Wednesday, March 21, 2007 Nescafe Classic TVC wins in Araw awards
THE Nescafe Classic television commercial titled “Bitin” recently won the bronze award in the single category division of the 2006 ARAW Values Advertising (AVA) Awards.
The biennial awards program honors the most outstanding works in the advertising industry that help promote and communicate Filipino values. It was presented by the Advertising Foundation of the Philippines in cooperation with the ADBOARD.
“Bitin,” which ran in 2005, shows a family celebrating Christmas while enjoying steaming cups of Nescafe Classic.
The TVC sought to communicate how Filipinos value being together, especially during the holiday season. It showed how one wishes to have one more day, one more hour, or even more minute to spend with loved ones.
This value, which demonstrates Filipinos’ reverence for family unity, is one of the cornerstone values on which the AVA is founded.
The 2006 AVA Awards is geared towards the promotion of advocacy advertising for values orientation, one of the primary social marketing thrusts of the Ad Foundation, and the growing social responsibility of the industry.
Part of the proceeds of the AVA goes to the Ad Foundation’s various programs on values orientation and social development communications.
