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Campaign Showcase: adobo magazine presents The Best Ads of the Philippines 2020

MANILA, PHILIPPINES – We see brands shift gears to support the community and confront the challenges of their business in the most disruptive year the world has ever experienced in recent history. The tonality of the campaigns in the early stages of the COVID-19 pandemic were predominantly messages of hope and resilience which then gradually shifted to brand work, signaling a cautious confidence.

Notably, TV commercials and video ads dominated the creative content space; outdoor work reduced as a result of controlled mobility; print and radio were pushed to the sidelines. According to Nielsen, things seem to be gradually picking up and, we hope the momentum will pick up in the year ahead. Video productions faced challenges brought about by the restrictions and lockdown. The creative process—no longer physical—has exclusively moved to the virtual meetings. Creativity, more than ever, is needed to respond to these changes and more so with the online clutter.

For this selection of the best ads of the year for the Philippines, adobo magazine’s editors polled senior creatives and executive producers in the land to bring you this curated creative showcase.


RC Cola’s “Basta” campaign by GIGIL takes the top spot. Undoubtedly the craziest campaign of the year for a quiet cola brand which had the industry and the public sit up and engage in active conversations on social media. About time advertising became part of public conversation.

GIGIL, a young award-winning, and independent agency, successfully had three of their campaigns in this reel. P&G’s Old Spice, “The Smell Never Dies” by Fuse, ranked number two followed by VIVO’s Valentine’s Day “Connection Should Have No Limits” by Petch* Partners. Director Joel Limchoc of Film Pabrika is the season’s hottest director being the person behind the lens for many of the featured campaigns. Enjoy!


# 1 RC Cola, “Basta” Campaign: “Band” and “Family”Gigil
# 2 Old Spice PH, “The Smell That Never Dies” Fuse
# 3 VIVO, Valentine’s Day “Connections Should Have No Limits” 2020Petch&Partners
# 4 McDonald’s “McClassroom”Leo Burnett Philippines
# 5 Danes’ Cheese with Real Bacon Bits “Bacon ‘Yan” Full seriesGIGIL
# 6 Taskforce T3, “Ingat Angat Tayong Lahat”TBWA\Santiago Mangada Puno
# 7 Department of Tourism, “We Smile As One”Film Pabrika (Production House)
# 8 Greenwich, “Take Home Bestsellers,” Youtube CampaignGIGIL
# 9Globe MyBusiness, “Salugo SME Para Sa Bagong Bukas”Wunderman Thompson Philippines
# 10National Union of Journalist of the Philippines (NUJP)/ Center for Media Freedom and Responsibility CMFR), “Stop the Spread”BBDO Guerrero


adobo Philippines Best Ad of the Year 2020

#1 RC Cola, Basta” campaign: “Family” by GIGIL

#1 RC Cola, “Basta” campaign: “Band” by GIGIL  

Controversial and polarizing. When an ad has created as much Twitterverse explosion, and memes beyond the usual metrics of likes and shares, that brand has sealed its fate as game-changer among local companies. Based on the brief from RC Cola to ad agency—GIGIL had to latch on the cool and refreshing property of the softdrink, the agency had to make the brand the new Gen Z brain worm so much so that they’d want to be associated with it. In their own words: ‘RC IS MY BRAND BECAUSE IT IS COOL, AND I AM COOL.’

