THE PHILIPPINES, SEPTEMBER 2011: Funnyman and hitmaker Ogie Alcasid has been endorsing M Lhuillier for some time now, but the latest spot for the pawnshop and remittance center is more adventurous than his previous slice-of-life ads inspired by research on M Lhuillier customers. The new TVC, created by Harrison Communications and directed by Jun Reyes, shows M Lhuillier as a dependable financial institution that is always close to where the consumer is.
Harrison Communications ECD Alex Arellano narrates the birth of the TVC: “The original idea started out as a radio commercial written by Bonsai Fojas: to go other remittance centers, tatawid ka ng sampung bayan, tatlong probinsya, dalawang ilog, limang tulay. Sa dami ng branches ng M Lhuillier, tatawid ka lang ng kalye yun na. (You will cross 10 towns, three provinces, two rivers, five bridges. With the number of M Lhuillier branches, just cross the street and you’re there.)”
“After attempting and discarding several other executions, at 2am, Mark Mendoza, the art director on the project, suggested that we transform the radio commercial into a TVC loaded with visual exaggeration,” shares Arellano. A wee bit exaggerrated, no doubt, as it calls on mythic creatures.See the behind the scenes video here.
Another material, also directed by Reyes, is in post production and promises a full CG experience. “It was the first commercial to use Unitel’s brand new Modula motion control rig. And it features one of the country’s most popular entertainers,” says Arellano. High on graphics and the latest technology, communicating about remittances has come quite a long way.
CREDITS
Title: "Tawid" (Cross) TVC 30s
Client/Product: M Lhuillier/ ML Kwarta Padala
Agency: Harrison Communications
Creatives: Alex Arellano, Randy Tiempo, Mark Mendoza, Bow Guerrero
Accounts: Maricel Arenas, Monday Gonzalez, Noelle Segundo, Nika Daffon
Director: Jun Reyes
Producer: Jho Moya
Production House: Unitel
Post Production: Underground Logic
