MANILA – If you’re wondering who to applaud–or blame–for those infamous Cebu Pacific puns, it’s Publicis JimenezBasic, the creative house that churns out those half-corny, half-witty one-liners as often as Cebu Pacific puts their seats on sale.
adobo asked PJB executive creative director Brandie Tan about how the pun game started, how each punny headline is created, and what the agency’s favorites are.
When did the pun thing for Cebu Pacific start?
Tan: The campaign started back a long time ago when Cabu Pacific partnered with Basic Advertising before PJB. We have a record of all thepun headlines only until 2008. The idea was from PJB and was first written by Bingbong Infante who is now a Creative Director here.
Infante: When it comes to the year it started, I honestly can’t remember. I do, however, recall HOW. I remember they had to do a flight schedule print ad, so the only way to get a little creative with it was through the headline. FARES TO REMEMBER was born.
Is there a name for the campaign?
Tan: There’s no official name for it. Within the office we call it the ‘Pun headlines’.
Could you walk us through the process of coming up with new puns? How do you do it? And who comes up with these puns? How do you judge which puns to approve, and which ones to junk?
Tan: We have a have a global creative council which comes together every quarter on a sunny beach location. We write hundreds of headlines to fit every occasion. We even have a global creative director for puns — not true.
What are the agency’s favourites so far?
Like a bargain
Basta flyer, seat lover
Sydney Low Fare
You say hello, I say Dubai
Xiamen shimmering splendid
How do you find the response to the campaign?
Tan: It’s always very fulfilling to be working on a brand that continues to be part of pop-culture. We do our very best to keep our headlines current.
During credentials presentations with potential clients it’s the Cebu Pacific work which brings a smile to their faces.
Hear more from Brandie Tan at the adobo Festival of Ideas happening on November 22 at the Samsung Hall, SM Aura. Visit festivalofideas.adobomagazine.com for more information, or book your tickets at SMtickets.com