CLIENT: ARC Refreshments Corporation
EVP – COO: Manny Perez
Former COO: Rinaldi ‘Butch’ Aves
Head of Marketing: James Loverio
Brand Manager: Clark Lee

Founding Partner: Badong Abesamis
Founding Partner: Herbert Hernandez
Managing Partner: Jake Yrastorza
Associate Creative Director: Dionie Tañada
Art Director: Ynna Milambiling
Art Director: Maggie Querido
Account Supervisor: Beverly Lubid
Head of Social: Jeano Cruz

Director: Marius Talampas
Broadcast Producer: Sasa Abella
Production House: Arcade Film Factory
Executive Producer: Ahnel S. Gozon
Associate Producer: Codie Larracas
Line Producer: Mara Bernaldo
Project Manager: Carlo Dy Imperial
Staff: Ren Alvarado Frank Sumatra
Assistant Director: James Sales
DOP: Berhil Cruz
PD: Timi Dominguez Quema
Stylist: Vianka Amurao
Make-up: Heidi Hernandez
Caster: Caloy Lapira
Propsman: Anthony Mercado Peconcillo
Offline: Alvin Chan
Post: Riot Inc Post Production Makati
Grading: Barebones Inc. Musselli Cruz

#2 Old Spice PH, “The Smell That Never Dies” by Fuse

Old Spice commercials have always been known for its outrageously comical visuals, and once again, it did not disappoint. The men’s anti-perspirant and deodorant brand is back with its new campaign #TheSmellThatNeverDies. Old Spice serves us with the much-needed breath of fresh manly man entertainment—a commercial made in the Philippines for Filipino men who deserve nothing less.

The action-packed video features an all-Filipino cast led by actor Victor Silayan as the ultimate action hero who never dies, thanks to his Old Spice superpowers of irresistible long-lasting smell. We see him getting a thumbs up from sharks in the dark depths of the sea, with twin anacondas wrapped around his pecs, ninjas and more. Ridiculously funny is an understatement for Frenchie Dy’s appearances, as she pops up in the most random places as the singer behind the clever and captivating song — that completes the all-around visual Pinoy EPICNESS!

Client: P&G
Associate Brand Director, Global Safeguard, Skin and Personal Care: Kiran Gotur
Senior Communications and Brand Manager, Personal Care-APAC: Charlotte Riuetschel

Agency: Fuse
Creative Director: Emman Carandang
Creative Director: Jamie Que
Creative Director: Ali Silao
Creative Director: Rachel Yulo
Account Management: Paps Orosa
Strategic Planner: Benedict Santiago

Producer: Ino Magno, Just Add Water
Production House: Film Pabrika
Executive Producer: Jing Lopez
Director: Joel Limchoc
Director of Photography: Dix Buhay
Production Designer: Adelina Leung
Line Producer: Lei Villena

Post Production:
Post House: Riot
Post Producer: Kuckoy Dela Cruz
Post Editor: Bien Felix
Online Facilities Post Format: HD

Sound/Music Production:
Audio Post House: Hit Productions
Sound Engineer: Tara Lim
Music Arrranger/Compose: Al Wolotovich/SYN
Original Music Composer: SYN Music

#3 VIVO Valentine’s Day, “Connections Should Have No Limits” by Petch&Partners

‘Connections should have no limits’ tells the story of a female Filipino traveller in Tokyo, who forms an unlikely human connection with a Japanese girl who shares her earphone with her – creating a musical and physical bond between them – overcoming the limits of not being able to speak each other’s language, cultural differences, physical separation and even sexual preference.

Client: VIVO
Agency: Petch&Partners
Chairman / Chief Creative Officer: Andrew Petch
Head of Creatives: Rachel Villanueva
Senior Copywriter: Rachel Villanueva
Art Director: Jereek Espiritu
Client Service Director: Duke De Ramos
Account Executive: Frange Pangilinan
Production Company: Film Pabrika
Director: Joel Limchoc
Line Producer: Lei Villena
Executive Producer: Phoebe Nedia
Producers Collective: Slingshot Productions
Audio House: Hit Production

#4 McDonald’s “McClassroom” by Leo Burnett Philippines

In celebration of National Teachers’ Month and in time for the schools opening for SY 2020-2021, McDonald’s transformed 221 of its stores’ party areas into a work-friendly McClassroom from October 9 to 23 for teachers to use for free – a fitting and innovative way to help teachers as they shift to distance learning.

