finale had a total of 130M votes, an american idol record. taking out multiple votes, at least 90 M people in the US know who jessica sanchez is. 90M people is the population size of some countries, like the philippines. having asian roots also make her a naturally strong magnet for tourists in asian countries.
bloggers and social media citizens have pointed out that based on social media responses to the results of the american idol finals, philip philips who won is the “american idol” but jessica sanchez is the “world idol”. jessica apparently has gotten more positive feedback from all over the world than philip philips had.
the recency factor is also a big plus for jessica as an effective endorser. but that also puts a lot of urgency for the department of tourism to sign up jessica for an ad campaign. getting her to appear in an ad sooner will be better for the campaign as a whole.
a tv ad featuring jessica necessarily will need to involve jessica to sing. it is what she is known for and it is what people worldwide admire her for. the DOT may p[erhaps commission a filipino song writer to write the jingle. there are many talented song writers in the country and for sure it will be easy to get a most appropriate one. this jingle needs to work well in english and in filipino. we;re thinking the ad needs to be shot in both languages.
the filipino version can be used mostly in the philippines and not only will that generate domestic tourism, it will unite and generate nationalistic pride among the pinoys. the onky question of course is can jessica sing in filipino?
jessica’s global popularity is a built in advantage for the tourism ad campaign. people not only know her but also admire her. having her in a tourism ad will automatically generate a lot of goodwill and call attention. it also helps a lot that pinoys in general like music and are known to be good singers. there is no hotel in asia that do not have filipino bands playing in the bar or restaurants. a tourism ad for the philippines that features a popular singer is a perfect combination.
the talent who will appear in the ad clearly determined, the only question will be what is the content of the tv ad. – what is the advertising strategy and what are the consumer insights. and how this will fold in nicely to the “it.s more fun on the philippines” concept. we think the last part is a must.
the risk of getting a popular endorser like jessica sanchez in an ad is that the ad agency forgets about strategies. insights and campaign concept and just write copy to exploit the power of the endorser. while this type of ads may pull in audience and recall, it will fail in building a brand for the country.
~~~mindscape landmark ~~~
carlo p arvisu
the willie revillame mess at his tv show “willing willie” has taken a higher level discussion now from the question was there child abuse in revillame’s show or none to what is philippine tv and should it be?
we applaud monique wilson for speaking out and for urging other filipino talents to speak their minds on the issue. she makes a very good point that in recent years we have been seeing more and more
filipinos breaking out and being admired in the world stage. there is now a huge army of them with filipinos and half filipinos who have become and are hailed as world-class in their firleds from many persuasions – music, arts, sports, design, modeling, journalism, medicine, visual arts, business and many others.
with so many filipinos taking on the stature and reputation as being world-class, why is philippine tv doing a “dumb down” on the philippine audience?
Don’t dumb down viewers, TV urged
Actress, solon seek quality programs
by Volt Contreras
Philippine Daily Inquirer
First Posted 00:11:00 04/11/2011
MANILA, Philippines—Even the theater star who brought “The Vagina Monologues” to the Philippine stage is aghast.
The list of Willie Revillame’s critics now includes acclaimed actress-director Monique Wilson, who called on local artists to band together, overcome fears of crossing potential employers, and help put the pressure on TV networks that “dumb down” the Filipino audience.
“We keep saying Filipino artists are world-class. Well, let’s prove it now,” Wilson wrote on her blog as she weighed in on the latest controversy hounding the game show host.
“The debate is no longer whether it was child abuse or not,” Wilson said, referring to the widely criticized episode of Revillame’s “Willing Willie” show on TV5 that had a 6-year-old boy gyrating like a macho dancer while breaking into tears for a P10,000 cash prize.
“The facts are plain to see. No one with a sense of respect for another human being can dispute that,” Wilson said.
