Highly emotional Asian advertising promoting social change is a trend in Asia. Like Sunsilk’s Hair Talk by J.Walter Thompson Bangkok and Jakarta, which won Bronze at Cannes, this one by Saatchi & Satchi Singapore is based on a true story. It, too, promotes a specific product, this time Procter & Gamble’s Safeguard.
The campaign, Pabaon Sa Buhay (Protection for Life), is designed to underpin Safeguard’s heritage of providing long-lasting protection for families. It is not as tightly (authentically) connected to its brand as Hair Talk, but over and above its emotional magnetism are several universal life lessons delivered by the protagonist’s mother, Warlita) that add to its impact. Part of Procter & Gamble’s aim is to communicate its belief that all the things a mother does to protect her child in the world, both physically and emotionally, are relatable to mothers across the country and around the world.
The film is the story of Nor-man King, a boy belonging to the Aeta, an indigenous tribe in the Philip-pines. He became the first Aeta to graduate from The University of Philippines. through his childhood, leading up to his university graduation. Norman’s story is far from the ordinary – Norman is an Aeta, an indigenous tribe in the Philip-pines. Nor-man struggles with the usual challenges faced by minority groups and learns (from his mother) that only when I accept who I am will I go further in life.
Alex Vogler, Procter & Gamble beauty division (Asia-Pacific) – associate director, digital transformation and communications, explained, “At the core of Norman King and his mother’s story lies the universal challenge parents face in bringing up their children, having to balance the desire to keep them close and protected with letting them go explore the world to learn by themselves. At Safeguard, we strive to help parents overcome this tension as we believe that what a child learns at home protects him for life. Essential to this are the pabaon or provisions parents give their children, be it an everyday lunchbox, life lessons or the lifesaving habit of handwashing, which will help protect them as they explore the world on their own. By sharing the touching story of Norman and the life lessons he received from his mother, we are hoping to inspire parents to share their provisions or pabaon with their children.”
Credits:
Creative Agency: Saatchi & Saatchi Singapore
Creative Directors: Ivan Policarpo & Theresa Ong (Regional)
Chief Creative Officer: Ajay Vikram (Global Clients)
Group Creative Director: Noel Orosa (Regional)
Executive Producer: Shirlie Alexis Tay
Senior Planner: Josh Roth – Regional
Head of Planning: Jordan Price – Regional
Business Directors: Sharmista Nagarkatti & Maninder Bali
Account Manager: Daniel Hejl
Production Companies: Prodigious Singapore & Unitel X Straight Shooters Media
Director: Pepe Diokno
Post Production Company: Kraftw5rkz Singapore
Colour: Corey Brandon Spykerman
Composer: Arnold Buena
Audio Post Production: Hit Productions, Inc.
Sound Engineer: Regie Ambas
Client: P&G (Safeguard Philippines)
Brand Manager: Ajay Sampath
Brand Communications Manager: Carissa Limcaoco
Vice President, National Brand Leader: Sue-Kyung Lee
Associate Brand Manager: Kiran Gotur
Associate Director, Business Affairs & Digital Communications Beauty APAC: Alex Vogler
