445. Pilipino Advertising Klasiks (PILAK 2002) SPRITE “Japorms” TVC 30s, 1999

In 2002, the PILAK Awards were instituted by the Association of Accredited Advertising Agencies of the Philippines (4 A’s) to determine the top 25 ads from the last 50 years, the golden age of Philippine advertising. Hundred of ads were screened by the country’s top creative agency heads, until only 100 were left. From these, the 25 cream of the crop were chosen--“patalastas na walang kupas”---to be honored with the Pilipino Advertising Klasiks or PILAK Awards.

 One of the PILAK Awardees was a fairly new ad from a SPRITE TV campaign conceived by the powerhouse creatives of McCann-Erickson Phils. The “Magpakatotoo Ka”  (Be True To Yourself) TV ad series was an instant hit, with its brand of youthful humor—so comical, yet true, slick editing, stylish look, and fast-paced storytelling—not to mentioned the over-the top acting.  The “Magpakatotoo Ka” pool includes the famous Piolo & Toni (“I Love You, Piolo!) version, Ryan Agoncillo “Elevator” version (“Are you in heat?”); Music Teacher; and Basketball “Kaka” Girl, among others.

WATCH SPRITE "Japorms" TVC HERE:, uploaded by Duvine Gil Reyes

But it was the “Japorms” version that earned the judges’ nod as a PILAK winner—about a stylish youngster who thinks of himself as hip and cool when he stepped out in the sun, dressed in jeans, shades, and a very thick hoodie. He quickly suffers a heat stroke, fainting in front of a gaggle of girls who offered him cool relief with a bottle of SPRITE. “Obey your thirst” the ad says, “magpakatotoo ka”. Well, for awhile he did. He surrenders to the refreshment of SPRITE—then quickly switches back to his “feeling hip, cool” mode,  like nothing happened. The SPRITE “Japorms” TV also won a Gold Araw Award at the 1999 Philippine Advertising Congress Awards Night in Cebu.

CREDITS:

Client: Coca-Cola Philippines

Agency: McCann-Erickson Philippines / Creative Director: Teeny Gozum

Copywriter: Divine Gil / Art Director; Carlo Director

Producer: Telly Arce

Production House: Unitel

Director: Jun Reyes / Cinematographer: Boy Yñiguez

SOURCES: 

youtube, Sprite ‘Japorms’ commercial TV, uploaded by Divine Gil Reyes, 2016: https://www.youtube.com/watch?v=SI7-AhJfxZ8