COCA-COLA Advertisement ("Coke ko 'to!")

The models

This is Chal or Charlene. The one who got the Coke. She's taking up Liberal Arts in La Salle. My blockmate was actually a transferee from La Salle (We're Ateneans) and when the Coke ad went out, she was like "Have you seen it? I know that girl. She's my friend.":

And this is Cathy. The one who lost the game. She's taking up Business and Economics in La Salle too: (/edit: photo already deleted by owner)

These info and pictures came from 995rt.fm (edit: dead link) Cathy again:  (/edit: photo already deleted by owner)

and this a pic of both of them: (/edit: photo already deleted by owner)

from mapalad.org (/edit: dead link)

And sofiedog said you can find other pictures HERE (/edit: dead link). thanks for the info.

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(/edit: fudge. im not even gonna bother to reformat this paragraph. damn. go watch the youtube video instead!) 

Now from my egroup (Hey thanks LOOGZ!!!): The Coke Commercial 101 ("Coke Beat Game") > Studied and corrected by PACC, MJRDC & APS. > > Hey guys, We're not sure if this is officially correct but we're sure > this is > exactly what the girls in the commercial said and did. Panoorin mo ba > naman > frame-by-frame e. > > Chapter I – The Chant > > ITO ANG BEAT > SABAY-SABAY > ITO ANG BEAT > BAWAL SABLAY > > PABILIS NG PABILIS > PAG MAGMI-MISS > WAG MAGMI-MISS > GETS MO NA? GETS MO NA? > > *AHHH* > COCA-COLA! > > NALILITO, NALILITO > NAHIHILO, NAHIHILO > > COKE KO TO! > COKE KO TO! > COKE KO TO! > COKE KO TO! > > Chapter II – The Basic Steps > > NONE – Wala. > FIST - With both hands closed fist, hit the table once as if you were > ranting > like a kid. > CLAP - Clap once. Simple as that. > SNAP - Snap your fingers once. Do this with both hands. In Tagalog, > pumitik. > L-SNAP – Snap with left hand only. Left elbow is bent upward. Left > hand > slightly directed to the left. > R-SNAP – Snap with right hand only. Right elbow is bent upward. Right > hand > slightly directed to the right > PALM - Tap the table once with the palms of both hands. > L-PALM - Tap the table with only the left palm. > R-PALM - Tap the table with only the right palm. > CHEST - Cross your arms on your chest with open hands. Left hand over > right. > L-CHEST - Tap your left chest with your right hand. > R-CHEST - Tap your right chest with your left hand. > L-BICEP – Tap and hold your left bicep with your right hand. > R-BICEP – Tap and hold your right bicep with your left hand. > CIRCLE - With closed fists, and while extending your arms at chest > level, move > your hands from left