Rosan Cruz, Dennis Garcia's take on the new DOT FUN slogan

Passing on Dennis Garcia’s take on the new Department of Tourism’s (DOT) ‘fun’ slogan. Mind you, Dennis is über-talented! Founder and lyricist of the famed Hotdog band in the 1970s, he is also a bass player, filmmaker, an artist and professionally, an advertising Creative Director with stints in Hong Kong, Guam, Jakarta, Malaysia and Los Angeles, California. After his talk with DOT chief Mon Jimenez, he fantasized what he’d do if he were the Creative Director tasked with translating the slogan into communication materials. Reposting his blog with permission:

Had an interesting chat with DOT Sec. Mon J. – 32 hours ago.

He heard that I overheard what the new tourism slogan is and wanted to explain why they’re doing what they’re doing.

Agree. The new line is vastly superior to the short-lived, highly pilloried “Pilipinas Kay Ganda” nightmare. Which was, among other things… wallpaper, predictable, boring. Dreamed up by amateurs. Executed by amateurs.

(But, I’m sure a million detractors are waiting in the wings to proclaim that the new battlecry… sucks – even more.)

Fine.

Back to the new slogan: there’s a short form (No. 1 for Fun)… and a full length version (“It’s more fun in the Philippines”).

From the looks of it, the slogan (and its execution) is definitely a 1st cousin – but a harder working one – of the “Wow, Philippines – More Than…” campaign which also came from the same ad agency that prepared this new dish – BBDO.

It puts the Philippines on a competitive (and fighting) stance and promises a commodity that is solid even with the most laughable infrastructure: F-U-N.

Best part, we get to OWN the word… a prerequisite for memorable advertising (i.e. Volvo = safety; El Al = hijack-proof; Datu Puti = asim; Rexona = long-lasting; Veto = B.O.)… and for compelling, bahala-na-si-batman social media experimentation.

The Secretary was going on and on about the logo – but the words just went from my right ear to the left. I don’t think an earthshaking logo (even if designed by Malang or Modesto or George Lois) has enough power to make a cynical, brainwashed-to-expect-the-worst tourist come to the Philippines.

I have attempted to imagine and create the campaign based on our conversation. I have fantasized what I’d do if I were the Creative Director tasked with translating the slogan into communications materials.

So here goes.

My personal interpretation of the campaign.

Unsolicited. Unfiltered. Unashamed.

Deal with it: we will never, ever have the huge tourism promotions budgets of the Malaysias and Thailands of the world.

But though we can’t outspend them… we can certainly outsmart them.

Pinoy ata tayo!