By Ma. Stella F. Arnaldo / Special to the BusinessMirror
THE Department of Tourism (DOT) is withdrawing the airing of its “Sights” ad, after “validating” that it had “glaring similarities” to a 2014 tourism ad for South Africa.
In another hastily called news conference at the DOT building in Makati City, agency spokesman and Assistant Secretary for Public Affairs, Communications and Special Projects Frederick M. Alegre also said the agency “has decided to discontinue its partnership with McCann Worldgroup Philippines”, and “expects a public apology from [the firm] over the negative feedback that the department has been receiving owing to the glaring similarities” between both countries’ ads.
“Actually we only used the ‘Sights’ ad for one day, two spots,” he said. “Everything else was not placed yet; it’s part of a bigger plan. So we will no longer use [the ad].” He added the DOT is calling for a bid for new advertising materials.
The BusinessMirror tried to get in touch with Raul Castro, chairman and CEO of McCann Philippines, and Niña Terol, director of Corporate Affairs, for a statement on the DOT’s announcement, but both executives were said to be in a meeting.
The news conference came just two days after the DOT held a news briefing saying it would “stand by McCann”, adding that it would continue airing the ad. (See, “DOT still running ‘copied’ ad despite netizens’ outcry,” in the BusinessMirror, June 14, 2017.)
As this developed, an “unofficial ad” posted by Twitter account @CreativesOfMNL reaped praises from netizens for its truthful telling about the conditions in the Philippines, but not losing sight of the beauty of its many destinations. “Tourism ad obviously not commissioned by DOT. Labor of love for the country,” the account tweeted on Thursday.
The ad opens with sweeping shots of various Philippine terrains while news bits read about the current issues in the Philippines, e.g., terrorism, natural disasters, etc., are heard in the voice over.
As music plays in the background, more cut-to-cut shots of various destinations in the country are played, then, people cheering and running on a sandbar are shown. Toward the end of the ad, these words appear onscreen: “Sometimes it’s hard to fall in love with the Philippines. But most of time, it’s harder not to.” The ad closes with the country slogan: “It’s More Fun In the Philippines”. (https://vimeo.com/221701540) In a short exchange via direct messaging on Twitter, @CreativesOfMNL told the BusinessMirror that those behind the account “are from the advertising industry…. We work in several agencies. We’re a group of friends running the account just as a diversion from our work and a place to blow off steam”. The group declined to identify its members, requesting they remain anonymous.
Informed that the DOT terminated the contract of McCann, @CreativesOfMNL said, “Oh. We feel bad for them.”
Netizens called the ad “beautiful” (@dailygasms) and a “reminder that there will always be negative stories but not to let that hide all the beautiful moments that are out there”.
(@lost_lifestyle) @toffeeenutbutter for her part said: “I just fell in love with the Philippines again,” while @glcarino remarked: “People prefer honesty.”
@calicodoodle observed: “It’s simple, and it’s powerful enough to show just how beautiful this country is.”
At the DOT news conference, lawyer Reynaldo L. Ching, assistant secretary for Administration and Special Concerns, defended the agency’s right to cancel McCann’s contract: “A condition set by the DOT with the bidders [in 2016], is to come up with the campaign that is original, that we didn’t copy…. That’s why we hired a consultant for their expertise to come up with an original concept. I think it’s not right that we will be paying for something delivered to us, which is fraught with allegations of just being a copycat version.”
Alegre said McCann “has not been paid” for the “Sights” ad, and stressed there was still enough funds to come up with new ads. The DOT’s total budget for this year’s advertising campaign is P650 million. Prior to the controversial “copycat” ad, McCann also produced the “Anak” TV commercial, showing a foreign tourist being treated as a family member by a local.
With the termination of McCann’s contract, the DOT announced that it will “reopen the procurement process for the production of a new advertising material, which will be consistent with the current slogan, ‘It’s More Fun in the Philippines”.’ Alegre said the rest of the advertising campaign will be broken up into smaller budgets, where one advertising agency will handle only one ad. “Thus, we encourage those with fresh and original ideas that will showcase our diversely rich tourist destinations and the unique Filipino hospitality to join this venture,” he added.
4 comments
PH: DIRTY, POLLUTED, FULL OF SQUATTERS, CRIME RIDDEN, CORRUPT< POOR TRANSPORT…..
No amount of ads can help you if you do not Clean Up.
LOL!!!!!