|Creative Guild’s 1994 TV Ad of the Year: AYALA CENTER, “WATERS”|
Ace-Saacthi and Saatchi Advertising
The Creative Guild of the Philippines turned 10 in 1994, so a big awards night was planned for its annual advertising awards. “Isa Munang Patalastas” was the theme of the much-anticipated event, held on 6 April 1995 at the Louie’s Cinema at Mile Long, in Makati.
All eyes were focused on the Creative Guild monthly winners—Kubota “Kaibigan”, “Voices/Dances/ Strings”,Cinderella “Kaleidoscope” (Hemisphere Leo Burnett), Standard Fan “Baras”, BancNet “Kabuli”, Motolite “Tawid”, Imperial Soap “Prince” (Basic Advertising), Del Monte “AKK”,Sprite “Thought for Food”, McCann-Erickson “Santo” (McCann-Erickson), Ben Gay “Long-Lasting” (Jimenez/DMB&B). Purefoods “KC” (Lintas:Manila), Ayala Center “Waters”, Swift “Mighty Meaty” (Ace-Saatchi & Saatchi) and Kraft Chiz Whiz “Famas” (JWT).
When all the votes were cast, it was the stylish and beautifully-crafted commercial of the newly-developed Ayala Center that came out the clear winner, from Ace-Saatchi and Saatchi.
WATCH AYALA LAND'S "Waters" here:
The commercial—which had many versions-- was a virtual eye candy, featuring a lush collage of lifestyle images exquisitely photographed and presented to the bossa beat of Sergio Mendez’ “Waters of March” . It became the benchmark for achieving the slick, premium look of high-end commercials, with high-tech cinematic effects and editing.The TV Ad of the Year for 1994 went on to win more accolades at the 13th Philippine Advertising Congress.
ADVERTISER: Ayala Land, Inc.
AGENCY: Ace/ Saatchi & Saatchi
CREATIVE DIRECTOR: Melvin Mangada
CONCEPT TEAM: Tanke Tankeko /David Ferrer
ECD: Jaime F. Santiago
PRODUCER: Aldrin Galang
CINEMATOGRAPHER: Rody Lacap
DIRECTOR: Dante Datu
PRODUCTION HOUSE: Filmex