MANILA – Just when we thought the world had bossa-fied all it could–from Elvis, to the Beatles, to Lady Gaga–Publicis JimenezBasic and Dolfenal released a new radio campaign that includes what is perhaps the strangest appropriation of the genre yet.
In line with its ‘Para Laging Good Vibes’ campaign, Dolfenal launched three radio spots that PJB said “turned pain into good vibes”: the reggae ‘Ma-ma-ma-migraine,’ the novelty ‘Totot-to-toothache,’ and yes, the bossa ‘Dysmenorrhea-ah-ah-ah.’
‘DYSMENORRHEA-AH-AH-AH’
‘MA-MA-MA-MIGRAINE’
‘TOTOT-TO-TOOTHACHE’
The migraine and toothache songs were performed by Advertising Band of the Philippines vocalist JP Cuison, while “dysmenorrhea was sung in bossa by Drip vocalist Beng Alcazaren,” PJB said.
“The idea of turning pain into good vibes feels pretty much like those first ideas that you usually don’t pursue because they are so simple. But when you take a closer look, you realize it’s actually also very clever,” said scriptwriter and PJB creative group head, Raymund Sison. “And when you’re having a lot of fun writing the scripts, you know that the idea works!”
Meanwhile, executive creative director Brandie Tan added, “Radio continues to be a popular medium in The Philippines. And to be able to create likeable hits is always a challenge.”
“It’s good to have clients who recognize funny work. Especially the value of using humour in ads,” he said.
CREDITS:
Brand: Westmont (Dolfenal)
Group Product Manager: Jojo Magalona
Asst. Product Manager: Vanny Roño
Ad agency: Publicis JimenezBasic
Executive Creative Director: Brandie Tan
Creative Group Head/Scriptwriter: Raymund Sison
Executive Officer, Accounts: Katie Santos
Group Account Director: Beng Alcazaren
Account Manager: Nina Ycong
Producer: Michael Angelo Reyes
Audio House: Cutting Edge
Musical Director: Jessie Lasaten
Musical Arranger/Vocal Coach: Tristan Suguitan
Sound Engineer: Whannie Dellosa
