SUB CATEGORY :

FAST MOVING CONSUMER GOODS

COMPANY ENTERING :

MCCANN WORLDGROUP PHILIPPINES, MANILA

TITLE :

DIM DADS CAMPAIGN

BRAND :

MAGGI MAGIC SARAP

ADVERTISER :

NESTLE PHILIPPINES, INC.

AGENCY :

MCCANN WORLDGROUP PHILIPPINES, MANILA

MANAGING PARTNER :

MON GARCIA

CHIEF CREATIVE OFFICER :

RAUL CASTRO

EXECUTIVE CREATIVE DIRECTOR :

JOE DY

CREATIVE DIRECTOR :

MAAN BAUTISTA

COPYWRITER :

FRAN PALINES/MAAN BAUTISTA

BUSINESS GROUP DIRECTOR :

BAMBI REYES

ACCOUNT MANAGER :

JHENICE ALANA

STRATEGIC PLANNING DIRECTOR :

EILEEN BORROMEO

AGENCY PRODUCER :

JHO MOYA

SOUND PRODUCTION COMPANY :

LOUDBOX STUDIOS, MANILA

SOUND DESIGNER :

ALLAN FELICIANO/IJ GARCIA

ENGLISH SCRIPT :

ANNCR: THERE ARE CHEFS WHO CAN TURN ANYTHING INTO A CULINARY MASTERPIECE. THEY ARE THE KINGS OF KITCHENS, THE WARRIORS OF THE WOK… THE HE-MEN OF THE HOTPLATES. AND THEN, THERE’S NED. NED’S HOME-STYLE COOKING IS BEST DESCRIBED AS “FOR DEMOLITION” HE PREFERS TO MEASURE INGREDIENTS WITH HIS HANDS. AND SOMETIMES, WITH HIS MUSTACHE. NO, NED DOESN’T CRY WHEN HE DICES ONIONS...THE ONIONS DO. EVERY DISH NED COOKS, TASTES LIKE CHICKEN. EXCEPT THE CHICKEN. NED ONCE FLIPPED A BURGER, AND LEFT THE HOSPITAL 3 DAYS AFTER. HE INVENTED SWEET OR SOUR PORK. PORK THAT IS NEITHER SWEET NOR SOUR. SOMETIMES, NOT EVEN PORK. ON THE CORNER OF HIS DINING ROOM STANDS THE WORLD’S SADDEST FERN. THE RECEPTACLE FOR MANY-A-DINNER GUEST’S REGURGITATIONS. POH-TAY-TO, TOH-MAH-TO, ZEBRA... IT’S ALL THE SAME TO NED. WE MIGHT NOT BE ABLE TO SAVE NED, BUT WE CAN SAVE HIS DINNER GUESTS. WITH MAGGI MAGIC SARAP, ALL-IN-ONE SEASONING. MADE WITH FRESH ONIONS, GARLIC, FLAVORFUL CHICKEN AND SPICES TURNING ALMOST ANY DISH WELL…NED-PROOF.

ENGLISH CONTEXT EXPLANATION :

IN THE PHILIPPINES, COOKING AT HOME IS STILL GENERALLY SEEN AS A MOTHER’S JOB AND FOR GOOD REASON. DADS ARE OFTEN LEFT BY THE WAYSIDE, LEAVING ALL OF THE CULINARY GLORY WITH MOM, DESPITE THEIR BEST EFFORTS. WE WANTED TO ASSURE HOPEFUL DADS THAT WITH MAGGI MAGIC SARAP, ALL-IN-ONE SEASONING, THEY TOO CAN’T GO WRONG. WE CREATED A HUMOROUS RADIO CAMPAIGN THAT FEATURED DIFFERENT DADS GETTING INTO ALL SORTS OF TROUBLE IN THE KITCHEN. AND THAT DESPITE THEIR PERSONAL QUIRKS AND UNUSUAL FLAIR, WITH A LITTLE FROM MAGGI, THEIR DISHES CAN TRIUMPH TOO.