POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

INTEGRATED MARKETING COMMUNICATION

FINAL WRITTEN REQUIREMENT

Presented to the Faculty of the Business Administration Management

Polytechnic University of the Philippines
Quezon City Branch

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Business Administration major in Marketing Management

by

Carillo, Gezel Grace M.

BSBA MM 3-2

Submitted to:
Professor Rommel Roxas

July 6, 2023

1
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

TABLE OF CONTENTS
I. Introduction …………………………………………………………………………….. 3
Background of the Mandaue Foam Company ……………………………... 4
Gigil Ad Company Background ……………………………………………... 5
II. Ang Dapat I-Flex, Masarap na Tulog! …………………………………………….… 5
Background ……………………………………………………………….……. 5
Story ……………………………………………………………….……………. 6
Content ……………………………………………………………….………….8
Script …………………………………………………………………………… 8
III. Analysis
Campaign Message …………………………………………………………..14
Confusion about the content ………………………………………………… 14
IV. Recommendation ……………………………………………………………………. 17
V. References ……………………………………………………………………………. 20

2
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

INTRODUCTION
As a result of intense market competition, our local advertising industry
is constantly expanding. We have seen various versions of the company that we didn't
expect to associate with their product or service. The majority of the time, they create
content that causes confusion or a desire to delve deeper before revealing the true
meaning of what the company wants us to imply. It is a “Filipino thing” to get easily
engaged and involved with commercials we are seeing differently every day. However,
after the pandemic, we are all shifted to the internet world, thus reaching a customer
from a marketing point of view on social media or primarily on YouTube is much more
practical and easier compared to aired commercials on television.
Based on my observations, advertising companies attempt to
manipulate the imaginations of Filipino viewers in order to change our perceptions of
the product or service they are promoting. I also noticed that, aside from being a family-
oriented theme with a dramatic undertone, they are incorporating some comedic
themes that everyone can relate to while making us wonder if we really understand
what it is all about. Therefore, I decided to choose a commercial that showcases these
observations I have.

This paper is intended to critically analyze the most recent video

advertisement by the MandaueFoam on YouTube that already garnered 7.2 million
views in just two (2) months after it was published dated April 19, 2023, by GIGIL
Philippines; one of the most controversial and fast-growing Ad agency in the
Philippines located in Taguig BGC.

3
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Background of the Mandaue Foam Company

Mandaue Foam, which was founded in 1971
by Mrs. Rosita T. Uy as a foam manufacturer in
Cebu, has experienced rapid growth over the
past 50 years as a result of its dedication to
offering its clients high-quality products at
competitive prices. With more than 30 factories
and showrooms spread across the nation,
Mandaue Foam is currently one of the top 1000
corporations in the nation. Its distinctive Flex
Foam and Hotel Quality Gala Bed Mattress are among its brand-name goods
(MandaueFoam Company).
Mandaue Foam quickly began to diversify and expand its product lines
to include pillows, sofas, dining tables, bed frames, and other small home items after
recognizing a market need for a more comprehensive home store. Currently, Mandaue
Foam offers customized furniture as one of the ways it innovates and expands its
product lines. A large selection of furniture styles and colors are available from this
furniture company. Their furniture is made from premium materials and is created with
both style and comfort in mind. Living room, bedroom, dining room, and office furniture
are just a few of the options available from Mandaue Foam for every room in your
house.
Mega Foam Mattress
We all know that
Uratex foam is the leading
affordable and durable foam sold in
the Philippines, therefore Mandaue
tries to compete with them through
the quality and durability of its
mattress plus a partnership for an
advertisement with Gigil Ad company.

4
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Background of the Gigil Ad Company

Bading Abesamis and Herbert Hernandez co-founded the business,
and managing partner Jake Yrastorza is in charge of its operations. For a creative
agency that was only founded in 2017, Gigil is undoubtedly accomplishing a lot. The
work that GIGIL does for its clients is deserving of praise. They approach every job
order that comes their way with the same level of passion. Since GIGIL always aims
to produce work that is both excellent and helps their clients' businesses, you won't
find mediocrity in any of their campaigns (Adobo Magazine). Media relations, crisis
management, digital PR, KOL/Influencer management, community relations, event
management, strategic communications, brand awareness, content management,
CSR, and activation are just a few of the PR services offered by GIGIL.

Ang Dapat I-Flex, Masarap na Tulog!

On April 19, 2023, netizens were shaken by MandaueFoam's new Ad-

campaign, which was published on YouTube. Since we all came from a home
quarantine as a result of the pandemic, staying awake has become a trend since then,
and if you lack sleep, you are in and part of society. This becomes the GIGIL
company's inspiration theme, romanticizing "staying awake" to the point where you will
force yourself to associate yourself with a specific emblem.