“The discourse now is how we, as Filipinos, as artists involved in the same industry that created Willie Revillame and shows like his, could have allowed this to go on for as long as it has.”
willie revillame will sue everyone, enumerates good deeds, vents on sponsors, show off the air on live tv – watch video here
this is a video shown on live tv of an embattled man – willie revillame as he rants on live tv in his show “willing willie” at abc 5. wait a minute, this is willie revillame, so what else is new? we have seen willie do this on live tv before. not the same topic but on the same sort of emotions and yes the same sort of topic – his misdeeds on his tv shows.
this one is in relation to his most recent misdeed on his new tv show at abc 5 where he allowed a 6 year old, jan-jan, boy do a macho dance (read : male striptease dance) on live tv. he not only allowed the boy do his macho dance, he also asked the boy to repeat the dance several times with the proper annotation from him on why the boy is doing the dance. what made it worst was that the boy was in tears while he was dancing and the audience, including revillame not only approving the performance but also wildly cheering the boy on. (watch the macho dance video here: http://wp.me/paTrm-1ut)
pinoy internet universe reacted to the macho dance when it was posted in youtube with calls, actually howling, of protest against willie revillame and willing willie. pinoy netizens of twitter and facebook took to thye streets ofr the internet and called for the ouster of revillame from the show. this is not new to these netizens, they have done similar protests before.
shortly thereafter, government agencies took notice and declared revillame’s action on the show was child abuse. the mtcrb, human rights commission and DSWD have put revillame on notice for his latest infraction on the 6 year old boy.
this went on for a few days. revillame and abc 5 of course went on a defensive and yes offensive move agaisnt the new storm hitting on the revillame franchise. revillame and the tv station was of course not repentant, not even humble. they clearly declared no child abuse occurred. they did not even admit to a moral mistake, not even a disrespect against the boy. the show went on in between the offensive fight theyput up to defent the honor of revillame and the tv show, unmindful of what has been done to the honor of the boy.
until Ad Power (read : as in People Power) hit the tv show – major advertisers, jollibee, procter & gamble, CDO, lhuillier, del monte and uni-lever pulled their ads off the tv show.l (read it here: http://wp.me/paTrm-1uy). these advertisers are major advertisers, that means they are the biggest ad spenders in the industry. uni-levfer, procter & gamble and jollibee most probably belong to the top 5 biggest ad spenders in the industry.
Ad Power got the attention of revillame. it’s not surprising, as this power hits revillame and the show where it hurts the most – at the wallet. money is something revillame understands very well. the pull out of these advertisers mean the show cannot go on airing as every day they go on air, they will lose money. and this is not just small change, we are talking of possibly millions of pesos on a daily basis.
with Ad Power slamming its face on the willing willie tv show, revillame last friday announced the show will be off the air for two weeks. revillame is a businessman, he knows the power of Ad Power. revillame will not only lose his salary, he will also lose profit as revillame owns the show and produces it. he finances the show. a pull out of advertisers mean not only a loss of salary but also profit for his company.
this particular live performance of revillame was supposed to be a simple announcement of the tv show taking a 2 week hiatus but it actually became a stand-up performance of revillame which was actually not funny. it became a rant not only against certain groups but against the world as well.
he first said his tv show will be temporarily off the air for two weeks to return after holy week but in succeeding rants, by accident he let it slip out that the show might not come back on the air. if the show does not return on air, we can only conclude abc 5 management had decided to cancel the show to avoid further problems in the future. he mentioned that he had talked to the GM of the tv station and owner, manny pangilinan.
revillame also ranted, actually threatened to sue fellow celebrities who criticized him on this macho dancing scandal. apparently he felt his fellow celebrities should have just kept quiet about their displeasure on other celebrities.
list of celebrities revillame will sue:
Revillame delivered an emotional 25-minute speech at the end of his program on Friday night. Among other things, he accused celebrities Lea Salonga, Jim Paredes, Aiza Seguerra, Tuesday Vargas, Agot Isidro, Mylene Dizon and Bianca Gonzalez of “prejudging” him on the microblogging site Twitter.
when he enumerated the list of celebrities he will sue, we thought he was unkind to aiza seguera. he challeneged sequera “to be a man” (“magpakalalake ka”). seguera is a lesbian. he also mentioned the fact that aiza was once a child star herself. we are not sure the connection to the issue at hand, but we think aiza being a child star herself is in a very good position to know how it is to feel exploited as a child which is the charge government agencies are lodging against revillame. we do not know if aiza was exploited when she was a child star, but for sure she has a clear understanding of what is right and wrong for child stars.
