Copycat Ad forces DOT to revert to “It’s More Fun in the Philippines”Angela M. Zelaña
A purportedly copycat ad made by one of the biggest ad agencies in the Philippines just got sacked by its clients. McCann Worldgroup Philippines got it from the country’s Department of Tourism, as somebody blew the whistle on a newly uploaded tourism ad that was similar to a South African one. Government quickly pulled the plug on the P650 million contract and is trying to smooth the feathers of the entire industry by reverting to the old, popular slogan “It’s more fun in the Philippines”.
While the copycat ad have many people talking about the “bad Filipino habit” of imitating many things foreign, there is very little truth to this concept. Someone just bungled the project, and everyone joined in with comments, opinion and unsolicited advice. It looks like that the mistake was made from ignorance about the abundance of talent, ideas and original concepts that work for the Philippine tourism industry today.
“It’s more fun in the Philippines” is an old ad slogan the government’s Department of Tourism (DOT) used for some years. It dates back to the time of Dick Gordon, who is now Senator and one of those who lead the charge against the new DOT ad. The slogan is tried and tested, and it has made its mark on our consciousness.
This was the lead slogan that made everything work for tourism in the modern Philippine era. And it has truth in advertising written all over it. From Boracay to El Nido to Dumaguete, it is something that tourists expect and get: fun in the most exciting doses.
Art movements, as mentioned, are a real part of the culture. So the fun that can be found here is filled with charming craft items that are warm and friendly products offering a more genuine form of friendship to visitors.
Maybe all these is a timely reminder that Philippine tourism in the historical sense has found foreigners time and time again falling in love with our native shores. They give what they have, and want to have keepsakes to take back to their homes. What they gratefully leave the Filipinos have always turned into practical, recognizable but unique products.
With Philippine souvenirs, fun and friendship are made and cemented through offering things popular and beloved in the country’s culture. The iconic Philippine tourism ad from Dick Gordon’s era has beautiful, native style color combinations.
Weaving from native materials is something that really reflects the slogan. Products from these are light and stand out in the crowd of man-made plastic fabrics like a constant reminder that “It’s more fun in the Philippines”.