MANILA, MAY 22, 2013 – For its 10th anniversary, supermarket chain Puregold’s Tindahan ni Aling Puring is letting its patrons take the spotlight.
Running for a minute and a half, Journey frontman Arnel Pineda and upcoming rapper Abra sing stories of success from members of Puregold’s Tindahan ni Aling Puring. Running for a minute and a half, the spot titled ‘TENkyu Po’ offers a peek into how Puregold’s customizable sari-sari store program (coupled with hard work and perseverance) was able to help families establish their own businesses, build their own homes and put children through school.
"The brief was pretty simple–[Puregold wanted] an ad to celebrate PUREGOLD Tindahan ni Aling Puring’s 10th year anniversary. I was just googling for sari-sari store images, pampa-jumpstart lang baga when I came across a beautiful picture," shared Over the Moon’s Betsy Baking. "This inspired us to do an anthem for the real Aling’s behind the success of Aling Puring. Walang endorser, walang artista, yung mga tunay lang na bida."
Baking’s inspiration for the overall concept
Baking wrote the lyrics, which she referred to as one of her "happiest J.O.’s in life", and commissioned Arnold Buena of Hit Productions to arrange the music. "Just a trivia, it was a TAKE ONE. The first time they sent us the compre, I know we have a hit, no pun intended."
Pineda and Abra came after deliberating the top 10 success stories sent by Puregold’s patrons. "We were looking for a singer with humble beginnings and now a phenomenon," said Baking, and thought of Pineda, who started in the local music scene in the 80s but never made it big here, and shot to international fame in 2007.
Over the Moon Communications is the agency behind ‘TENkyu Po’, listing the help of GiantSponge Digital for production.
CREDITS
Title: TENkyu Po
Client: Puregold
Product: Tindahan ni Aling Puring
Agency: Over the Moon Communications
Producers: Dante Nora, Ramir Tiamzon
Production: GiantSponge Digital Inc
Post-Production: GiantSponge Digital Inc
Director: Gus Cruz
