PHILIPPINES – MAY 20, 2011 – “Masarap Ang Bawal” (literally, what’s forbidden tastes good). And many people agree. DM9 JaymeSyfu’s new TVC for Tanduay Ice has spoken word poet and band frontman Lourd de Veyra pondering on the natural attraction to things that are forbidden. It is the first time de Veyra has appeared in a commercial, and he comes off as a Cheshire cat of sorts, with a mischievous grin as he ticks off things that are so sinful they must be good.
Tanduay Ice is “Sobrang sarap, akala mo bawal” (It’s so good, you’d think it’s not allowed). The ad shows a quick montage of various things deliciously taboo: smoking up, cheating, blowing up a condom, deep-frying fatty foods, peeing on walls, voyeurism, symbolically tasting forbidden fruit. Add to that the classic splash scene, which gets a whole new twist as De Veyra gets into the picture.
As the product has a number of fans online, the agency wanted to have someone credible as the face for the brand, said DM9 Chairman and CCO Merlee Jayme. “That’s when we turned to our favorite YouTube upload: ‘The Word of the Lourd’ by Lourd de Veyra," she said. "I myself was a huge fan of these segments, especially during election time. My ultimate favorite was his piece early this year titled ‘Umasal lamang ayon sa Ganda’. It was hilarious, at the same time intelligent. That’s when we decided to create this brave, funny commercial with a perfect insight and the perfect endorser.”
And the strategy has been effective. In just a few days of airing, the spot has racked up positive comments and shares on YouTube, Twitter and Facebook.
The Tanduay Ice campaign also extends to radio, OOH, and merchandising.
CREDITS
Client: Asia Brewery Inc.
Hubert Tan, Mike Ngo, Leigh Maningas, Ryan Marquez
Advertising Agency: DM9 JaymeSyfu
Creatives: Merlee Jayme, Herbert Hernandez, Allan Montayre
Accounts: Alex Syfu, Ronald Barreiro, Ria Buenafe
Producer: Devi De Leon
Production House: 88 Storey Films
Director: Mark Querubin
Director if Photography: Larry Manda
Executive Producer: Louie Araneta
Line Producer: Maricel Olona
Assistant Director: Perry Dizon
Production Designer: Rious Caliso
Production Manager: Estong Quidoles
Production Assistants: Jorge Alfonso, Michael Zeus Santillan
Caster: Zeny White
Make-up: Ms. Marj Aznar
Hair: Michelle Cabrera
Post: Optima Digital
Editors: Alex Villegas, Marilen Magsaysay
Studio: Cutting Edge Productions
Arranger: Francis de Veyra
Audio Engineers: Wam Molina, Noel Nunez, Alvin Lacerna
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