Post by account_disabled on Jan 2, 2024 10:45:43 GMT 7
Extravagance is sometimes a plus in advertising , so needed at last and some elements that make it stand out from the crowd to combat the unrepentant yawn of the viewer. Overflowing with eccentricity (mixed with madness) is precisely the latest spot in the Philippines for the cola brand RC Cola. The advertisement , with enough material to make the viewer's jaw drop, places in the spotlight a child who decides to confront his mother when he suspects that he is adopted because of the insistent advances of his classmates. What begins as the typical plot of a soap opera ends up having, however, an unexpected and bizarre twist . And it seems that the deliberate rarity of the spot, which bears the signature of the Manila-based agency Gigil , has been precisely what has catapulted it to success. The spot was released at the end of November and went viral almost immediately.
Just 6 hours after its launch, the ad had already generated more than 1.6 million organic views and today it has accumulated more than 10 million views . If you do not see the embedded video correctly, click Phone Number List here With such a unique spot, RC Cola sought to differentiate itself from the competition in the eyes of Generation Z , with whom the brand wanted to connect in a truly impactful way. The ad pivots around the word "basta" which means "whatever" in Tagalog and is part of the deliberately absurd title of the spot: "Nyahahakbkxjbcjhishdishlsab@!!!! Enough RC Cola! «Centennials live in the moment. They don't need a list of reasons before doing something. They can make or buy something for anything. They don't need to explain their reasons. We appropriated their attitude to make the RC Cola brand stand out from the crowd,” explains Jake Yrastorza, managing partner of Gigil, speaking to Ad Age .
The “whatever” mantra that seems to underpin most of the actions of Generation Z is what ultimately ended up making the protagonists of the ad a boy with four glass glasses attached to his back and a mother with a bottle of RC Tail per head. " We used humor to make RC Cola something truly 'cool' in the minds of Generation Z and also something they would want to be associated with," says Dionie Tanada, associate creative director at Gigil. Although the eccentric humor that RC Cola uses in the spot seems similar to advertising from Thailand, the truth is that this approach is radically new in the Philippine market and that is precisely why the brand and the agency decided to go for it . And the truth is that the move (although risky) ended up going well for them. In many stores, the stock of RC Cola was sold out after the launch of the campaign, which seems to have put the brand in the top of mind of centennials in the Philippines.
Just 6 hours after its launch, the ad had already generated more than 1.6 million organic views and today it has accumulated more than 10 million views . If you do not see the embedded video correctly, click Phone Number List here With such a unique spot, RC Cola sought to differentiate itself from the competition in the eyes of Generation Z , with whom the brand wanted to connect in a truly impactful way. The ad pivots around the word "basta" which means "whatever" in Tagalog and is part of the deliberately absurd title of the spot: "Nyahahakbkxjbcjhishdishlsab@!!!! Enough RC Cola! «Centennials live in the moment. They don't need a list of reasons before doing something. They can make or buy something for anything. They don't need to explain their reasons. We appropriated their attitude to make the RC Cola brand stand out from the crowd,” explains Jake Yrastorza, managing partner of Gigil, speaking to Ad Age .
The “whatever” mantra that seems to underpin most of the actions of Generation Z is what ultimately ended up making the protagonists of the ad a boy with four glass glasses attached to his back and a mother with a bottle of RC Tail per head. " We used humor to make RC Cola something truly 'cool' in the minds of Generation Z and also something they would want to be associated with," says Dionie Tanada, associate creative director at Gigil. Although the eccentric humor that RC Cola uses in the spot seems similar to advertising from Thailand, the truth is that this approach is radically new in the Philippine market and that is precisely why the brand and the agency decided to go for it . And the truth is that the move (although risky) ended up going well for them. In many stores, the stock of RC Cola was sold out after the launch of the campaign, which seems to have put the brand in the top of mind of centennials in the Philippines.