Inspiring, catchy, and weird: These are some of 2020's most memorable commercials
Product commercials have become an art form in itself.
While selling a product is the primary goal, the manner of delivery is as just important to stir an emotional response from the public - target market or not.
The ad industry was also severely affected by the limitations imposed by the pandemic and ensuing lockdown.
But the ad industry endures, and we've seen a couple of memorable commercials this year that brought us tears, joy, hope, and puzzlement.
Ads reflect current trends, seasons, and a society's present state. For this year, it's mostly about hope and encouragement for us to keep going despite a bleak year.
With that said, here are some of the commercials that captured our attention this year.
Ginebra San Miguel
The iconic gin brand's festive ad taps into the Filipinos' bayanihan spirit or a deep sense of community. It shows togetherness and unity across all segments in the society amidst the COVID-19 crisis.
To get its message across, the ad highlights real-life stories of a flight attendant, a jeepney driver, farmers, and medical frontliners, and how they, like everybody else, are coping with the new normal while still looking after the welfare of others.
It also matches the brand's fabled never-say-die mantra - something that we all need to take by heart as we soldier on to 2021.
Kantar, the data, insights, and consulting group, cited the commercial as one of the best TV ads for this year.
Jollibee
Leave it to Jollibee to tug at our collective heartstrings through ads that hit close to home. The fast-food giant does it again with its holiday-themed commercial zeroing in on our deep-sense of family togetherness.
The “Sarap kasama ang pamilya” ad shows our newfound routine since the pandemic struck and exhibited with poignancy to deliver the ad's concept.
“Despite all the challenges we faced this year, being with our family is one of the things we are most grateful for this Christmas,” the brand wrote about the ad.
“Watch and find out what true joy means through the eyes of a child.”
Old Spice PH
The brand known for its male grooming products strikes with a visually entertaining ad to make our quarantine blues a bit tolerable.
“The smell that never dies” plays on Old Spice's claim of long-lasting fragrance. It shows actor Victor Silayan with superhero-like powers able to endure shark and anaconda attacks, defeat killer ninjas, and survive an exploding planet - all thanks to a pair of good-smelling armpits.
Singer Frenchie Dy's soaring vocals and hilarious tendency to pop up in the most unusual places add more laughs to the comical but enjoyable ad.
Danes Cheese
A giant block of cheese with bacon bits and a human face - what could possibly go wrong? The series of ads are teeming with Pinoy humor, punchlines, and even more hilarious moments.
“Snacks naman!” says the ad's witty tagline. Catchy!
Nescafe
We all badly need a rallying cry to get us moving in these uncertain times. Nescafe delivers with its ad that speaks of optimism, hope, and resiliency.
The ad came out in February but its message - dished out in a tune with a catchy chorus - resonates strongly in the following months (and until today) as the country grapples with the crippling effects of the pandemic.
We might need to hear more of the ad in the coming months for added motivation as we pick up the pieces.
Department of Tourism
The DOT pays tribute to the medical frontliners fighting the deadly virus with a touching video set to the tune of the Eraserheads classic, “With a Smile.”
"Filipinos are known for their smiles. Even if we can't see the smiles behind the masks, their warmth can be felt in acts of compassion and kindness,” the DOT wrote about the ad.
“As we wait out the end of this challenging time, let us never forget to show the world who we truly are: a nation of kind, caring, and compassionate people.”
RC Cola
Listing down some of 2020s most memorable commercials would not be complete without mentioning RC Cola's bizarre ad.
Whether you find it entertaining or appalling, you can't deny that the soft drink brand captivated the entire nation's fancy in a year that couldn't get any stranger.
The viral ad packs the essential elements that stir Pinoy sensibilities: family and drama ala soap opera style.
The story though takes a weird turn and this is where all hell breaks loose, driving the internet crazy and spawning various conspiracy theories in its aftermath.
RC followed it up with another bizarre commercial. We have to admit though that the first installment was more striking because of the surprise element. It's an ad that we didn't see coming, and that what makes it a big hit.