Aside from having a work-friendly environment with the McDonald’s store’s enclosed party area, registered teachers can also enjoy a complimentary McCafe Premium Roast Coffee to perk them up for the school day. Virtual backgrounds would also be provided to them to use for their online classes or meetings, and Wi-Fi access for free.

CLIENT: McDonald’s Philippines
Margot Torres
Oliver Rabatan
Fidel Balbieran
Bianca Abu
Yabs Esperancilla

AGENCY: Leo Burnett Manila
Account Team: Judy Medina, Rica Medina, Ricky Santiago
Creative Team: Raoul Panes, Kat Limchoc, Roz Patino, Justine Racho, Reuben Fermin, Arjohn Yabut, Lorenzo Alajar, Hannah Magno, Ciara Baello, Gabrielle Santos, Celine Briones, Joel Libo-on

Production Company: Film Pabrika
Director: Joel Limchoc
DoP: Dix Buhay
Executive Producer: Ana Fe Manuel
Assistant Producer: Sheinna Melano
Line Producer: Lei Villena
Music: Peter Legaste, Mark Villar
Offline Editor: Jay Halili
Online Editor: Chris Cantos
Producer: Miguel De la Pena
Production Director: Christine Blando
Production Manager: Me-Ann Ballesteros
Project Manager: Rene Milla
Sound Engineer: Rico Gonzales, Daryl Reyes
Sound Studio: Hit Productions
Colourist: Auri Anden

#5 Danes Cheese with Real Bacon Bits’ “Bacon ‘Yan full series by GIGIL

In the films created by ideas agency GIGIL, product misconceptions about the new variant are addressed mindlessly. Going by the reactions to the content, millennials seem to have fallen for the bait, the deadpan humor… and the cheese.

Client: CDO
Janna Ong
Marlei Conserman-Bahoyan
Erwin Lalaguna

Agency: GIGIL
Badong Abesamis
Herbert Hernandez
Jeano Cruz
JC Aujero
Frances Alegre
Raphe Ramirez
Cathy Dizon
Heninah Salud
JR Bumanglag
Jake Yrastorza
Micco Balana
Camille Elicaño

Production House: Arcade
Director: Marius Talampas
Production House:
Arcade Film Factory Executive
Producer: Ahnel Gozon
Producer: Wendy Campos
Editor: Alvin Chan
Music: Arnold Buena
Project Manager: Mara Bernaldo
Sound: Eddie Boy Vargas

#6 Taskforce T3, “Ingat Angat” by TBWA\Santiago Mangada Puno


As the Philippines continues to battle the impact of COVID-19, brands and companies across various industries have banded together to help restart the economy while ensuring consumers’ health and safety.

The Taskforce T3 (Test, Trace, Treat), the multi-sector initiative group launched the “Ingat Angat Tayong Lahat” campaign, which sends a message of resilience, hope and inspiration to boost businesses to continue to increase operations while ensuring strict safety standards and to encourage Filipinos to once again enjoy activities outside the confines of their homes.

Client: Task Force T3
Margot Torres
George Royeca

TBWA Santiago Mangada Puno (Overall in charge of the project from strategy, all creative materials including digital, coordination with 31 clients, financials)
Creatives: Melvin Mangada, Marci Reyes, Johned De Vera, Greg Hernandez, James Mendoza
Accounts: Portia Catuira, Kara Filamor, Paulie De Lunan
Planners: Jimmy Santiago, Rj Paculan, Josef Montinola
Media Agency: Omnicom Media Group (OMG) Mary Buenaventura, Carla Cifra and team
PR: EON Richard Arboleda, Vikki Luta and team
Website: Nuworks, Jeff Saez and team
Production: Film Pabrika, Director Joel Limchoc and team, Slingshot, Steve Vesagas

#7 Department of Tourism, “We Smile As One,” by (Production House) Film Pabrika


We Smile As One has no fancy endorsers, no big production; just raw footage of frontliners answering the call of duty as they help other people, practically strangers, as they deal with the COVID-19 crisis, crowdsourced from social media by Film Pabrika, and set to the tune of the ’90s classic With a Smile by the Eraserheads. In this 2-minute film entitled “We Smile As One” from the Department of Tourism, we’re reminded of one of the best things about being Filipino: smiling in the face of adversity.

