MARCH signals the start of summer in the Philippines. One of the things that viewers anticipate is the annual ABS-CBN summer ID that is so catchy that it plays on their heads repeatedly after listening to it.
Some of the recent ABS-CBN summer IDs include “Summer is Love” (2019), “Just Love Araw-Araw” (2018), “Ikaw ang Sunshine Ko, Isang Pamilya Tayo” (2017), “Ipanalo ang Pamilyang Pilipino” (2016), “Shine Pilipinas” (2015), “Pinasmile” (2014), among others.
There was also such huge anticipation for ABS-CBN’s Christmas ID last December that it recorded 2.5 million views on Facebook and 1.3 million views on YouTube, or a total of 3.8 million views less than 24 hours after the launch of “Ikaw ang Liwanag at Ligaya.”
The music video showcased the triumph of the Filipinos’ human spirit during the pandemic. The inspiring stories, positive messages, and powerful imagery touched many people and made “Ikaw ang Liwanag at Ligaya a trending topic on Twitter and YouTube.
For ABS-CBN creative communications head Robert Labayen, the deluge of positive comments on social media went beyond expectations.
“We got a million views overnight. It used to take us days to get to that number. And the positive comments were overwhelming. Many said they have been waiting for a message and a song such as what we have,” he recalled.
Labayen is behind the Kapamilya Christmas IDs every year. Hearing the songs played in public places here and abroad or sang by people, even foreigners, make all the hard work fulfilling for the multi-awarded advertising creative.
“It makes me cry. Sometimes secretly, sometimes openly,” he said.
In writing the songs, Labayen would think of the reassuring message that Filipinos want to hear.
“We write our songs from their point of view. We always honor God, family, and the Filipino character. We don’t talk about ABS-CBN,” said Labayen, who co-wrote last year’s Christmas ID with Love Rose de Leon.
When it comes to music, Labayen’s team, led by Johnny de los Santos, chooses the melodies that are not what he described as baduy but appealing to the majority. He added that ABS-CBN COO of broadcast Cory Vidanes always wants the songs to be easy to follow.
“The universally-appealing theme is hope. No matter how bad the times are, hope will always get us through. We like making songs that anyone can own. Songs that people would sing in their own parties and programs,” shared Labayen.
People use songs to communicate for different reasons and purposes. A song can be used as an anthem to unite people. It can bring out emotions and inspire or mobilize people. It can also be used merely as a mnemonic device for brand recall.
In advertising, music is an important element in TV or radio spots. A good one can latch on people and go viral on social media. In contrast, a bad one can elicit criticisms, spawn memes and cause damage to reputation.
One good example is the One Ginebra Nation ad last year, which was honored as one of the three best TV advertisements in the first Kantar Creative Effective Awards.
Ginebra San Miguel’s colorful and festive TV ad had a catchy song and strong visuals to showcase the Filipinos’ deep sense of community, unity, and togetherness.
“We used real-life stories to get the message across and show that you do not necessarily need to be extraordinary to be heroes in these modern times,” said Ginebra San Miguel brand manager Paolo Tupaz. “As a truly Filipino brand, Ginebra San Miguel seeks to bring out the values of this Filipino spirit that is unique and unwavering.”
According to Tupaz, most reactions to their ad centered on the timeliness of the message that Filipinos can fight the pandemic as a nation.
“It is not every day that a liquor brand puts forth these key values of pagkakaisa, pag-asa, and pagbangon,” he added. “We wanted to create that spark in the heart. Songs or music are a good vehicle to create such spark.”
Studies show that music evokes memories and emotions. It becomes stronger when associated with narratives or stories and makes an effective tool in communicating messages.
“Songs are basically emotional. Feelings connect humans,” Labayen said. “In the late 90s, creative directors avoided using jingles because we thought it was ‘too easy.’ Now I can say that songs are a great way to create memorability. I believe the commercials you remember from your childhood all have catchy tunes. As my former boss, Ramon Jimenez, said, ‘the ear is also partial to good sound.’”
Tupaz added that Filipinos are always looking for different things or ways to find inspiration and added motivation.
“Music, if done well, cuts through the clutter of a very busy or crowded TV and even radio media. In this age of digital, a good soundtrack can be the deciding factor for consumers to consider listening to it for an extended period and more so, watch the advertisement altogether,” he added.
What advice can they give to writers who want to compose songs to communicate their messages?
According to Tupaz, it is essential to be true to the brand by knowing what to say and tell the story.
“Know the brand. Be authentic. Aim for the listeners to be inspired and motivated by it. Make sure that the instruments are well layered so that one can decipher the beat, melody, and tone. If not done well, it can be mistaken as just noise,” he said.
For his part, Labayen said, “They can write songs just to express their feelings and care not about other people liking it. That’s good. If they want their song to be popular, write about feelings that others can relate to.”
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior communications professionals around the world. Kane Errol Choa is the Vice President of Integrated Corporate Communications of ABS-CBN Corp.
PR Matters is devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com.