“SA IKAUUNLAD NG BAYAN, DISIPLINA ANG KAILANGAN”: ubiquitous Martial Law slogan seen on print, newspapers, painted on walls, flashed on TV in 1972. Macoy Big Brother’s directive to its captive citizenry. Actually, a very clever slogan and if you remember the sleek blue and red logo, also quite a cool design even by today’s standards. So who came up with it? Well FM’s Joseph Goebbels, Information Minister Francisco “Kit” Tatad”, called on all the top advertising agencies and asked them to come up with a slogan that would launch the centerpiece discipline program of the new Marcos Reich. Tatad briefed them that the regime would like pound on its citizenry the value of discipline in ridding themselves of the “old” ways: corruption, political patronage, abuse of power (hello?), etc... So some agencies came up with specific programs and “tactical” ads like: “Kung may reklamo ka kay mayor, isumbong mo kay mayor!” (?–pretty lame and why would you complain to mayor about mayor?) followed up with “Kung hindi sinundan ni Mayor, isumbong mo sa amin!” (ayun naman pala, may follow up pero malabo pa rin pare).
Anyways, the winner was “Sa ikauunlad ng Bayan…” by THE GROUP headed by Tony Cantero who turns out to be the brother-in-law of Tatad. But in fairness to d’ Group, that was a good campaign. Shortly after, they launched the “Mabuhay ang Pilipino!” campaign. Sing with me now: “Mabuhay, mabuhay, mabuhay ang Pilipino!”. The campaign “jingle” including herr Fuhrer’s Martial Law hymn; “Bagong Lipunan” (sing again! “May bagong silang, may bago nang buhay, bagong bansa, bagong daan, sa bagong li–punan…) composed by no less than national artists Lucio San Pedro and Professor Felipe Padilla de Leon (more on this in another post). All this: PRO BONO (hindi nauna si David Guerrero at legit ang cliente).
The campaign was so successful that it had other people in power, green with envy, so green that they launched a counterpart green campaign (nauna nanaman ang Pinoy!): the Green Revolution, courtesy of Madame First Lady. The ads by THE GROUP were subsequently pulled off the air to favor Madame’s programmes. Politics then, politics now. Well, we know the power of advertising!
Source: http://indiosbravos.blog.com/2011/04/26/recyclablog-6-1972-ad-of-the-year/
No comments:
Post a Comment