Title | SUMMER STATIC STATIONS |
Brand | Procter & Gamble |
Product / Service | OLD SPICE DEO SPRAY |
Category | D03. Single Market Campaign |
Entrant | PUBLICIS SINGAPORE, SINGAPORE |
Idea Creation | PUBLICIS SINGAPORE, SINGAPORE |
Media Placement | MEDIACOM PHILIPPINES Taguig, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Ajay Vikram | Publicis Singapore | Chief Creative Officer |
Donna Dimayuga | Leo Burnett Singapore | Creative Director |
Paulo Villones | Leo Burnett Singapore | Creative Group Head |
Maninder Bali | Publicis Singapore | Regional Business Director |
Dan Hejl | Publicis Singapore | Account Manager |
Louiza Joseph | Publicis Singapore | Project Director |
Carmela Almonte | Prodigious Singapore | Agency Producer |
Germain Wu | Prodigious Singapore | Senior Editor |
James Trimming | Prodigious Singapore | Head of Post Production |
Old Spice hijacked radio frequencies that played nothing but static and promoted them as new radio stations that can make listeners feel cool. The cool thing about static is that it literally sounds cool. Like pouring rain. Cascading water. Strong winds. And this sound can provide relief from the heat the same way ASMR and white noise induce relaxation. With the power of suggestion and a bit of imagination, listeners can escape the heat using mind (or ears) over matter.
Radio is the second largest medium in the Philippines. In a sea of competitive ads who advertise heavily in the summer, how can a challenger brand like Old Spice stand out? While bigger brands crammed FM radio stations, we owned everything else that no one did: the sound of static. Millions of Filipinos spend long hours commuting in the sweltering heat, and with the radio as their only source of entertainment. We saw this as an opportunity for Old Spice to give listeners the feeling of freshness during the hottest time of the year.
SFX: The sound of static
Radio is such an important and ubiquitous medium in the Philippines that majority of the public know the FM station jingles, taglines, and sign-offs by heart. And because radio is the most relevant for millions of Filipinos battling the summer heat during their daily commute, we wanted Old Spice to be present in this moment. Not with just your typical radio ad, but with something more useful and clever. We took note of the most popular FM stations and designed the Summer Static Stations around these radio frequencies, turning these static stations into cooling stations. Then we carefully casted the very first Old Spice endorser for the Philippine market, choosing well-loved local basketball champion Ali Peek. Peek does not only embody the brand’s confidence and dry wit, but also shares the same magnetic personality as the other famous Old Spice brand endorsers.