THE new Camiguin tourism advertisement was officially launched during the opening of the 38th Lanzones Festival last October 22 at Mambajao. The video was simultaneously uploaded onto the Facebook Page: Camiguin Tourism Office and has since gone viral receiving thousands of hits, likes, and shares. Anyone watching would surely be compelled to hop on a plane and jet off to this “Island Born of Fire” ASAP!
The video tells the story of a noisy tourist who visits the island for the first time. A mute tour guide offers her his services, but she is quite hesitant; doubting his capabilities. She reluctantly boards his scooter and soon realizes that words aren’t necessary when Camiguin’s grand vistas, famous attractions, sweet lanzones, and warm people speak volumes.
Finally, when a friend calls to ask about her stay in Camiguin, she is left grasping for words, unable to say anything since no words can capture the beauty of this island paradise.
The video’s slogan and hashtag #NoWords #FeelCamiguin is truly encapsulated in this viral video crafted by a team of creative millennials, commissioned by the Provincial Government to work on the project. Compared to the multi-million pesos DOT ad that received a lot of flak for supposedly plagiarizing a South African ad, this low budget Camiguin version is certainly better conceptualized by leaps and bounds.
The best way to describe this ad: walang kiyeme at arte (no pretentions). Just honest-to-goodness Pinoy heart and spirit! The best part is they do not fall into the trap of using a typical scantily clad sexy tourist, with the picture perfect body and flowing tresses blowing languidly with the wind in just the right places.
What we have is a real Juan (or in this case, Juanita)—chubby, double chin, non-patrician nose, and frizzy hair. Plus, she's loud and taklesa full of fire. Her character was very authentic and endearing with all her flaws. In fact, the person she was conversing with on the phone while she was on the scooter even told her: "Friend, reminder ha… pipi ang tour guide, hindi bingi." Pak na pak… Pinoy na Pinoy! It was certainly a well-written script by Benson Logronio.
Breaking the typical model stereotype is such a breath of fresh air. All the picture-perfect ads and images on social media subliminally tell less-than-perfect women to be ashamed of all their flabs and rolls that jiggle. (Looks at own belly, and yes there's definitely a lot there, so I deserve to use the pronoun: we). It's as if we deserve to just merely blend with the scenery. But this ad successfully tells us women (and men too) of all shapes and sizes that we all need to get out of our comfort zones, seek adventure, and grow from experience by way of wanderlust.
James Dela Vega, the producer said: “I have to emphasize that there is no ad agency behind this ad at all! In terms of industry standards, we were only given a very small budget to work with. This actually seems just like a group of friends coming together who want to have fun and make a video. They key team is Manila based, but the crew is from CDO.
Jjmee Katanyag, the tourist, is a theater actress from Manila; while Marco Augusto, the tourist guide, is a local from the area. He is actually an accountant from the Provincial Government with no acting experience whatsoever!”
Although the video is only around 4-minutes in length, it is able to showcase the must-see attractions like Mantigue Island, The Sunken Cemetery, Katibawasan Falls, White Island, Hot Springs (just to name a few). The director, Emil Ray Alviz also noted: “I was really amazed by this island as early as pre-production—all the more at the moment my team set foot on the island! I was left awestruck every single time we moved from one location to another. The clear pristine waters, the gigantic coral reefs underwater that makes you feel like you’re in another world, the majestic waterfalls, the breathtaking cliffs, the warm hospitality of the locals, and the list just goes on. It makes me so proud to be a Filipino that we have something like this island in our backyard.”
Tulala. Nga-nga. Speechless. No words, indeed! That’s what this ad makes you feel. There are 7,000 plus islands to see in the Philippines, and the team successfully puts Camiguin on top of that sight-seeing list. If you haven’t been to the island, what are you waiting for? And if you have, then please come again. After all, say it with flair and Camiguin really sounds like… come again.
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