PHILIPPINES, MAY 2011 – The baby bump made a comeback for Mother’s Day in Ace Saatchi & Saatchi’s billboard and TVC advertisements for PLDT. The billboard features a mother cradling her baby bump, captioned by “Ganito kami ka-close dati.” (We used to be this close.)
The TVC slowly pans over the bump as Clair de Lune plays in the background, with a voiceover saying, “You were this close once. Reconnect this Mother’s Day.”
The bump has made a dramatic impression ever since the bold Vanity Fair cover of Demi Moore’s very pregnant naked body back in 1991. The bump even got fashion nods when Cynthia Nixon and Catherine Zeta-Jones worked maternity dresses for evening wear down the red carpet in 2002. The baby bump has also made a statement by way of a pregnant Miranda Kerr last year, when she spoke out against fistula, a condition for when a woman endures complications during childbirth made worse with insufficient medical care. The striking image has even inspired other Moms to offer their own bumps as ad space.
While the PLDT ads don’t further any larger social causes, its familial cause is just as valid in this time of economic migration and remote parenting.
Client: PLDT
Advertising Agency: Ace Saatchi & Saatchi
Account Service: Gigi Garcia, Rose Javier
Executive Creative Director: Andrew Petch
Creative Director: Abe Medenilla, Tony Sarmiento
Writer: Rico Torres, Tony Sarmiento
Art Director: Windel Aboy, Carl Urgino
Post: Welovepost
Producer: Dams Yu
Editor: Jason Cahapay
Head of Production: Telly Arce
Print Producer: Dennis Obien
