ASIA-PACIFIC – APRIL 3, 2011 – It takes someone truly delusional to say that the world, in advertising or otherwise, has not changed much. Agencies find themselves doing much more than just print and TV these days as we move toward a more integrated world. While it is definitely more challenging, I find the core of advertising has remained the same. It is still about just one thing – great ideas.
Challenge is necessary to push boundaries. I had always thought myself a gastronomic adventurer, but it was all changed by a single, unforgettable experience.
I was in the Philippines for a few months as the interim ECD some time ago, and my driver Alan brought me something to try – the famed Filipino Balut (fertilized duck egg). In front of the entire agency he sat me down, and tried to make it tastier, by resting it in a bowl of warm water. I stood ready, but not ready enough for what was about to happen.
Cracking the shell open, a tiny half-formed duck fell onto the dish and I felt the universe spin in my stomach. The agency had gathered around in excitedly and there was no way I could escape this. I raised it to my mouth and took my first bite. I was a half-boiled egg; my face still, but ready to crack, and my insides churning like stormy weather at sea.
"It’s not bad."
I lied right through my teeth and all the tiny baby duck feathers stuck in between.
Much like this experience, I am looking forward to see what unexpected offerings the Philippines will bring while I’m there this time around.
–Eric Yeo, Creative Director, Ogilvy & Mather Singapore
