makethecopybigger

So You're Coming to the Philippines

2011-10-30T21:31:00.000-07:00

Great news that you're returning to the motherland and to do advertising at that. Where you'll end up is anybody's guess. Asia is so the place to be, and be whatever you want to be. Advertising as always is the rock and roll of the business world, pushing all new genres of art, culture, and business forward, simultaneously.

I'm at Mccann now as you can probably see, and i only intended to stay as such for a couple of years, but i have to commit longer as we just completed a (and now just starting another) round of pitches for digital business. So being in digital, the competition for business is high. Lots of budget is being shifted to digital. But the competition for me is non-existent, meaning i haven't had any offers yet :-P

However, i can tell you that the demand for astute talent is reasonably high. We are all learning on the job, so if you can handle a steep learning curve, you're in.

Traditional advertising seems dead here, as a lot of it is promo-based. And when it's not, ads just seem to speak to themselves or to the clients.

I see that clients here are just beginning to open up (and open their wallets) to new executions that cut across media. Actually, scratch the last four words. I doubt they even know that integrated exists yet.

However, it's exciting because we're caught in between forces of technology and a still-young culture that isn't sure what it's capable of yet. Not many clients want to be the first to fail at trying to execute a great idea. Though a lot of them just need a push from a ballsy agency.

As a copywriter from the states, you have the advantage of seeing more and being in more seasoned and sophisticated markets. But you'll definitely have to merge your experience with the Filipino way of doing things.

I would definitely recommend moving over here, and looking into other SE. Asian markets as well, like Singapore, Hong Kong, Shanghai. I believe the trepidation over what bang for what buck is global, so it will depend on the kind of client you can tolerate.

I hope this helps, and let me know how you are doing over there. I've been sending a portfolio over here and there, but my big guns are just coming out of the metal works, so I'm not overly eager to submit my stuff yet.

But after what i see as a tour of duty here, i can see myself heading west in some years time. So get in the action when you can. All of life is just rotating on one principal screw anyway, and before you know it, you'll be back where you started.

The Shield

2010-12-21T18:01:00.000-08:00

This was an ad campaign I made for The Shield, a cop show that helped define the confused genre we take for granted today. These guys flipped the script from NYPD Blue Good Cop Bad Cop to Bad Cop...but good.

(copy reads: Ad#1: When good cops go bad, everybody wins. Ad#2: Marijuana cache seized. Donut sales triple. Ad#3: My alibi? I was making an arrest.)

Craftsman - A Tool Brand and a Measure of Style

2010-01-06T20:42:00.000-08:00

One way or another, we are all tools, set into motion to fulfill the job orders of the higher ups. But tools need tools. And tools that need tools are the luckiest tools in the world—so long as the tools the tools use are Craftsman tools.

Lexus Print Campaign

2009-11-22T23:02:00.000-08:00

Q: What did the BMW driver say to the Benz driver?
A: Who cares?

Bloomberg Television - Smart moneymen prefer the profitable truth

2009-11-08T20:22:00.000-08:00

Everyday, the dynamic growth and cannibalism of man, market, and manufacturer starts and stops at the glow and fade of the green and red arrows of the LED tickers around the world. At whose expense is this eternal parry and risposte made? Why, those who don't watch Bloomberg Television, of course.

H&M Fashion Forecast - Downloadable weather widget in the morning, good chance of shopping later in the day

2009-11-07T00:57:00.000-08:00

What's the weather like in Miami? And more importantly, is grandma's wide brim hat back in style? The H&M Widget tracks the latest and the greatest trends in fashion and weather so you'll never get caught with your pants down without a cute bikini that says "Best Granddaughter in the World."

Reasons Not to Own a Car - by Zipcar

2009-11-07T00:45:00.000-08:00

I get it. Your mom gets it. You get it. Cars are fun to have, make grocery shopping bearable, and let you practice your karaoke debut of Burning Flame by Vitamin Z. But parking spaces can be hard to come by, especially in crowded cities like San Fran and New York. That's why Zipcar is so popular. That, and it starts with 'Z.' Which, once you're made aware, you never forget.

Chan Family Choy Lee Fut School of Martial Arts

2009-11-07T00:27:00.000-08:00

Learn the art of self-defense so authentic that by the time you understand what your kung-fu master has been saying, your hands and feet will be fluent in the language of pain.

Midas Brake Center - Print and Interactive Campaign

2009-11-07T00:02:00.000-08:00

Scout's honor! Though I always put the highest octane fuel into my car, I can't for the life of me remember having the brake pads checked or replaced. After all, stopping ain't half as fun as going, but neither is plowing through a parade of pretty paraplegics or purple-plumed pigeons. Mimes, on the other hand, should never forget: "accidents" happen.

This campaign is accompanied by a flash game, called Careen. It's an out-of-control race against dropping brake fluid pressure and time. Resurrecting print campaign characters Mimey, the UPS guy, and Bambi, your objective is to get to the Midas Brake Center without careening into them. Do so without raising your insurance premiums and your wallet, loved one, and pet deer will love you forever. And so will Midas. Because it's better to think ahead than to think fast.

Toyota Yaris Relaunch

2009-11-05T23:02:00.000-08:00

Not all compacts are created equal. Even though the Toyota Yaris, the Honda Jazz, and the Hyundai i10 are damned close. Outsold but not outperformed, the Yaris gets another discreet look as the overlooked choice for the young and trendy first time buyer.