Saridon brings relief for persistent headaches in film and print campaign from BBDO Guerrero
A press and TV campaign for Saridon, a pill that works against persistent headaches.
The campaign created by BBDO Guerrero Philippines, shows such headaches coming to life in the form of “headache doubles” and attacking hardworking people nonstop, while they work nonstop.
Press_Credits
Chief Creative Officer: David Guerrero
Executive Creative Director: David Guerrero
Creative Director: Gary Amante, Rey Tiempo
Copywriter: Rey Tiempo, David Guerrero, Rachel Teotico
Art Director: Gary Amante, JP Palileo, Tim Villela
Account Director: Cindy Evangelista/Lynne Esguerra
Senior Account Manager: Iking Uy
Strategic Planner: Cristina Buenaventura
Advertiser’s Supervisor: Christian Galvez, Jay Lopez
Agency Producer: Al Salvador, Zeth Pascual
Final Artist: Vilma Magsino, Manny Vailoces, Oliver Brillantes
Photographer: Paolo Gripo, Albert Bagay
Production Designer: Tere Camposano
Stylists: Fatima Yambao and Nicole Aquino
TV Credits
Chief Creative Officer/Copywriter: David Guerrero
Creative Director/Art Director: Gary Amante
Creative Director/Copywriter: Rey Tiempo
Art Director: JP Palileo
Copywriter: Red Ollero
Account Director: Cindy Evangelista
Agency Producer: Aldous Pagaduan
Agency Producer: Ino Magno
Agency Producer: Idda Aguilar
Director: Joel Limchoc
DoP: JA Tadena
Planner: Cristina Buenaventura
Post Production: PostManila
Production Company: Revolver
Senior Account Manager: Iking Uy
Sound Design: Hit Productions
17 Comments
Cmon guys the first time it was fresh…haven’t you er…beaten this one to death?
They are milking this idea for all it is worth. I like the print campaign and will reward its TVC spots. It won’t be big, though. I need them to think of new ideas instead of relying on old ones, no matter how brilliant they are in the first place.
It wasn’t even brilliant in the first place, like a sequel to “I saw what you did last summer”.
You don’t think the print campaign is creative? There are scores of award-winning CCO’s and ECD’s who think so. I happen to agree with them too. But I’ll still crack the whip and ‘punish’ them with minor bronzes so they’ll think of fresher ideas next. How else is the network going to grow if the best creatives rely on old ideas? By awarding mediocre ideas from your own network, you’re going to hold the future of your network hostage. Whack them all, I say!
I agree. They were great first time around. Now? Not so. TIME Magazine campaign it’s not.
“Punish them with minor bronzes”
A classic line. Al Fatwah is on a roll.
David Guerrero would like to be punished like that, wouldn’t he? Especially something with ‘spikes’. I could almost hear him yelling for ‘More! More!’ Somebody please get me that ‘curtains’ from Thailand. Too raunchy a sight for 6 year olds.
Great campaign guys. Simple and nicely directed.
That’s so funny! The Thais should do up a third ad featuring David Guerrero being paddled ‘under the curtain’! If the series win over Guerrero’s, he’ll need Saridon!
Dont worry children, mama and papa are just repairing the curtains.
Maybe the campaign was performing brilliantly for the client.
Maybe the client and the agency would be crazy to change a winning formula purely for the sake of some award shows.
maybe……..
well you never know
I can visualize a print ad with David Guerrero holding on a award metal with another David Guerrero behind him with a medal as well.
…that would then become an ad for KY Jelly!
I can see why many award-winning CCO’s and ECD’s think this is very creative –
persistent headache again and again is shown as ‘doubles’. Brilliant! It’s still worth a bronze or two for now, but be warned, the judges’ patience will be running thin soon and they might punish creativity like this like they did the Pictionary campaign – it was awarded “Finalist” in Cannes recently after a long run of winning metals.
The reason this 2nd instalment of ads falls flat is simple.
The Saridon campaign isn’t based on an idea…it’s just a single visual gag X 10 times.
Take Harvey Nichol for instance. Very well awarded, very visual gag oriented….BUT…based on an idea. “People will endure all sorts of crap to shop at Harvey Nichols.”
What’s the idea here…’take it when your head pounds”?
What say you, Al Fatwah?
Ahh…Mr Scamus, you are talking about the BIG idea vs visual gags. If you can discern the difference then you must be a very big CCO somewhere, and a formidable one at that. The only time such a skill is useful is when judges use it to debate the merits of an ad campaign. You must be a very seasoned judge!
Now, where were we? Ah yes, back to David Guerrero’s Saridon campaign.
True, the big idea (if there’s any) for this one is simplistic: Choose Saridon for relief of persistent headaches. And the team even features the reasons to believe (in this case paracetamol) in their communications.
True, it’s not as sophisticated as we would like it to be (otherwise it’ll win the Grand Prix). They did not dimensionalise the thought a level or two above this present one.
But you’ve to look at the market that Saridon is talking to. Are they ready for sophisticated big ideas with complex insights? Do we know the Filipinos like they do?
For their previous efforts alone, many award-winning CCO’s and ECD’s have deemed the campaign creative enough to win something. But they did not give David Guerrero and his team the ultimate prize.
And now, thanks to you, they know why.
Al Fatwah, you touched on something nice there, o scholarly one… And you did it with the subtlety of an explosives vest.
SIMPLE vs SIMPLISTIC.
The former the hallmark of truly great campaigns, the latter is what most pro-active work relies on.
That is why the second round of ads is not working as well as the first time (when there was the element of surprise). This is like the same lady getting naked 10 times.
Which of course is well tolerated in most households around the world.