with such a long list of celebrities that revillame is planning to take to court for whatever alleged crime/s, we like to congratulate revillame’s lawyers for what might be windfall profits and revenues this year.
where is revillame now after this announcement on tv? we think he is in bigger trouble than before the announcement.
nothing about the announcement was humble, apologetic, reconciliatory or even wholesome. he turned a simple announcement of a hiatus of the show into a rant and whining about his problems and detractors. he couls have used the opportunity to gain sympathy from a wider audience other than his fans but instead he may have angered more.l with this announcement he draw the battle lines even deeper and wider.
he may have said things that can be used legally against him, if it comes to a court trialo. for sure, the MTRCB, the human rights group and DSWD will be hard put to kinder and more lenient on revillame with hyis performance in this rant. the message that these government agencies is getting is that revillame will deserve whatever punishment they might put on revillame.
from a PR standpoint, revillame loses badly, dramatically in many ways. his performance in this rant is a PR nightmare. revillame did not defuse anything, did not gain sympathy, he may have ignited more disagreement with what he has done and those against him hardening their positions.
for sure, revillame has a talent in getting ratings. he did it again here but for the wrong reasons and it will hurt him more.
Ad Power puts willie revillame’s “willing willie” tv show off air – uni-lever is 6th company to stop ads
this is called advertising power – with withdrawals of ads from the tv show, willie revillame has announced his willing willie tv show will go off the air for 2 weeks.
before the exodus of major advertisers from the tv show, willie revillame in his show and in interviews, including the tv station’s spokespersons were adamant and strong about no infractions and no child abuse occurred in the show.
it appears money talks and it talks loud to willie revillame. as soon as 5 major advertisers pulled off their ads from the show, revillame showed repentance so it seems and decided to pull off the air his tv show for 2 weeks. without the ad moneys in his tv show, it would have been a huge financial loss for revillame who is the producer and financier of the show.
uni-lever is the 6th advertiser to pull off its ads from the show with procter & gamble, jollibee, del monte, CDO and lhuiller announcing ad pull outs earlier on. procter & gamble, uni-lever and jollibee are the country’s top advertisers, probably belonging to the top 5 biggest ad spenders in the industry. private businesses is doing the country a very good favor in pulling out its ads from willie revillame’s tv show.
it is interesting how this is playing out as abc 5 is owned by manny pangilinan whose company PLDT also owns Smart Telecommunications, the country’s leading mobile phone service provider and also one of the top advertisers in the country. will Smart pull its ads as well?
‘Willing Willie’ to go off air for 2 weeks, Revillame says
First Posted 22:17:00 04/08/2011
Filed Under: Entertainment (general), Television, Celebrities
MANILA, Philippines—Controversial television host Willie Revillame announced Friday night that his primetime game show “Willing Willie” will go off air for two weeks starting Monday next week (April 11).
Revillame expressed disappointment over the companies that pulled out their ad placements from his show.
He maintained that he did not commit child abuse in an episode of “Willing Willie” exposing a boy simulating a striptease.
Revillame also warned to file charges against some celebrities who “attacked” him on the social networking site Twitter.
List of companies who have withdrawn their ads from Willie Revillame’s “Wiling Willie” tv show:
- jollibee corporation
- procter & gamble philippines
- del monte philippines
- lhuillier pawnshop
today we heard the next best thing on willie revillame – he takes an “indefinite break” from wowowee. to us we would like revillame to make his leave definite and for good so we guess we can celebrate this move, the next best thing.
we hope revillame will not take back his word and we hope abs-cbn will make this permanent.
Willie Revillame takes ‘indefinite break’ from ‘Wowowee’abs-cbnNEWS.comPosted at 05/25/2010 12:01 PM | Updated as of 05/25/2010 3:59 PM
MANILA, Philippines – “Wowowee” host Willie Revillame is taking an “indefinite break” from his popular noontime show, but his contract obligations with ABS-CBN remain, the network announced on Tuesday.
