MANILA – BBDO Guerrero just launched its advertising campaign for Philippine broadsheet Manila Bulletin. The campaign, made up of a TV commercial, radio, print and out-of-home executions, demonstrates that Manila Bulletin is the best destination for a clearer understanding of every story.
This marks another phase of the overhaul of the newspaper in its editorial and communication stances and so also launches the new line for the newspaper “Be Fully Informed” which builds on MB’s comprehensive coverage.
The TV commercial, which was created by BBDO’s creative team Dale Lopez, Nikki Golez, Martin Flordeliza and Michelle Edu, produced by Provill and directed by Luis Tabuena, starts with a visual of a footbridge across a narrow road with a caption “The weirdest project in the word”. Initial online reaction to the footbridge was dismissive, until the commercial reveals in the end one of its more positive use – that “the weirdest project in the world teaches children the value of following road rules”.
The Manila Bulletin is reported to be the Philippines’ largest broadsheet newspaper by circulation. The launch of the campaign celebrates the newspaper’s century-old tradition of delivering accurate, positive and unbiased information to all its readers.
BBDO Guerrero was appointed to the account in October of 2014.
Marge Laogan-Riola, Brand Manager at Manila Bulletin said, “This campaign is just the start of a very exciting period for Manila Bulletin. Our new line – ‘Be Fully Informed’ – has made a virtue of the reporting strength of the newspaper that has been consistent for the last 115 years”.
Tony Harris, Chief Executive of BBDO Guerrero, said, “In the current landscape of instant reporting and instant news, the end result is instant reactions. Often they are knee-jerk, overly shrill and sometimes inaccurate. This campaign is intended to show the true value of Manila Bulletin’s balanced and considered news coverage in a world where facts are sometimes not allowed to get in the way of a good story”.
View the spot:
