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LOTUS :
LOTUS ROOTS
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ENTRANT COMPANY :
GIGIL, MANILA
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TITLE :
MOST EXPERT ENDORSER
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BRAND :
LAGUNDEX COUGH MEDICINE
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ADVERTISER :
LAGUNDEX
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AGENCY :
GIGIL, MANILA
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MANAGING DIRECTOR :
JAKE YRASTORZA
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CHIEF CREATIVE OFFICER :
BADONG ABESAMIS/HERBERT HERNANDEZ
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CREATIVE DIRECTOR :
LESLIE CUA
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ART DIRECTOR :
SEPH ASENTISTA/HAUI SACAY
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ART DIRECTOR INTERN :
ASHLEY CREENCIA
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COPYWRITER :
RAPHE RAMIREZ/PATRISE CALUMPAG/BRANDON JAMES TALIP
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COPYWRITER INTERN :
ANGEL LYKA AGUSTIN
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AGENCY PRODUCER :
SASA PASCUAL/DENISE ELIZON
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AGENCY POST-PRODUCTION INTERN :
ACEY SEMANIA
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AGENCY VIDEO EDITOR :
JOSEPH LINGA
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ACCOUNT DIRECTOR :
BEVERLY LUBID/CHLOE ADARAYAN
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ACCOUNT MANAGER :
BIANCA PEÑALBA/LEILA JOSHUA VALLE
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STRATEGIC PLANNING MANAGER :
NANAIS HERNANDEZ
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FILM PRODUCTION COMPANY :
SOUTHERN LANTERN STUDIOS, MANILA
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DIRECTOR :
SONNY CALVENTO
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DIRECTOR OF PHOTOGRAPHY :
EMIL JAVIER
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CAMERAMAN :
DINO PLACINO/PAT AGAR
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ASSISTANT DIRECTOR :
MIKKO BALDOZA
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EXECUTIVE PRODUCER :
JO ANDREW ACEJO TORLAO/SHERON DAYOC
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PRODUCTION MANAGER :
ANGEL BENJAMIN
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PRODUCTION ASSOCIATE :
EDMUND MABANAG TELMO/DEAN PALAPAR
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PRODUCTION DESIGNER :
JUAN PABLO PINEDA III
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CASTING :
KYLE JUMAYNE FRANCISCO
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HAIR & MAKE-UP :
KHARY LEE
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LOCATION MANAGER :
EVANGELINE TORCINO
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POST-PRODUCTION COMPANY :
SOUTHERN LANTERN STUDIOS, MANILA
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EDITOR :
KIM TAYONA
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COLORIST :
HENRICK CRISOSTOMO
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SPECIAL EFFECTS :
POLI GONZALES
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SOUND PRODUCTION COMPANY :
HIT PRODUCTIONS, MANILA
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SOUND ENGINEER :
VENER ARISTON
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MUSIC ARRANGER :
ARNOLD BUENO
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CULTURAL CONTEXT EXPLANATION :
Medicines in the Philippines are usually endorsed by white coats.
Lagundex, a natural cough medicine brand made from traditional lagundi leaves, wanted break into the market. To do so, they needed to out-expert the usual endorsers. So they chose an actress--Susan Africa--who has been perennially cast in phlegmatic roles in countless Philippine soap operas. A pop-culture expert on all things cough.
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ENGLISH SYNOPSIS :
The film opens to a production set in the middle of a soap opera shoot, with Susan Africa wearing your run-of-the-mill house dress. While being asked by the director to cough, her house dress dramatically reveals into a gorgeous green gown. She names herself as the ‘Star for All Cough’ and proceeds to give a masterclass on different kinds of coughs to show her expertise: Cough with Shock Value, Cough Like You Bear the Weight of the World, Silent. And whatever the kind of cough, there's Lagundex to address it.
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ENGLISH CONTEXT EXPLANATION :
Susan Africa is the epitome of the meek, weak, and tragically phlegmatic mother on Philippine TV. She's gained pop culture and meme-status across generations by playing derivatives of the same role in countless soap operas and films. Who else better to show how to deal with cough? Not white coats, but the coughing queen of Philippine TV herself?
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