to right in a circular motion. Clockwise. > Kelangan tumayo. > Umupo pagkatapos. > SHOULDER – Walang ganito sa actual commercial mga tol. > POINT - Point both index fingers forward with extended arms. Use your > hands > like guns. > > Chapter III – Combining the Chant and the Basic Steps > > Ginawa naming four counts per line. Each sequence of steps have their > corresponding parts in the chant. > > A. > NONE FIST FIST CLAP > SNAP FIST CLAP PALM > CLAP PALM L-CHEST R-PALM > R-CHEST L-PALM CLAP PALM > > B. > CLAP FIST FIST CLAP > SNAP FIST CLAP PALM > CLAP PALM L-CHEST R-PALM > R-CHEST L-PALM CLAP PALM > > C. (Dapat mirror image. Ponytailed girl does the steps below. Girl > with bangs > does the same but in the opposite direction.) > CLAP PALM L-BICEP L-SNAP > NONE L-PALM R-PALM R-BICEP + R-SNAP (sabay) > > D. > FIST CIRCLE FIST > CHEST CLAP POINT > > E. > NONE FIST FIST CLAP > SNAP FIST CLAP PALM > CLAP PALM L-CHEST R-PALM > R-CHEST L-PALM CLAP PALM > > F. (By the start of the 3rd line nahuli sa pagsabi ng "coke" yung > ponytailed > girl so nag point yung girl with bangs knowing na panalo na siya. But > we think > that the steps should be the same as in the previous stanzas. Anyway, > here's > what actually happened.) > CLAP FIST FIST CLAP > SNAP FIST CLAP PALM > CLAP PALM L-CHEST R-PALM > R-CHEST POINT > > Here are the parts of the chant which correspond to the steps above. > > A. > I TO ANG BEAT > SA BAY SA BAY > I TO ANG BEAT > BA WAL SAB LAY > > B. > (PAUSE) PA BI LIS > NG PA BI LIS > PAG MAG MI MISS > WAG MAG MI MISS > > C. > (PAUSE) GETS MO NA? > (PAUSE) GETS MO NA? > > D. > (PAUSE) *AHHH* (PAUSE) > CO CA COLA! > > E. > NA LI LI TO > NA LI LI TO > NA HI HI LO > NA HI HI LO > > F. > (PAUSE) COKE KO TO! > (PAUSE) COKE KO TO! > (PAUSE) COKE KO TO! > (PAUSE) COKE KO TO! > > Chapter IV – Paghahamon > > Kung gusto mong maghamon ng ibang tao sa larong ito, umupo lang sa > harap niya > at mag R-PALM ng tatlong beses (3x). Gumawa pa ng isa pang panghuling > R-PALM. > Kapag sinabayan niya ito ng L-PALM, ibig sabihin ay tinanggap niya > ang > challenge. Magsisimula na automatically ang laro pagkatapos non. > Normal ang > bilis sa simula at bumibilis habang tumatagal. > > Chapter V - Practice > > Gawin niyo lang ito ng paulit-ulit at try niyong sabayan kapag > ipapalabas sa > commercial. O kaya naman i-download niyo sa Kazaa yung commercial > kung makakita > kayo. Kapag namaster niyo na ay puwede ka nang maghamon ng ibang tao. > Siguraduhing may Coke na dala o may Coke ang hahamunin. > > Kung meron man kayong makitang pagkakamali sa nasabi sa itaas, > palitan niyo na > lang. =)

