Pantene TV Ad

Pantene used four of the most glamorous and beautiful celebrities in the Philippines as their endorsers. They are Gretchen Barreto, Dawn Zulueta, Angel Aquino, and Ruffa Gutierrez. 

They used celebrities which are physically attractive. These are celebrities which are popular and liked. This celebrities would easily catch the attention of the consumers. These models were chosen because Pantene felt that they would be believable and their traits or image would maximize their message influence.

The clothes and even the background are white. White symbolizes purity. It suggests that their statements are true and pure. White is also used by gods and goddesses. The beauty of these celebrities are considered goddess-like.

In the commercial, these models are talking about a shampoo, the benefits of it, and the experience they got from it.  They tell us that they shine and stand out because of using this. In the later part, they confessed that all of them are using the same shampoo, Pantene. 

The ad ended with the lines, " What do these women have in common? They all love Pantene. Believe you can shine." The ad wanted to say that you will feel and look beautiful like them if you use Pantene. You can shine and standout among others with Pantene.

Nestle Cream TV Ad

The TV ad of Nestle Cream was very minimalist. It used no dialogues or speaking lines. In the first and the middle part of the commercial, there were only visuals and scenes accompanied by instrumentals. It was only in the last part that they used text, "Dapat Nestle Cream ang ginamit mo."

The ad used fear and humor appeal. Everything was based on real life situation, A lady visiting a relative at the cemetery and offering a salad. She returned home and found out the salad that she gave was back at her home.  It implies that Nestle Cream is the most liked cream that even the dead preferred it. There would be no cream like Nestle Cream. 

In the ad, you can't actually distinguish what product would they be endorsing. It was only in the last part that you would realize that it was a cream. Their target market was not even clearly stated.  This kind of ad might be confusing to others. The message might not be easily understood.

Perhaps, their purpose are to attract and entertain their consumers and to make their brand remembered.. There were no facts or information about the product. This would have two effects, Consumers will research more about the product or they would not mind it at all.

Their choice of putting the product at last part of the ad was effective. It enables consumers to remember their brand. 

Makulay ang Buhay TV ad

This TV commercial is for a seasoning mix. Their message were conveyed through a song. The song tells us that children do not like to eat vegetables but when the seasoning mix was used in cooking vegetables, children favored this. Their song was also happy and jolly. It also included dancing. They used this so their ad would be easily retained in the mind of the consumers. The lines of the song also invites moms to use Knorr in cooking vegetables and other kids to eat vegetables seasoned with Knorr.

Their subjects or endorsers were kids and a mother. They used this because their target market are children and kids. Children do not want to eat vegetables and mothers always find it hard to search for  ways to let them ear these. They want to tell mothers that Knorr can solve their problems in feeding  their kids vegetables.

In the first part of the ad, everything was black and white. It was this time that kids did not eat vegetables. Life was dull. Kids were  not that active, happy, and energetic. In the later part, Knorr was in introduced in cooking vegetables. By this time, they used colors, backgrounds, and font styles which are playful and attractive for kids. Images of vegetables were also used as playing tools and equipment. The set was displayed as very creative and colorful so it would fit their theme, "Makulay ang Buhay sa Sinabawang Gulay." Colorful designs in the ad suggest happiness. Kids and the mom in the ad were also wearing clothes in yellow and red, colors of Knorr.

Besides from children dancing and singing, they also featured the kids playing and doing well at school. They wanted to imply that Vegetables with Knorr can increase their performance in school and their energy in playing. It makes them healthy and active.  

This ad was also constantly repeated at night. They preferred this because this is the only time that kids and moms can view the commercial. Kids spend most of their time in school or at play and this is the only time that they would be free to watch this. Moms, on the other hand, are busy at work during the day and it's only at night time that they can watch this with their children.

Kitkat Bench

Kitkat came up with a creative ad. They did not use billboards, posters, flyers, and alike. Instead, they used a bench as a means for them to advertise their product. This idea is very effective that it need not for words nor descriptions about the product.

The bench was designed to look like the product itself, Kitkat. The packaging and the chocolate of Kitkat was totally copied. It's very effective because everyone can see it and use it. Even if persons were just passing by, surely they won't be missing this spot.

It would entice probable consumers. This would also serve as a constant reminder for people to buy Kitkat.