“ABS-CBN and Willie agreed that he takes an indefinite break effective immediately, but his contract obligations with ABS-CBN hold. This disallows him to perform similar work for any person or entity in direct competition with ABS-CBN,” said Bong Osorio, head of ABS-CBN Corporate Communications.
“Willie has realized his mistake and apologized to ABS-CBN management for his outburst on air in Wowowee on May 4, 2010, and his failure to report to work since May 5, 2010. ABS-CBN management has accepted Willie’s apology,” the network said.
quotations from The 2010 Presidentiables Blog are featured at the april 2010 of the Entrepreneur Philippines Magazine. check out the article entitled “Meet The Candidates” by jimbo owen b. gulle on pages 62 to 68.
the article picks out quotes on our views on the tv advertising aired by the presidentiables. next at The 2010 Presidentiables are our add ons to the quotes used in the magazine.
click to view The 2010 Presidentiales Blog here : http://2010presidentiables.wordpress.com/
aside from the actual fight, the things to watch out for in tomorrow’s fight are the tv ads of the presidentiables and other political candidates. for sure the politicians will be airing their ads heavily if not air new tv ads. i would be very surprised if the presidentiables do not launch new tv ads during the fight.
the pacquiao-cotto fight is probably the closest the country comes to The Super Bowl in the US where practically all homes in the US tune in on the Super Bowl with many having parties and the US ad industry going crazy in airing their best and brightest. the Super Bowl brings in the audience, the ratings are always sky-high which allows the Super Bowl to price their tv spot at an amazing $3 Million per 30 second spot.
(read more on Super Bowl Ads here: http://the-wawam-file.blogspot.com/search/label/super%20bowl).
at that extremely high cost, the US ad industry kills itself in coming up with their best ads. ads aired in the Super Bowl has become an event in itself where the audience have come to expect and anticipate great ads. talks the day after at water coolers among the audience are not only on the game itself but also the ads they saw in the super bowl.
(view ads aired in the Super Bowl here: http://the-wawam-file.blogspot.com/search/label/super%20bowl%20ads)
careers and marketing success are made at the super bowl for ad people and ad agencies. apple was one and coca cola is another.
it will not be exactly what will happen in the pacquiao-cotto fight but we can expect presidentiables to air new ads tomorrow. the fight will most likely get the highest rating this year and the history of advertising in the country. while 30 second ad costs are expected to be extremely high, we think, just like at the super bowl, it is very much worth it.
gilbert teodoro did it during the pacquiao-hatton fight where he aired his disaster preparedness tv ad and introduced himself for the first time to the voters. (read here: gilbert who? introduces himself in tv ad) teodoro’s ad was aired in every commercial break in that fight.
let us just hope that the quality of the ads the politicians will air tomorrow will be as good as the ones aired in the super bowl.
here is a thought:
loren legarda said she will announce her plans for 2010 on november 15. hmm…… we wonder if legarda will do it via a new tv ad to be aired tomorrow during the fight?
if they have not already, abs-cbn will at some point need to make a business decision on willie revillame’s future in the show wowowee. their action at “self-regulation” seem to indicate MTRCB’s decision on the complaint is against revillame. the self-regulation action is meant to preempt MTRCB’s adverse decision if not to delay it to buy time so that they can negotiate with MTRCB perhaps for a leaner punishment for revillame.
we think abs-cbn’s business decision on willie revillame should be to remove revillame from wowowee, based on the following:
- tv ratings show no change or no drop in rating when revillame was not hosting wowowee versus the period prior to the incident when revillame was hosting the show. that means the audience do not find revillame that important to the show. the audience do not mind revillame not hosting to show. the same audience watch the show even though revillame is not there.
- from the above, one conclusion is that people watch the show, its concept and not revillame.
- another conclusion is that the other hosts of the show who have taken over revillame’s hosting chores are doing a great job and can in fact hold their own in the show.