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from http://www.bworld.com.ph/weekender/marketing/diyco.html Accessed on January 25, 2004.

Probaby it's gone by now. My teacher, Mrs. Diycco, doesnt have an archive for her articles, that's why.

A pre-taste of summer by Nanette Franco-Diyco

At the height of summer last year, Coca-Cola launched on television the "Hottah-Hottah" song-and-dance advertising campaign and carried it nationwide. It brought to mind the summer allurements of fiestas with its giant float and frenzied street dancing. "Hottah-Hottah" as a song and dance easily became a craze among the youngsters. And, of course, the sales of Coke went skyrocketing enviably with it. Within the same time frame, the "Spaghetti Itaas and Spaghetti Ibaba" song and dance of GMA "Eat Bulaga's" Sex Bomb dancers became the astounding hit song and dance number of just about any kid nationwide. Predictably, not to be outdone, its fierce competitor, ABS/CBN soon after used all of its stars in all possible shows and made an instant equally big hit of "Ocho-Ocho." Thus was proven the seemingly easy formula of scoring a big super duper hit that begins with the teeners, cascading to the very young and the not so young. We can actually create a fad! How? Get a good beat going. Put in simple lyrics and a good catchy tune. Get nice looking everyday people to have fun with it. Most importantly, use television big time. You can't go without heavy TV weights using carefully laid out media buys that cover all cities and provinces. And, voila! you have the newest advertising campaign of Coca-Cola launched just when the faintest hint of summer begins to enter our minds. Coca-Cola marketing executive Sharon Garcia identified Coke's peak seasons as Christmas and summer. And this year, even as we're only beginning to thaw from the lingering cold of December, Coca-Cola and its advertising agency, McCann Erickson, seem bent on getting an early summer up and running. It's a good marketing strategy, wedding together Christmas and summer without scarcely missing a beat. While the biggest holiday of Christmas is fading out, Coca-Cola understandably wants to hasten the onset of summer. Why not merge two peaks of sales into one continuum, foregoing the slightest dip in sales as marketing and advertising men traditionally pause to reenergize during the lean months of January and February. Competition is decidedly getting more fierce even in the food and beverage industry. Market leaders have analyzed that category boundaries are now a thing of the past. Today, you do not only look at the products within the confines of your product category as competition. For example, soft drinks now compete with coffee and, believe it or not, coffee competes even with the now ubiquitous instant soup noodles. An advertising man explained coffee consumption specially in the CD socioeconomic classes as pang-init ng sikmura (to heat the stomach). That has been for the longest time the Filipino belly's traditional wake-upper. And all of a sudden, the coffee guys are witnessing, to their everlasting dismay, that the inexpensive instant soup noodles are doing the trick just as well. Even in their wildest dreams, sane marketing men couldn't have envisioned noodle soups as competing with coffee as a possible primary breakfast drink. Let's face it. Economic difficulties are indeed giving rise to nontraditional purchasing patterns. But in any consumer purchase, you stand a bigger chance of being bought by your targeted market if you remain top-of-mind. That's basic. And I think Coca-Cola has hit it on the head with its latest TV commercial. McCann Erickson's creative director Peter Acuña and his Coke team created a commercial that goads us to go back to the merriment of childhood games. "Patty cake, patty cake" went our nursery rhyme played out with next door neighbors Hedy Taylor and her brothers Pocholo and Charlie. We would knock each other's knuckles red when anyone flounders on word or syllable as we clapped each other's tiny hands in precise movements with rhyme and rhythm. It was an endless game that we never quite completely got tired of, returning to it innumerable times as we ourselves grew into adolescence. Sharon sent me by text the Coke parallel, calling it the "Coke Beat Game": "Eto ang beat! Sabay sabay. Eto ang beat! Bawal sablay. Pabilis ng pabilis. Wag magmi-miss. Gets mo na, gets mo na! Ang ahhh! Coca-Cola! Nalilito, nalilito. Nahihilo, nahihilo. Coke ko ito! Coke ko ito! Coke ko ito! Coke ko ito!" Peter explained that the commercial that I caught plainly took off from a regular school quadrangle during a break. The two schoolgirls playing the Coke beat game highlighted the core drinkers of Coca-Cola, teeners having the time of their life. And, you too, almost without thinking, find yourself challenging the very next friend you meet to play the game. With a bottle of Coke, of course. As Peter said, "The product is intrinsic to the game." Sharon called my attention to the appreciative Ahhhh lyrics in the commercial, of course directly attributing this to the bottle of Coke that the girl was holding. I find the game itself not overly easy, but not hard either. You don't have to raise a child prodigy to play the game, in other words. But all in all, it can be a raucous catchy fun game that will bring in lots of smiles and laughter. And Coke consumption. Director Sid Maderazo, five years ago a senior art director and part of McCann's Coke creative team, stressed the fun aspect that he "deliberately and consciously projected with every movement and every element in the commercial while retaining the simplicity that the board demanded." I go for Sid's brand of simplicity for this commercial. Nothing contrived. He chose to use simple camera shots and angles, avoiding what I call topsy turvy shots often identified with TV commercials for kids and teeners. You could tell that he's had an intimate knowledge of the product and was passionately involved with the brand. Peter was equally exuberant, which I partly credited to his having won a Nissan X-Trail at the recent Ad Congress. Every reason for exuberance, with a TV campaign launch that has excited televiewers way beyond traditional media. It's actually being discussed in the internet. Akin to a proud father, Coca-Cola media relations consultant for public affairs and communications Bobby Manzano sent me a ton of e-mails, all aglow with praise and teen talk. I'm all for diversity. I can only hold my breath and await what promise to be interestingly different and varied creative executions that should naturally take off from a good launching pad smoothly laid out by this 30-seconder. I will be a turncoat and say that this should beat last year's Hottah-Hottah if only for its easy relevance, impact, and campaignability. I must say, it's just too bad for our politicians that Mc Cann Erickson chooses not to do any political campaigns.