Production House: Film Pabrika
Director: Joel Limchoc
Producer: Steve Vesagas
Music arranger: Malek Lopez
Singer Bea Lorenzo who all worked from their own homes to make it.
Music and lyrics: From the Eraserhead’s anthem, “With a Smile” with permission of Ely Buendia.
Contributors: Alexis Agacite Mago, Andrea Olivar, Anne Tiongco, Arlene Arbas of DOH, Bea Caubat, Benjie Marasigan, Blane Rosales, Brylle Eldrin Balana, Camille Dowling Ibanes, Cecille Escano, Chad Chacon, Charlie Magne Amor, Coca-Cola, Daddy Gabby Bacarro, Danika Madulid, Department of Health, DLSU, DLS-College of St. Benilde, Dr. Gene Tiongco, Dr. Gerardo D. Legazpi, Dr. Jonas Del Rosario, Edrie Ocampo, Elmer Delen, Elmer Salangsang, Ely Buendia, Erik Nadal, Fr. Toto Cerada SDB, Gretel Teope, Jade Canoy Dingson, James Baruela, Jamir Gabrielle, Jerome Lanopa, John Paul Quelindrino, Julius Sabile, Kat Osorio, Katinko, Louie Poco, Makati Medical Center, Marie Angeles, Melissa Yeung Yap, Miriam Valero-Lopez, Nurses of Cardinal Santos Medical Center, Paolo Dillera, Peejay Villanueva, Perpetual Succor Hospital, Pinky and Arnel Alban, Popburri, Puch Agodon, Richard Richard, Tau Gamma Phi Karangalan Village Chapter, UP-Philippine General Hospital, Vir Ascabano, Wilbert Laforteza.

#8 Greenwich, “Take Home Bestsellers” Youtube Campaign by GIGIL 

Maximizing YouTube ads retargeting combined with the knowledge that YouTube ads can sometimes be annoying, GIGIL created the most apologetic YouTube Pre-Roll ads for Greenwich Philippines, a series of YouTube pre-roll ads to promote their newest offering: Greenwich Take Home Bestsellers. These YouTube spots features two of Greenwich’s staff members apologizing because they know they are interrupting the viewer’s experience.

Client: Greenwich Pizza, Jollibee Foods Corporation
Ping Castillo – Brand Manager, Take Out
Charisse Pabillore – Senior Manager, Channels Marketing
Pam Reyes – Marketing Head

Agency: GIGIL
Chief Creative Officers: Badong Abesamis & Herbert Hernandez
Managing Partner: Jake Yrastorza
Associate Creative Director / Copywriter: Jeano Cruz
Senior Art Director: Heninah Salud
Art Director: Maggie Querido
Art Director: Catherine Dizon
Creative Intern: Sophie Saputil
Account Manager: Kimberly Gow
Account Director: Jim Jimenez

Producer: Sasa Abella
Production House: Arcade Film Factory
Director: Marius Talampas
Executive Producer: Ahnel Gozon
Line Producer: Mara Bernaldo
Production Design : Timi Dominguez
Production Manager: Danko Granada
Hit Productions
Audio Engineer: Vener Ariston

#9 Globe MyBusiness, “Saludo SME Para Sa Bagong Bukas by Wunderman Thompson Philippines

As the quarantine guidelines is slowly being loosened around the country, Globe myBusiness is paying tribute to an economic hero: the micro, small, and medium enterprises (MSMEs), whose strength and resilience as they reopen and thrive in the new normal merit unwavering support through this year’s #SaludoSME campaign.

