Monday, December 11, 2006

Many faces on the highway

Since Milenyo, the billboards along EDSA have become the rallying cry of politics, urban developers and general noise makers. Take them down, keep them up, ugly warts of advertising, necessary marketing strategy, etc, etc. One billboard, near the Guadalupe intersection is remarkable for it's size and for some of the ads they've had up there.

The last three ads have definitely spiced up my morning ride. The first one that really made me wonder about the state of education in this country was the Myra E ad with Dawn Zulueta espousing some moisturizer. The logo was grammatically mangled and had a prepositional phrase that drove me insane each time I glanced upon it. Can't even remember what it was, must have repressed it from my memory.

The second was the Manny Pacquio ad, sponsored by Nike. Set up right before his third fight with Morales, it had Pacman in a victory pose (perhaps foreshadowing or hedging their bets); but what made it a bit questionable in taste was the distinct bloody look of the ad. Ok, so boxing is a blood sport, but it looked like he was awash with blood - his own or that of his opponent. My friend M said if they had used Morales it would have been cuter since he's got a nicer face. Er, I don't think the idea was to make it look cute anyway.

Now, the Belo ad. Several of her clients and the doctor herself stand in a photo spread taken from the Vanity Fair spreads. Dressed to the nines, espousing holiday cheer, their faces looking polished, primped, bodies tight. Yet, it's one of the saddest, glummest holiday ads I've ever seen. Not one of them looks particularly happy or in the holiday mood. They're all pouting. Ara Mina is dressed to look like she's going to her senior prom (another pink dress that doesn't cut it). Albert Martinez is sickly orange. But the topper for me is the strangely alien looking Pops Fernandez, reclining on the chaise. I didn't recognize her and it only dawned on me who she was this morning after seeing the ad several times. She's changed, not for the better. And she reminds me of the alien on the cartoon "American Dad". Her eyes have either become closer together or something about the angle of the photo seen from below that makes them look cross-eyed. One of her least attractive photos. And she, too, doesn't dare crack a smile. Oh, yes, I forgot, they all probably took their Botox shots the day of the shoot.

Hey, MMDA, when are the billboards coming down????

1 comment:

christine said...

Oh my gosh, do not get me started on those eyesores! That's all they are to me, eyesores. They definitely do not make me want to buy the product advertised, in fact it annoys me and has the opposite effect.

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