Amazing PLDT HOME Fibr’s expansion

Ads & Ends
Nanette Franco-Diyco

THERE ARE MORE and more advertising gems that are launched and that instantly catch the attention and excitement of their target market on social media.

One such material is a 90-seconder produced by Ace Saatchi & Saatchi for PLDT.

Saatchi creative director Greg Martin III gave as background the fact that PLDT has the largest fiber-optic network in the country, “allowing it to reach 2.5 million homes and counting.” In order to support PLDT HOME Fibr’s expansion, the agency wanted to communicate that “Fibr will soon be seen in the most surprising places.”

Greg explained that in order to bring this idea to life, the team showed Fibr powering up a SmartHome in a surprising place and used by unexpected people. You’d be amazed at how surprising this place turned out to be and the thoroughly unexpected people therein!

He related that in order not to pinpoint a specific tribal group, Saatchi’s team had to create the fictional FL Boro tribe. I also interviewed Film Pabrika’s director Carlo Directo who, with his production team and the Saatchi team, went through several studies before the precise look of the tribe was pegged, including the tribe’s house “which was designed from scratch.”

Added amazement sprang from Saatchi’s devising a tribal language for Ka Wakawaka Kroo and his son, Wakawaka Kal, to converse in. “So, a phrase book was meticulously written.”

Director Carlo revealed their hunt for experienced talents who grew up familiar with the mountain, living for years on the outskirts of the mountain. Authentic location shoot was his description, with grossly unpredictable terrain, real forest, an real mountain in Rizal.

Greg added the detail that they had to postpone the shoot for several days because of a storm, with “the agency and crew dealing with a lot of mud.” They also came in contact with a snake, big spiders, and all manner of insects. “The boar used in the shoot was for the most part cooperative, until it ran towards the actors causing them to scamper into the forest. Fun times.”

Director Carlo said that it was a stroke of luck for them to discover a real wild boar farm that solved their search for their wild boar talent. He made sure that the shooting schedules revolved around very early morning, specifying to grind fast so that natural sunlight was used throughout. Great ensuing drama.

Call it one good, extraordinarily creative spot made possible only with real close collaboration of a passionate agency and production team and truly brave clients.

Take a low bow, Ace Saatchi & Saatchi, Film Pabrika and PLDT!

Credits. Client-company, PLDT. Product: PLDT HOME Fibr. Renren Reyes, FVP, Head of HOME; Gary Dujali, VP, Retail Data Acquisitions; John Yanez, AVP, Broadband Marketing; Irwin Edwin A. de Guzman, product manager; Dannica Borja, product specialist. Agency, Ace Saatchi & Saatchi: Account management: Gigi Garcia-Iglesias, VP for Client Services; Baba Escueta, account director; Nina Gonong, account manager. Creatives: Greg Martin III, creative director and chief linguist; Paw Berroya, associate creative director; Anton Esteban, copywriter; Vino Yanuario, art director; Krischelo Delgado, broadcast producer; Geneive Mercado, casting director. Production house, Film Pabrika: Phoebe Nedia, executive producer; Carlo Directo, director; Larry Manda, DOP; Christine Blando, assistant director; Richard Somes, production designer; Jen Delica and team, makeup designer; Dinty Bernardo, line producer; Me-ann Ballesteros, production manager; Aldo Directo, location manager; Regina Inocencio and Gretel Teope, production staff. Audio production house, LoudBox Studios: Mark McCullie; Jeff Arcilla, arranger.

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.

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