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

 

426. SPRITE: "“Reaching For More”, Local Adaptation of a U.S. Campaign, 1980

SPRITE " Reaching for More" TVC 30: When Global goes Local, 1980

The late 1970s were a time of growth and robust business for Coke, and in 1979, a refreshing lemon-lime flavored soft drink with a crisp, clean taste was pipelined in the market, to compete against the established 7-Up brand that had been in the Philippines since the 1930s. The new soda in a green bottle was called SPRITE, which was concocted in 1961, and introduced 2 years later to the world by Coca-Cola.

 As was the case with multinational brands, McCann-Erickson Phils. was mandated to use the creative elements of SPRITE’s “Reach for More, Reach for Sprite” campaign, and the result is a localized version that made use of the same jingle, same sports vignette-type of execution, and same campaign theme. 

 THE ORIGINAL U. S. SPRITE VERSION, 1980

The most obvious differences were the choice of sports; U.S. version had Long Jump, Volleyball, Jumping Rope, and Karate, while the Philippines featured its popular sports disciplines like Swimming, Cycling, Billiards, plus the field event, Shot Put. There  were subtle differences, a change of line or words in the lyrics here and there, and the singers, too (Note the word "reachin'" in the end-frame slogan of the Philippine ad vs. "reaching" in the U.S. ad) The Philippine version was sung by popular singer, Becca Godinez (of "Shining" and Morris Albert fame).

     WATCH THE PHILIPPINE VERSION OF SPRITE

"Reaching For More" TVC, 1980 (Source: VOT III) uploaded by Dateline Anime

The SPRITE TV ad aired in the Philippines, pretty much adhered to the U.S. developed global commercial, and the formulaic campaign apparently worked as SPRITE became a major payer in the market. In the future, SPRITE commercials became more original and Filipinized, even with mandatories from the worldwide office--the “Magpakatotoo ka” series, under the “Obey Your Thirst” campaign.

SOURCES:

Sprite TV Commercial (PH) 1980, uploaded by VOT III via Dateline Anime, https://www.youtube.com/watch?v=9S1eUC1qquY

Sprite TV Commercial (US) 1980, uploaded by deftmahatma, 2010, https://www.youtube.com/watch?v=Kn5AIJVv6Ow