PHILIPPINES – MAY 2011 – Smart Communications’ new corporate campaign by DM9 JaymeSyfu, launched last month, reflects the 46 million subscribers-strong network’s reach and builds trust for the Smart brand.
“In our future world technology is becoming ‘ordinary’, just a ‘must-have’ when upgrades come up,” said DM9 JaymeSyfu Chief Creative Officer Merlee Jayme. “That is why Smart shows us that their services can make lives touched by technology ‘extraordinary’".
"The TV commercial shows how small, simple actions like a text message, a call or a click, can turn ordinary people’s lives into extraordinary ones,” said creative director Jerry Hizon. “Be it a simple call that transforms a college girl into a career woman, or a simple upload that catapults an unknown singer named Charice Pempengco from obscurity to international stardom, these instances are made possible by Smart’s ever-evolving innovations in technology and services.”
The 60-second TV commercial refers to EDSA 2 movement that forced then-Philippine president Joseph Estrada out of power and shows various other scenes: a job applicant finding out through a call that she is hired, an expectant father seeing his baby’s ultrasound via video streaming to mobile, the uploading of Charice Pempengco’s video that is viewed by an Ellen Degeneres stand-in, the Azkals receiving positive messages through social networking sites, and a mother and her child bonding over a tablet app.
There was a time when Smart was “Simply Amazing” and its rival Globe was “Making great things possible". Now that Globe Telecom now owns the line “Your way”, Smart’s leap to "Let’s make life extraordinary” is timely. Then again "simple" is still mentioned several times in the new TVC. One wonders whether using the title “Life is Great” on YouTube has to do with SEO.
The campaign also includes virals, radio and digital executions. At extraordinary.smart.com.ph, Smart subscribers are also invited to submit a personal story or video on how Smart made their lives extraordinary. The winning idea will win P100,000 and be turned into a Smart commercial. Will an extraordinary story translate into an extraordinary ad? Stay tuned.
CREDITS:
Client: SMART
Guido Zaballero, Carla Yap-SySu, AD Hunter
Agency: DM9 JaymeSyfu
Creatives: Merlee Jayme, Jerry Hizon, Dee Taar, Herbert Hernandez (print)
Accounts: Alex Syfu, Julia Pronstroller, Isabel Prollamante
Producers: Steve Vesagas, Lei Hosseinzadeh
Production: Straight Shooters
Director: Franco Marinelli
DOP: Odie Flores
Production Manager: Sheila Cusi
Executive Producer: Ruth Colacion
Production Designer: Adelina Leung
Post: Pixel Box, HK
Music: Brian Cua
Soundtrack: HIT Productions
