Tuesday, March 29, 2016

52. Creative Guild’s 1994 TV Ad of the Year: AYALA CENTER, “WATERS”

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 
CONCEPT TEAM:    Tanke Tankeko /David Ferrer 
ECD:                          Jaime F. Santiago 
PRODUCER:            Aldrin Galang 
DIRECTOR:             Dante Datu 


  1. Aside from this TV commercial, where can I get a copy of the rest of the TV, radio, and/or print commercials that were nominees in this Creative Guild of the Philippines' annual awards (as mentioned in this article)? I never saw them before.

  2. I believe the ad agencies mentioned keep their own archives.

  3. By the way, the "1994 TV Ad of the Year" winner also had her companion: Purefoods Tender Juicy Hotdog's "KC," by Lintas Manila. Of course, it was the one had that popular tagline, "Goodbye Carlo!"

    1. In other words, both tied. For me, those two TV commercials are really 1994's best TV commercials.