A BIT OF HISTORY
Television was introduced in the Philippines by Judge Antonio Quirino, younger brother of former President Elpidio Quirino, on 23 October 1953. Imported television advertisements were used until 1960. The first local television advert aired in 1960 was for Tide washing powder. In 1966, when Philippine television switched from black-and-white to colour, the first colour television ad also appeared, with the first advertiser being Colgate-Palmolive.
Video: The first Philippine advertisement – Tide (1960)
RULES WHEREVER YOU LOOK
In the world of Philippine advertising, it is important to follow the rules. The advertising industry in the Philippines is overseen by a number of government agencies that have the power to control almost all advertised products and services. In addition, the Advertising Standards Council (ASC) is also an important player, which advocates the regulation of responsible advertising content. Its main task is to review advertisements for truth and fairness, hear complaints and resolve disputes about the content of advertising.
UNIQUE PHILIPPINE SPIRIT
Brands that want to establish themselves in the Philippines need to understand their target audience and embrace the local lifestyle.
A distinctive feature is a group-oriented culture that emphasises face-saving, personal pride and honour. A strongly rooted respect for old age as a source of wisdom, experience and knowledge is typical. On the business side, Filipinos are - compared to us - very conservative. They prefer tried-and-tested, established practices and products, time-tested, well-known brands, and consistent, reliable suppliers. This conservative approach is also reflected in their attitude towards innovative, more technically advanced or modern products and solutions. Thus, advertisers and brands have to face an initial, rather strong scepticism and distrust of new products by the islanders.
The Filipinos, who are best described by their favourite phrase “bahala na” (translated as “God’s will be done”), are considered happy people. They are humble, freedom is more than material wealth for them, and they are known for their strong sense of community, love of family, and unique sense of humour.
By creating advertising that is in harmony with these nuances, a brand can build a deep connection with its audience. For example, Angkas, a brand famous for its “meme” advertising strategy and humour that resonates with Phillippine audiences, has achieved this.
Video: Angkas – Malakas
SINGING, DANCING, BASKETBALL AND COCKFIGHTING
The Philippines lives and breathes dancing and singing because Filipinos love to have fun. Sport is another means of strengthening relationships - the natives are very competitive. Controversial cockfights are very popular, but basketball is probably the most popular sport on the islands today. Not surprisingly, the most profitable and expensive advertising is during basketball games.
STANDING OUT FROM THE CROWD IS DIFFICULT FOR ADVERTISING AGENCIES
The Philippines is larded with advertisements and Filipinos are bombarded with promotional messages from all sides. The Philippine media is already saturated with marketing campaigns, so standing out in the crowd may seem almost impossible.
In the list of the most successful ones that stand out, we find Oddefy, the agency that helped GrabFood become more visible during the Christmas season. Using a story of two brothers, the advert delivers the message that even when family members become estranged over time, food can be the spark that rekindles family relationships.
Video: GrabFood – Christmas
The Gigil agency even scored at the Cannes Lions. In 2022, it won a Bronze Lion for its Party ad for the Cheers brand, which brings good cheer into homes.
Video: Cheers – Party (Gigil)
We will stay with the Cannes Lions for a while. In 2023, McDonald’s “Unbranded Menu” advertisement (Leo Burnett Manila agency) won the Silver and Bronze Lions in the Entertainment Lions for Gaming category. With this significant achievement, Leo Burnett is the only Philippine agency being awarded Lions in this year’s festival.
Video: McDonald's – Unbranded Menu
BRANDS THAT HAVE MANAGED TO CAPTIVATE ISLANDERS
Although the Philippine media is oversaturated with advertisements and the average consumer may feel numb or indifferent to brands, some brands have managed to capture the attention and interest of the audience. See for yourself.
RC COLA PHILIPPINES – “BASTA RC COLA”
Watching this ad, you cannot believe your eyes. A son comes home, and he is devastated. He thinks he might be adopted. And then things start happening. He takes off his backpack and his clothes and discovers that four drinking glasses have grown on his back. But the weirdness does not stop there. His mother takes off her head to reveal a giant bottle of RC Cola underneath. And then everyone starts drinking from the glasses on her son’s back. It is crazy, absurd, wacky - and probably that is why it is so effective. People started talking about the ad immediately after it was published because they were so confused. They did not get it - but at the same time, everyone laughed at it.
Video: RC Cola – Basta!
Video: RC Cola – Basta!
SMART COMMUNICATIONS – “BREAK DOWN BARRIERS”
The wireless communications and digital services company pulled off an amazing feat in 2016. It released an ad called “Break Down Barriers” aimed at supporting the LGBTQ community. It told a story of a father who tried to connect with his son on social media, but his friend request was left hanging in the air. The son was afraid to accept his father’s request because he did not know whether his father would accept him for who he was - as a gay. After some internal struggle, however, the son finally accepts his father’s friend request. The son writes a note to his father: “Dad, I’ve accepted you." And the father replies, “I have accepted you too.”
In this commercial, Smart Communications demonstrated the tremendous impact the power of storytelling can have and how acceptance and love can break down even the toughest barriers. In a predominantly Catholic country, LGBTQ acceptance is not particularly easy. This spot was one of the first television advertisements to be open about homosexuality. And although the subject was taboo in the country, Smart Communications was able to create tasteful and effective content aimed at breaking down barriers between family members.
Video: Smart Communications – Break down barriers
OROCAN PHILIPPINES – “PA-STAR ANG OROCAN”
Filipinos really like to laugh. And Orocan Philippines, a company producing plastic containers and buckets, knows this better than anyone else. Orocan has always been known for its funny campaigns and videos, but it really excelled in the “Pa-star ang Orocan” ad. It is basically a humorous take on a typical Phillippine scenario. In the advert, a man is washing at the water pump when he notices that the water bucket, which is not from Orocan, is cracked and water has leaked out. He looks up at the sky and sees a constellation in the shape of a water bucket. And then the Orocan bucket falls out of the sky, with a parachute on the second try. It is ridiculous - but in the most positive sense of the word. The success of the ad was increased by the final interactive part referring to a discount.
Video: Orocan - Pa-star
CAMELLA HOMES: “SIKIP”
A catchy song that gets stuck in your head and you cannot get rid of it, this is the classic that Camella Homes has bet on. With Filipinos who love singing and music, the company could not go wrong. A lot of water has passed in the Philippine rivers and the 2009 “Sikip” ad for this construction company is still remembered by islanders today. It tells the story of a little girl who thinks she still lives in a small, cramped house and therefore has limited space to move. But then she realises that her family has actually moved to a bigger house, and she can suddenly stretch her arms and move around freely. The entire spot is backed by a catchy, memorable musical theme called “Bulilit” (translated as “little”). It is a simple story, but it resonates with people. As a result, this spot is still considered one of the most memorable Philippine advertisements years later.
Video: Camella Homes – Sikip
SOME STATISTICS AT THE END:
- In December 2020, there were 601 TV stations in the Philippines.
- In 2018, TV advertising accounted for approximately 64.5% of the total advertising market in the Philippines. By 2024, the industry is projected to account for 60 per cent of the total advertising market.
- Advertising expenditure in the advertising market is expected to reach USD 2,793.00 million in 2023.
- The largest market is TV and video advertising with a market volume of USD 938.40 million in 2023.
- A 30-second TV ad in the Philippines usually costs PHP 50,000 to PHP 500,000. When it comes to making an advertisement, reputable production companies often charge PHP 100,000 to PHP 1,000,000 for a TV ad.
AND WHAT IS NEXT?
We will conclude our summer series, in which we travelled around the world in search of TV commercials, with the world’s BEST. Wait and see!