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Another related article: from the manila times

McCann reflects kids’ play for Coke’s new Beatgame ad

By Cai Ordinario, Reporter

IT starts with clearing things on a wooden table. Two girls eye each other and, after a smirk, battle for a full bottle of Coca-Cola through hand move­ments and limerick. And an infectious ad has sunk into the Filipino pop culture: “Pabilis ng pabi­lis, wag magmi-miss, wag magmi-miss. Gets mo na, gets mo na, ang Aaahhhh! Coca-Cola! Coke ko ‘to!” Those words are part of a rhyme in the newest Coca-Cola television commercial “Beatgame,” which was hatched by McCann Erick­son’s Coke Creative team and performed by two choreographer-wannabes from the De La Salle University. It was also based on a research that tapped into the young Filipino’s relationship with the soda pop drink. “Past research shows that consumers do play for a [bottle of] Coke in various, ingenious, sometimes “babaw” [shallow] reasons,” said Rizzo Regis-Tangan, McCann’s associate creative director. “It’s common practice in street basketball, for example, for the losing team to treat the winning team to a [liter-bottle of] Coca-Cola Litro.” Regis-Tangan, who is also McCann’s Coke Creative team copywriter, added that one teenager told the story of how the barkada [group] spontaneously came up with a game in their cafeteria. He told us they bet on who can eat the most Bicol Express [jala­peno dish] without taking a drink, Regis-Tangan said. He said the prize would be a bottle of Coke, according to Regis-Tangan. From street games, she said the team’s discussion covered rhyming games complete with hand movements typically done by cheerleaders. “Nauwi lang doon [Talk turned to this] when we started reminiscing about all the games we used to play as children,” Regis-Tangan said. “We were amazing ourselves at our retention of all these silly little rhymes. Actually, we were cracking ourselves up.” Some of the game rhymes they came up with would be very familiar to many of today’s young Filipino professionals like “Sharon, sharon, loves Gabby. Maricel, Maricel, Dina Bonnevie!” that is a twist of the children’s limerick “Monkey, monkey, Annabelle. How many monkeys did you see?” Regis-Tangan said these rhyming games, in turn, led the team to come up with their own rhyme, which they felt would be an instant hit. “At one point I remembered this tapping game my brother taught me,” she recalled. “My school mates caught on: It was very infectious. It was simply just fun to do.” She added that when her team came up with a version of that tapping game her brother invented, “we had no doubt [‘Beatgame’] would be a hit.” Teen hit True enough, their hunch was turned into rave reviews even as early as two days after the commercial was first aired. “Two days after the commercial first aired, may mga nag-po-post na ng raving comments sa mga [electronic] forum,” Regis-Tangan said citing www.pinoyexchange and www.candymag. “In a week’s time, somebody emailed me my own lyrics!” McCann’s Coke Creative team creative director, she said, was surprised to hear one the Beatgame chant as a mobile-phone tone. An MPEG version of the chant can now be downloaded in www.­kazaa.com. “What we never expected is this dizzying pace at which Beatgame is now catching on,” she added. Working on a “teen brand” like Coke, McCann’s Coca-Cola Creative Team made the commercial reflect a youthful and refreshing insight “into teen life” keeping with the brand’s equally youthful image. “Coke is essentially a teen brand and we just wanted to keep the brand youthful through the ad,” said Regis-Tangan. “Our challenge is always to look for new and exciting ways to portray Coca-cola’s unique kind of refreshment.” For Beatgame, specifically, this insight on teen life was, according to Regis-Tangan, illustrated with the concept of “playing for a Coke,” which only the youth would be energetic enough to take part in. In addition, a major factor that contributed to the success of the commercial is the young talents. “We find young endorsers effective,” Regis-Tangan said. “Majority of our consumers are part of the youth, and we have found that they relate and see themselves more easily in commercials featuring people their age.” Talents of young people One of the interesting stories to Beatgame commercial was how the team found their talents Cathy and Charlene. During the preparations, the team asked four teams to try out and do movements for the chants. In that process, they spotted the fourth team—the two girls now seen facing off each other in the ad. The moves they made were too complicated for other talents to pick-up easily so the creative team decided to make them talents instead, Refis-Tangan said. “They were so good!” Regis-Tangan exclaimed. “Sobra silang galing, complicated ang moves nila.” Regis-Tangan said it was expected from Danielle and Charlene who used to be members of Assumption’s Pep Squad when they were in high school. The duo also exuded good chemistry on and off camera. “Beatgame was their first commercial, but shooting went so smoothly,” she said. “They were both smart and personable, at mabilis ang pick up nila. And you can’t beat the instant on-cam rapport of two girls who have actually been friends for years.” Coke’s Beatgame ad comes from a very successful “Mismo” and “Hottah! Hottah!” commercial series that Regis-Tangan’s team also and in the hope of reaching the Coca-Cola’s youth market in terms of sales increase, the team was psyched up to do the new commercial. “It’s hard to quantify how much sales it will bring since there are so many other factors affecting sales,” she said. “We can only hope the impact of the ad brings us closer to the client’s business goals.”