The campaign by Wunderman Thompson sung by Broadway legend and international Filipino pride Lea Salonga, which showcased the resilience of local SMEs as they resume operations in the new normal.

Client: Globe MyBusiness
Sr. Advisor for Globe myBusiness: Derrick Heng
Globe MyBusiness Marketing Head: Ces Porto
Globe MyBusiness Segment Head: Anne David
Regional Marketing Services Head: Gaile Guevara
PR, Events and Partnership Head: Sara Almazan
Communications and Campaigns Manager: Kenn Penero
Communications and Campaigns Manager: Mitch Peralta

Agency: Wunderman Thompson
CEO: Golda Roldan
Executive Creative Director: Brandie Tan
Client Services Director: Denise Limon
Group Account Director: JM Miranda
Account Manager: Jacq Seneta
Executive Planning Director: Pam Garcia
Strategic Planner: Jules Oballo
Creative Director: Javey Villones
Associate Creative Director: Isai Martinez
Art Director: Jess Mirana
Copywriter: Louise Tam, David Santiago
Broadcast Producer: Tria Sordan (Slingshot)
Broadcast Producer: Cat Sy (Slingshot)

Production House: Globe Studios
Director: Quintin Cu-Unjieng
Executive Producer: Kath Sison
DOP: Ian Guevara
AD: Kenneth Mandrilla
PM: Raymond Dorosan
PD: Mikki Garcia
PA: Sharlane Ebisa, Ynah Morco
Offline and Online Editors: Chichi Arquero, Siena Quides

Sound Production
Sound Production House: Hit Productions
Arrangement: Arnold Buena
Audio Engineer: Whannie Dellosa
Vocals: Lea Salonga

#10 National Union of Journalist of the Philippines (NUJP)/ Center for Media Freedom and Responsibility CMFR), “Stop the Spread” by BBDO Guerrero

Given the ever-changing nature of fake news online, the team from NJUP, CMFR and BBDO Guerrero developed a solution that can work on mobile devices and via free-data messenger. The result is a Facebook chatbot that is able to check if news is from a suspicious source.

Users can submit links that the chatbot can check based on various factors such as bylines, photo credits, and publishing date among others. This is all the more important given the spread of misleading and outright false information about the corona virus or COVID-19. And NUJP, CMFR and BBDO Guerrero wanted to advocate the fight against disinformation – false information intended to mislead the public.

CLIENT: National Union of Journalist of the Philippines (NUJP)/ Center for Media Freedom and Responsibility CMFR)

Creative Chairman: David Guerrero
Executive Creative Director: Federico Fanti
Creative Director: Manuel Villafania
Associate Creative Directors: Caleb Cosico, Rayna Reyes, Alexis Dy, Michelle Edu, Nico Zapanta
Copywriters: David Guerrero, Alexis Dy, Rayna Reyes, Angela Alcala
Art Directors: Federico Fanti, Caleb Cosico, Michelle Edu, Nico Zapanta
Creative Services Director: Al Salvador
Final Artists: Manny Vailoces, Jomar Marasigan
Account Directors: Fred Nicolas, Don de Leon
Senior Account Manager: Regie Ucang
Executive Director, Transformation: Roshan Nandwani
Digital Experience Manager: Oleg de Leon
Junior Developers: Ernest Pascual, Marcus Ramos

Print Production House: Illusion Bangkok
Photographer: Illusion, Bangkok
Illustrator: Illusion, Bangkok

Production House: Flare Manila
Head of Integrated Production: David Wright
Business Director: Dianne Sibal
Executive Producer: Luisa Olarte
Production Associate: Gwen Gui
Video Editors & Motion Designers: Natalia Burgos, Ford Celino, Cedie Ebarle, Maira Vega

Post Production House: Pixelbox
Group Managing Director: Chris Thorp
Post Producer: Nina Lee
Lead Online Artist: King Santos
VFX Artist: Noah Alcalde
Colourist: Cesca Veneracion

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