Yup, I said I'd write soon about jingles in my last post but, man it took me a while. Stupid special projects at work. anyhoo here we go.
The jingle, in essence a jingle is supposed to characterize a brand, put a feeling to what the brand is representing, a feeling of using or being associated with the brand. Oh yeah, it's supposed to be very effective in the Philippines as we are a music oriented nation, e.g. extrim magic sing. But unfortunately, companies not knowing better are using jingles in the most horrid of ways. The good first before I put anyone down. I like what Petron is doing with their everyone's Petron lahat kasama bit, it makes you feel good in a acertain way. I don't know it's the tune or the execution but it does work. It makes you feel like you're part of a community. Next on the praise list is the Close-up TV ad, it effectively uses music in the form of whistling to create a strong musical impression on a viewer or listener, it is immediately recognizable and adds a cheery and bright character to the product and brand. On the border is the C2 Radio ad, with something health something tomorrow and good and happy and I don't quite remember the jingle. This just goes to show how forgettable the thing is. Lame.
On the shittier side of things, there's another forgettable but more sloppily executed jingle I heard of a whitening product, that advertises pantay ang puti or even whitening, man was that raw and ugly. It's chorus just shoots and shoots pantay ang puti, how pragmatic, something you cant communicate through song sad to say.
Next on the list... I'm really hating on cafe france the brand and everything about it. it reeks of cheap. and with a radio ad singing about seeing you at "CF" who the hell gave you that abbreviation. You need to earn that dumbass. Not to mention the melody and tone is lifted right out of a Colbie Calliet
song. Great work guys, almost as good at the guys at Audi ripping the Eminem Song right out for their A6 Avant ad. Slow clap. It's not copyright infringement as long as there's no dude rapping about an aspiring rap artist joining a competition. But going back, man I hate that CF advertising crap, yeah sure pay radio DJ's to talk about it but it still doesn't take the lame and crappy our of your advertising campaign. whoever the company behind this is, you should reconsider you ad agency, cause they suck, bigtime. buti pa yung whitening product, baka inexperienced yung team, but shit no excuses on your side of the barn, mukhang mataastaas naman ang budget ninyo.
Yes, see you at CF... the consumer insight behind it is... wait for it... people meet people in coffee shops. whoa better than that, you see people at coffee shops. Way to go Cafe France, now you've made it clear you don't have any of the sophistication and quirkiness of a Parisian cafe. Ugh. Crappy campaign. Kawawa naman si Deli france, that's what you get for a 100 million peso deal, stupid advertising. a far cry front their roast beef with gravy sandwich commercials where the girl eats the guys sandwich. huff.
