MANILA -- The newest campaign advertisement of the Department of Tourism (DOT) was launched Thursday, January 26, highlighting not just a tourist destination this time, but another answer to the question why it’s “More Fun in the Philippines.”
DOT’s newest TV commercial opens with a male blonde-haired tourist visiting the prized Enchanted River in Surigao and while admiring the natural wonder before him, is approached by a Filipino woman.
“The fish are eating, so should you, anak,” the woman said offering him kakanin (rice cake) which her children were also eating.
The tourist thanks her, takes a bite and asks a man what “anak” meant to which he replies, “It means ‘my child.’”
He is later introduced as Jack Ellis, a traveler. The commercial then faded to reveal the quote: “When you’re with Filipinos, you’re with family.”
DOT undersecretary Kat de Castro said that this ad will be launched during the Miss Universe coronation on January 30, 2017.
The ad was done with the help of global advertising agency, McCann Erickson, which won the bid to develop the slogan during the previous administration under then DOT Secretary Ramon Jimenez Jr.
DOT earlier said that the ad is part of a P650 million leftover budget from the previous administration.
Teo admitted that the “It’s More Fun” slogan was a hit, but believed that it needed to be “upscaled.” (PNA)