Tide leaves demo for AlDub dance

ADS & ENDS
NANETTE FRANCO-DIYCO

THIS BRAND is definitely one of the market leaders in laundry detergents and perhaps the longest known in the country. This advertisement has one simple objective: announce a price cut.

I remember the competition announcing a price cut a few months ago with an ad that featured actual users happily announcing in song the new reduction. The competitive brand had a good tactical campaign — the sung price-off was entertainingly informative and memorable. And I remember my very own housekeeper precisely switching to the brand because of the commercial.

Surprise, surprise: Procter & Gamble’s Tide, all of a sudden, has made its own price cut! And last week, television and social media exploded with its exciting commercial, produced by creative agency Leo Burnett.

For almost a year now, I’ve observed that Tide has continually used renowned celebrity endorser and TV veteran Vic Sotto in all its demo advertising campaigns. The all-too-familiar product demonstration execution, in one form or another, has become identified as Tide’s “property” for years and years. I’m sure P&G’s global research has proven this to be most effective.

Then, lo and behold, Tide finally takes a break from this format and has grabbed the astonishingly popular AlDub duo to do a spectacular commercial for the brand’s price cut announcement. Leo Burnett’s chief creative officer Raoul Panes revealed that “prior to the launch of the Tide 6 SKU, Tide sachet was communicating an SRP of P8.50.”

I frankly think that this Tide material is the best use of AlDub in television commercials — it has no pretense whatsoever. They simply dance separately — like each is having great fun doing his/her own thing. Come to think of it, it’s the first time each is made to really dance separately in a commercial. I must admit that Maine was unexpectedly good — and Alden wasn’t too far behind, either.

Director Carlo Directo said he made sure “that it was a fast project and easy to mount because of the schedule of airing.” He likened it to a music video of a Korean pop girl band.

Significantly, the dance moves and hand gestures aptly dramatized the important communication of lowered pricing. I noted, too, that the red orange wardrobe of Alden and Maine stood out as Tide colors.

I particularly loved the song, which CCO Raoul identified as an adaptation of the 90’s hit song “Boombastic” by Shaggy. Great choice of music here. He explained “that the Tide 6 campaign needed to be very memorable, especially on the price proposition.

“We found the right song, tweaked the lyrics and arranged it appropriately to fit the idea. And when you have AlDub driving the music, it becomes a very powerful combination.

“Director Carlo’s Kpop-inspired treatment also imbued the music video with outstanding production values. Judging by feedback on the campaign, it looks like a lot of people are singing ‘ang baba, baba, baba’ (how low, low, low!) these days.”

Guess what: my housekeeper is hinting at switching back to Tide.

The price strategy on the marketing front, added to Leo Burnett’s timely grab of AlDub’s popularity rising to unimagined heights, the ad now forever viewed on YouTube and social media will surely paint P&G Philippines’ Christmas sparkling Tide-white.

Credits. Client-company, Procter & Gamble — Jaryd Chan, country marketing manager for fabric care; John Dy, brand manager, Philippines.

Agency, Leo Burnett Manila — Onik Barbosa, regional account director; Chichay Matias, account director; Danica Ballais, account executive; Raoul Panes, chief creative officer; Dante Dizon, creative director; Ryan Giron, creative team head; LA Yamsuan, copywriter; Dino Cabrera, chief digital officer; Oliver Sarmiento, creative director; Clarence Santos, art director; Brian Lumanog, copywriter; and Carlo Dionisio, head of analytics and social media.

Production and Post-Production: Pabrika, Optima, and Hit Productions — Sonny Cruz, producer; Carlo Directo, director; Leslie Garchitorena, DOP; Doreen Bernal, assistant director; Anafe Manuel and Phoebe Nedia, EPs; Ma. Riza Gardoce, production manager; Aldo Directo and Gretel Teope, PAs; Adelina Leung, PD; Leal Ma. Diaz and Cristal Casino, choreographers; Randy Gabriel, offline editor; Dinty Bernardo, line producer; Sieren Tuplano, Optima post-producer; Arnold Buena, music arranger; and Philip Jarilla, audio technician.

NANETTE FRANCO-DIYCO ended her 15^th year advertising career as Vice-President of JWT, segueing into the world of academe, currently

teaching communications at the Ateneo de Manila University.

nanettediyco131@gmail.com