Summer time is Pepsi time

Whenever its Christmas and we see images of Santa Claus, we remember Coke. They have started using Santa as part of their promotions and commercials since 1930's. Coke helped us create the modern image of Santa Claus, the jolly and white bearded old man wearing a red suit. It has already become an identity and an association for the past decades.

However, Pepsi created an advertisement just this summer of 2011. A TV ad which directly targeted Coke. They used a direct comparison between them and Coke. They used Santa Claus as their subject. They emphasized on "Summer time is Pepsi time."

It's summer, Santa was enjoying and dancing on the beach. He was approaching the bartender to ask for soda. Without any word, the bartender gave him Coke which Santa refused because he wanted Pepsi instead. Of course the bartender was surprised because he is already known for partnering and dealing with Coke. But he said that it's summer and it's vacation time so it's just gotta be Pepsi.

Pepsi was trying to imply that Santa advertising Coke was just part of his work during Christmas. It's just like it only served as a front. His real choice was really Pepsi and not Coke.

After receiving Pepsi, Santa's elves uttered the lines, "naughty" and "nice". Naughty because he was not being loyal to Coke and he asked the bartender to keep quiet. Nice because he shifted to Pepsi, his real choice.

This ad will give a great impact to Coke. Since Coke only used Santa during Christmas season, Pepsi found its way to compete with Coke during summer. They used the strengths of Coke as their new idea and concept in developing an advertisement.

McDo 1st Love TV Commercial

McDo's First Love Commercial  is about a man who was sharing his love story with his childhood friend that he met at McDonald's. He emphasized on the first part of the commercial that whenever he comes back at McDo, he remembers the first time she met her. They had an instant connection and he felt that she knew her for a long time already. They had the same favorite food, French fries with Ice cream sundae.

In the later part of the commercial they met again as adults at McDo. The guy was happy to see his childhood friend but he was disappointed to know that the girl already had a husband and a child.

They sat  and ate together, the usual thing that they did when they were still kids. The only difference now is that they were with the family of the girl. The girl was amused that he still liked to eat their favorite food, sundae with fries. It was just like bringing back the moments. The guy still felt the same for the girl. Even if it wasn't them at the end, he still considers the girl his first love.

The first setting of the commercial was around 1980's at McDonald's. They were precise with the clothes and hairstyle of the cast. The packaging of the food was also fitted to that of 1980's. McDo was also set including the chairs, tables, and all other elements so it would like it was in 80's.

The cast of the commercial was also put into consideration. Even if the characters grew and changed, they still had similarities in the way they dress and look so that  they would still be easily distinguished.

The song used in the ad was Huling El Bimbo by Eraserheads.It was appropriate for the commercial. The song narrated and told their story.

This commercial was not just endorsing their products, it also told the story of two childhood friends. It also tells us that McDo has always been a part of their lives from childhood until they had fully grown and had their own family.

The ad ended with the line, "Siya pa rin ang first love ko." It did not only mean the girl. He also considered the the ice cream sundae and fries of McDo and McDo itself as his first love.

Axe Print Ads

Axe has been very popular when it comes to their print and TV ads. The themes of their ads always  showcase the irresistibility of men who use Axe on women.


Most of their ads feature half naked men and women making love, women chasing and craving for a man's attention, couples doing the naughtiest things, and alike.

Their ads show the craziest things a woman does to get the man who uses Axe. They call this the "Axe Effect", the attraction or arousal of women on men who use Axe.

This print ad of Axe above shows two women who are digging up a grave of a dead man who used Axe when he was still alive. They used this to imply the strong  irresistibility and the long lasting scent of Axe.

 These print ads above showing a nun clipping her nose and women who line up to confess to a priest who uses Axe are just few of the craziest concepts that Axe thought about to attract their audience.


The nun clipped her nose because she does not want to be tempted to the Axe guys and she wanted to avoid sin.


The other picture on the other hand are women lining up to the confession box. Their purpose is not really to confess but to get near to the priest whom they are attracted to.

These are concepts which can be easily retained in the mind of the consumers. This idea is used by Axe to show us that the Axe effect has no exceptions. Anyone can fall for an Axe guy and an Axe guy can be anyone who uses Axe.


The print ads which I presented are not those that Axe usually features, it is conservative but still have the same impact.

Axe also wanted to tell the guys out there that using Axe can increase your manhood and your confidence on women. Some of Axe slogans are 'simply irresistible" and insanely irresistible".