MANILA – Two Philippine agencies, Ace Saatchi & Saatchi and DDB DM9 JaymeSyfu/Di9it, made it to the Radio Lions shortlist, which was released on June 17.
From Ace Saatchi & Saatchi was ‘Zzz Radio – Pampers’ for Procter & Gamble Philippines, which was also included in the Direct Lions shortlist.
‘Zzz Radio’ made use of a frequency no one owned, that aired nothing but static and branded it as Pampers ZZZ 99.1 FM, in order to communicate Pampers’ commitment to giving babies uninterrupted sleep.
From DDB DM9 JaymeSyfu/Di9it was ‘Bron’ for Cigna. In the spot, Lebron James calls a basketball fan who was too busy at work to watch the playoffs. An angry Lebron then starts acting out because the fan promised to watch his game even from the office. The spot ends with the message, ‘Don’t leave Manny at home. Subscribe to Cignal TV-TO-GO, and take your favorite shows with you. Only from Cignal.’
A total of 1,448 entries were submitted in the Radio category.
