Publicis JimenezBasic creates playful ad for Lucky Me Pancit Canton

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MANILA – January 8, 2014 – With whimsical illustrations and an upbeat tune, Publicis JimenezBasic has created a kid-friendly ad for Lucky Me Pancit Canton, promoting the instant noodles as food to be combined with popular breakfast food, such as fried rice and egg.

Copywriter Jason Burayag shared that the team coined terms for the pancit canton breakfast combos (PanPan, Pantuna and Pansilog) and came up with a jingle, in order to make the ad memorable for kids.

The tune, which does not sound like the usual jingle, is refreshing, and goes well with the colorful illustrations. "We wanted the jingle to have a feel-good acoustic/folk music tune to it to veer away from the usual pop/novelty jingles and visuals to match in order to show how a pancit combo could turn a typical breakfast into something that brightens up your day," said Burayag, sharing that the team was inspired by things that had a great combo of design & art direction, such as mobile games featured in the Apple Design Awards, animated TV shows like Adventure Time, and video games with cel-shaded graphics.

"A lot of these things were executional so Direk Carlo’s (Carlo Directo) input had a lot to do with how things turned out," he said.

On the creation process, Burayag said shooting the TVC was simple, but six weeks were spent on the post production process. "The illustrator had to create each and every scene from scratch before the animators brought them to life. We went through several WIPs before we saw a cut that looked even remotely close to what you see on TV now," he shared.

While the idea of pancit canton breakfast combos is not new, the ad’s playful execution offers a refreshing take. "We knew we weren’t going to garner any praise for the concept but that didn’t stop us from pushing the crafting as far as we possibly could. We’re pretty happy with how it turned out," Burayag said.