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OKAY... Since the rape issue has become popular (but is not true, thank goodness), and ive heard a rumor about the rapist chanting the lyrics of the ad while raping the girl (which is really freaky if it were, again, true), i just figured out something. maybe the beat game chant has something hidden between the lines. probably it's just my crazy mind but hey, since the rape topic is out in the open, it makes me think more about it. let's deconstruct the lyrics:

"ito ang beat, sabay-sabay ito ang beat , bawal sablay..."

you know what? this reminds me of the movements during a sexual intercourse. and it makes me think of contraceptives. i mean, bawal sablay nga eh. or in the case of the rapist, bawal sablay so that he wont get caught.

"pabilis nang pabilis, pag mamimiss, wag mamimiss..."

see what i mean??

"gets mo na, gets ko na aaahhh... coca-cola!"

di ba there are two people involved in this game?? i just thought that in a sexual act, a man and woman should really talk about the limits and everything... just to set things straight. and the "aaahhh.." part sounds like a moan. or if you relate this with rape, this is like sarcasm coming from the rapist. i mean, the rapist becomes in control of everything. so he can do what he wants even if the one being raped strongly objects to it. jeez, this is really getting nuts.

"nalilito, nalilito, nahihilo, nahihilo..."

if im not mistaken, there was a time when coke actually stands for coccaine. i think this was during the seventies?? not really sure about that. anyway, so when pepsi released an ad that says "no to coke", which is really "no to coccaine", it caused some controversies and shit. so for now, let's say coke is really coccaine. i think these lines show the effects of coccaine. some people make themselves stoned before engaging in sexual activity.

"coke ko 'to! coke ko 'to! coke ko 'to! coke ko 'to!"

simply coccaine.

sorry if some of you are offended it's just that i cant help but relate this analogy to the rape issue. these are just my crazy thoughts. hope you dont take it seriously. OO, DI TOTOO YON! WHOEVER MADE THAT RUMOR IS JUST ENVIOUS OF THE ATTENTION THESE TWO GIRLS ARE GETTING. karma will get back to you, honey.

tags: coke  ko  to  coca  cola  chal  charlene  cathy  advertisement  advertising  tv  tvc  television  rumor  

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