In the world of marketing and advertising, creating a successful campaign requires a delicate balance of creativity, originality, and effective messaging. However, it seems that the Love the Philippines tourism campaign has been plagued with controversy from the start.
Critics argue that the slogan lacks originality and is nothing more than a rip-off. To make matters worse, the subsequent AVP (audio-visual presentation) used stock footage, further fueling the fire.
But it doesn’t end there. Enter Paul Soriano, the US-born Marcos administrations’ adviser for Creative Communications and nephew of First Lady Liza Araneta-Marcos.
Allegations have surfaced that Soriano, through his political connections, meddled in the campaign, leaving many wondering about his involvement and the resulting international embarrassment. Let’s dive deeper into the story.
The Unconfirmed Revelations
Recently, the name of Paul Soriano began trending on social media platforms for all the wrong reasons. Unconfirmed reports suggest that Soriano, due to his position and political connections, had a hand in the Love the Philippines tourism campaign AVP.
A circulating screenshot alleges that Soriano, mockingly referred to as “bida bida” by netizens, suddenly became involved after the approval of the storyboard presented by DDB Philippines, the winning bidder for the Department of Tourism project.
The screenshot claims that Soriano clashed with the creative director and insisted on using his own production house. To everyone’s surprise, it was discovered that Soriano had already shot and edited the material without the involvement of the agency.
“And he had a production house that he wanted to use. The creative director and Paul fought about it and the creative direction. So another DDB creative director was asked to take over. But turns out DOT/Paul had already shot and edited the material without the agency,” the screenshot read.
The Accountability Question
The revelation of Soriano’s alleged involvement raises an important question: Is he directly or indirectly responsible for the finished product that caused embarrassment not only to the DOT and Marcos administration but also to the entire nation?
As usual, both Soriano and the Department of Tourism have remained tight-lipped about the issue, leaving room for speculation and suspicion.
Meanwhile, netizens insinuate that DDB Philippines took full responsibility for the fiasco and issued an apology as a means to salvage their contract. However, it appears that their apology fell short, as the Department of Tourism announced the termination of their contract with DDB Philippines, indicating a more profound impact on the campaign.
Leaked Screenshots and Future Revelations
As the DOT distances itself from DDB Philippines, leaked screenshots have started surfacing online, shedding light on the controversial campaign.
These leaks have become the talk of the town, and it’s likely that more revelations will follow in the near future. The campaign’s shortcomings are being exposed, leading to a wave of public scrutiny and demands for accountability.
Rufa Mae Quinto: The Voice of Wit and Creativity
Amidst the political turmoil and accusations of plagiarism, comedian actress Rufa Mae Quinto has taken a witty and catchy approach to address the controversial Love the Philippines slogan. In effect, Quinto proposed a replacement slogan, “Go, go, go,” which quickly gained popularity among Filipinos.
In a show of support, she uploaded an edited photo of herself imitating the official tourism campaign poster. Quinto’s creative contribution injects humor and a fresh perspective into the ongoing debate.
Blame Game
Kakampinks and BBM Supporters: In the midst of the chaos, fervent supporters of BBM (presumably Bongbong Marcos) have attempted to shift blame onto defeated presidential candidate Leno Robredo and his supporters, whom they derogatorily call “Kakampinks.”
They argue that DDB Philippines, the contractor responsible for the blunder, has taken full responsibility and that dragging Paul Soriano into the controversy is baseless and shameless. However, these accusations lack concrete evidence and are merely a reflection of blind support.
A deluded BBM fanatic on Twitter named Mr.WinWin_Situation (@Winwineklabu), who has been caught liking gay porn on the platform, blames Filipinos for questioning Soriano’s involvement, saying, “DDB Philippines took full responsibility for the video blunder, and DOT already cut ties with DDB. No government funds were wasted. It should be over, right? What’s irritating is that there are people who want to drag Paul Soriano into the DOT controversy. These people are shameless!”
Other BBM cultists on Twitter also claim that a DDB creative executive director, who is a Robredo supporter, is to blame for the fiasco and even alleged sabotage.
“May umamin yung katropa mong Kakampinks kokontrhin mo pa,” @Winwineklabu tweeted without providing context for his baseless accusations.
Another BBM supporter, Wikeinam (@wokeinamm), chimed in, tweeting, “Paul Soriano flew around the PH to shoot real PH footage for PBBM VPSD campaign videos. Kaya huwag kayong malisyoso mga pink Marites. Sana nga siya na lang gumawa ng bagong video e. I’m sure it would have been better. With Toni’s voice for the background song.”
However, BBM supporters’ weak and misguided defense only exposes their ignorance when it comes to how advertising works, as they missed one crucial aspect— “due diligence.”
Mark, a Twitter user and BBM critic, tweeted, “Di ba nila alam na yung paninisi nila sa kakampink na contractor points only to one thing? Na mga inutile ang mga approver or walang alam. Bago yan lahat pinipresent yan, if ginawa lang sana nila due deligence they could have inquired where these were taken? And such details.”
In response, a Twitter user and BBM critic Fake President (@bongbongmarcosx) posted, “Brand Director of DDB Philippines is a Kakampink eme. 1. Ilan ba ang brand director ng DDB GROUP? 2. Siya ba ang naka assign sa Love the Philippines? 3. If Yes, hindi ba niya pinapa check kay DIREK Paul Soriano ang materials niya? 4. Lastly, siya ba ang nag-upload ng video?”
Live news (@free_speech22) also posted, “Sad to know, the son of a Pastor (JERIC SORIANO) and husband of a supposedly devout Christian (TONI GONZAGA) WORSHIPS POWER & MONEY. Just wondering, if he can bring that to his grave. What will you tell God, Paul Soriano? That you achieved stealing money or enabling a thief?”
The Ignorance of Advertising Practices
One aspect that BBM supporters fail to grasp is the concept of due diligence in the advertising industry. Their defense of Soriano’s actions exposes their ignorance of how advertising campaigns are typically executed.
By pointing fingers at others, they overlook the need for thorough research, approval processes, and attention to detail. Twitter users critical of BBM and his supporters emphasize the importance of due diligence, highlighting the flaws in their arguments.
The Love the Philippines tourism campaign continues to be mired in controversy, with allegations surrounding Paul Soriano’s involvement and the use of stock footage.
As the DOT terminates its contract with DDB Philippines and more leaked screenshots emerge, the issue is far from resolved. Amidst the turmoil, comedian actress Rufa Mae Quinto offers a fresh perspective with her witty slogan, while BBM supporters attempt to deflect blame onto defeated candidate Leno Robredo. The controversy serves as a reminder of the importance of due diligence in the advertising industry and the need for accountability in executing campaigns that represent a nation.
#TourismControversy #PaulSoriano #AdvertisingEthics
The Daily Netizen 