- with no change in tv ratings, abs-cbn does not face any risk of losing tv ad placements in the show. advertisers air their ads on the basis of ratings and audience profile. none of that is lost and none has changed. advertisers will continue to air ads at wowowee even without revillame in the show.
- based on the rating of the show versus eat bulaga, abs-cbn should also reconsider changing not only the hosts, removing revillame and looking for new ones, they should also look into changing show’s format and concept. eat bulaga’s ratings even when willie was in the who was at a high 25% to 28% while wowowee was at a low 12% to 16%. eat bulaga has almost double the audience size of wowowee. that says a lot fo things. eat bulaga is funnier, relatively more wholesome, relatively has less in your face sexy dancing and it does not have willie revillame in it. that says the lunchtime audience prefer eat bulaga’s relatively more wholesome, funnier and less sexy format and concept.
- the firestorm this latest incident has caused says wowowee has lost goodwill from its audience due to revillame. keeping revillame there will make it difficult for the show to gain this goodwill back.
- this is not the first time revillame has done something like this. it is time abs-cbn gets rid of a problematic tv host.
bottom line — abs-cbn stands to gain and regain a lot and lose nothing if it fires revillame from wowowee. in fact removing revillame from the show can give abs-cbn a good opportunity to reformat the show and finally beat eat bulaga in the ratings game.
we think these are compelling reasons for abs-cbn to do what is right- remove revillame from wowowee.
we are posting here a comment by Gina Downer, posted here: http://wp.me/paTrm-WC.
please note that the uderscoring, the title of this post and accompanying photos and images are supplied by wawam.wordpress.
I was not familiar with this person Willie Revillame up until recently. All I could share is my very first impression of this supposedly wholesome noontime show he hosts.
Visiting the Philippines 3 years ago, I happen to notice his noontime show that was on. I found the show repulsive with the very young ladies gyrating in the “background” of the main event clad in very skimpy outfits.
There was a game going on but the cameras were making sure that these gyrating dancers were there to be seen for all to see…for whose pleasure?
Then I later find out that the host ,Willie Revillame is the one that calls the shot for all of what goes on the show, including the young girls who I bet are just happy to have a paycheck But having to wear skimpy outfits more suited for an adult entertainment venue?
Is Willie responsible for the tone of this show? Apparently so. As I read more about this person, I was correct in being offended in what I saw in his show 3 years ago. His show was crass and he comes across to me as an arrogant, condescending rude to the audience and contestants in the show. Why is ABS-CBN so oblivious to all of these?
The Filipino people are getting so desensitized on a daily basis by this show. People just accepts it as it is.What Willie likes , he gets. A person like him should not have such absolute power over a media that is seen by millions.
The network has the responsibility that the viewing public is not subjected to such debauchery in the middle of the day. What is the government doing about all of this?
Those dancers deserve to show their talents in a more appropriate way, and not be required to perform in such lewd manner. I feel for the parents of these young girls, who like I said are all just wanting to make a living like the rest of us.
I say get this Revillame guy out of there and make your noontime show deserving a wholesome rating. Stop feeding the already sick appetite of some men, like Willie Revillame for young girls through your show. It is just plain wrong.
photos posted by wawam.wordpress:
read other posts on willie revillame and wowowee:
- no drop in tv rating while willie revillame out of wowowee – revillame is insignificant
- willie revillame and wowowee and what is wrong with philippine television
- willie revillame may leave tv show. internet citizens making a difference!
- Reasons why Willie Revillame must be banned from Television
- willie revillame apologizes for the wrong reason; takes a 3-week leave from wowowee
- Which is worth of respect? Which is rude?
- Letter of Complaint to ABS-CBN Against Mr. Willie Revillame
- Letter of Complaint to ABS-CBN against Mr. Willie Revillame
- willie revillame desecrates the memory of tita cory and finds the funeral a nuisance to his performance – also watch video here
- willie revillame gives the BS during MTRCB hearing – it was just a “suggestion”
- Anti-Willie Revillame Movement at facebook gains traction, now 10T members
- ABS-CBN backs Willie Revillame; says Wowowee host did not disrespect the memory of cory aquino