THE PHILIPPINES – AUGUST 7, 2011 – Brands with long histories often draw on their heritage, especially when they reach milestones. But even without an anniversary to celebrate or a major accolade to trumpet, Ligo sardines finds something to look back to: delicious taste loved by generations. In the latest campaign from Campaigns & Grey, past and present meet in three TV commercials where meticulous attention to detail makes the viewer believe that they are back in the 1950s.
The “Lutong Bahay” (Home Cooking) 60s TVC already seems complete in its first half, a complete recreation of a typical ad from over half a century ago. Every aspect of production design, the acting of the talents and even the shots leave barely any room for doubt that this is an old commercial. The intrusion of two characters in color brings shades of the film Pleasantville into the black-and-white scene.
Split into the 60-second "Bench" and 30-second "Lotto" commercials, the Lolo spots take after Forrest Gump, down to the blue-and-white checked shirt. An elderly man on the bench talks to his much younger schoolboy self who asks him questions about the future and to whom he gives a winning lotto combination.
Parts of the dialogue may be purely for fun, but the message of “Laging masarap” (Always delicious) comes across to the viewer. The campaign brings sardines, long associated with the mass market, into the middle class dining table and makes 50 years ago look fresh for an audience—both commendable feats for this iconic brand.
CREDITS:
Client: A. Tung Chingco Manufacturing
President & CEO: Gregory Tung
Advertising Agency: Campaigns & Grey
ECD & Copywriter: Ompong Remigio
Art Director: Bunny Vivero,
Production House: Arkeofilms
Director: Joel Ruiz
Post Production House: Fluid Post
Producer: Aldrin Anthony Galang
Musical Arranger: Juan Miguel Salvador
