The old guard patted the new on the back at the Araw Values Awards, held December 8 at ABS-CBN’s Dolphy Theater. Honoring two years’ worth of values-oriented advertising, the awards show was the first organized by the newly revitalized Ad Foundation.
Venue and entertainment were generously provided by new Ad Foundation supporter Gabby Lopez. Performers ranged from stars ─ like Bamboo and Journey’s Arnel Pineda ─ to child choirs and razzle-dazzle production numbers. Earnest, arty videos upped the values content, which was cheerfully undercut by the outfits of dancers shaking it noontime-show style. All this was watched by an audience split between the young idealists up for awards and the industry elders who were passing the torch.
It was not only ads that were honored that night, but some of the people who make them. Industry pillars Luis Morales, Jimmy Santiago and Jayjay Calero received special recognition awards. Also cited was Jollibee’s pioneering TV show Jollitown, entered by McCann Worldgroup Phils., for its initiative in promoting values through its content.
A total of 32 creative awards were given that night, from about 150 entries. Platinum honors went to two efforts, Ace-Saatchi & Saatchi’s Yabang Pinoy t-shirt series and Filmex-DentsuIndio’s UNICEF "Lipad" TVC. The Platinum winners chosen by a special jury composed not only of advertising people like Abby Jimenez and David Guerrero, but also Nestor Jardin-President, Cultural Center of the Philippines; Dr. Jerry Kliatchko-VP for Corporate Affairs, University of Asia and the Pacific; Charmaine Canillas-Chairman, AdBoard and Johnip Cua-Chairman, Ad Foundation.
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