5
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

STORY

The commercial is all about a young teenage girl who is idolizing a

famous model artist Nadine Henner. The artist herself made “eye bags” as the new
style of beauty and fashion. Her eye bags were featured on television that was seen
by a young girl who is eating pancit canton with her mom. The young girl becomes
interested in copying the trend and starts to compromise her health to attain definite
eye bags. Nadine’s photo was framed in the young girl’s room featuring her eye bags.
The young girl discovers that coffee keeps her awake and consumes it irresponsibly
until it is dawn and she gets a pack of coffee and eats it. The young girl becomes
obsessed with Nadine to the point where she has pictures of her on her wall and
mirrors with the artist's determined eye bags. She also devised some methods for
staying awake, such as placing bottled water on her head, which will fall once she
unpools the tie that holds it in place.
One of the commercial's
highlights is the day she
achieved Nadine's eye bag.
While her mother was
preparing her breakfast, the
girl awoke. She screamed
loudly, and her mother ran

6
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

after her. She has seen herself in the mirror with the same size eye bags that Nadine
is promoting. They both screamed and danced in delight.
The commercial ended with a young girl confidently walking into a
hallway on their street wearing a white elegant shirt, jeans, wedge heels, and eye
bags, while others murmured that she had married a wealthy man. In fact, she will
just buy something in the Sari-Sari store. When she saw Nadine on television, she
noticed that she no longer has her eye bags and stated, "Of course, wala nang
designer eye bags." It's 2023 na. Laos na 'yun 2022 pa." The young girl is disappointed
and turns around to walk home.
At this point, the commercial finally ended with the quotation “Ang hindi
mawawala sa uso, masarap na tulog” and inserted the MandaueFoam price.

7
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

CONTENT AND SCRIPT

The video advertisement lasted for 1 minute and 50 seconds. There are
two main settings featured; one is in the showbiz world where Nadine Henner
(Maureen Wroblewitz) showcases her eye bag during the interview from a car and will
be followed by Paparazzi. The second setting is the house of a young teenager with
her mom. They lived in a small and simple house that features their economic income.
Lastly, they also featured a sari-sari store in the compound of the said girl. The mood
mainly focused on how the young girl was so obsessed with copying her idol even if it
compromises her health. It also features how supportive the young girl’s mom is even
though she can see that is not healthy for her child to continuously idolize Nadine.
Nonetheless, it manifested how supportive a mom she is. Here are the proper credits
for the advertisement:
Agency: GIGIL Philippines
Creative Partner: Badong Abesamis
Creative Partner: Herbert Hernandez
Managing Partner: Jake Yrastorza
Account Director: Beverly Lubid
Account Executive: Pata Delos Reyes
Creative Director: Dionie Tañada
Senior Art Director: Heninah Salud
Junior Art Director: Neil De Luna
Senior Copywriter: Greggy Gregorio
Junior Copywriter: Ash Vidal
Senior Strategic Planner: Nanais Hernandez
Junior Strategic Planner: Fritz Dalawampu
Media Head: Margie Husmalaga
PR Head: Grace Leyco
Production: Arcade Film Factory
Director: Marius Talampas
Producer: Sasa Pascual
Line Producer: Mara Bernaldo

8
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

The light and effects used in the advertisement were obviously a

classic-old which we can already imply a very typical Filipino household. The key light
used illuminates the subject of the video and the backlight used shines the subject that
creates separation between the subject and the background itself.

1ST Scene 00:00- 00:14

Nadine will get out of the car, surrounded by paparazzi. She will slowly
remove her sunglasses in order to flex her eye bag to them.
Line1 : Patingin naman po ng eye bag, wow, tingin dito, wow (coming from different
media people).

Line 2: Sa entertainment news naman, ibinida ni Nadine Henner ang kangyang

designer eye bags na uso na rin ngayon sa mga celebreties. Lhar Santos, nag-uulat
ng showbiz gabap!

9
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

The news chika was being aired on television and the young teenage girl seriously
watched it while being amazed at Nadine. She was eating pancit canton with her mom
in a simple sala room without chairs and was sitting on the floor.
Scene 2: 00:15- 00:19
The young girl faces the mirror and shows her desire to obtain the same
eye bags size as Nadine. Music will start to play an old Visayan song.
Scene 3: 00:20- 00: 22
The camera focuses on the clock showing 2:49 AM in the morning time
and will shift to the girl laying on the bed, fighting her sleepiness.

Following a montage focuses on the young girl’s thing that has the image of Nadine
with her definite eye bags.

Scene 4: 00:23- 00:31

10
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

The young girl’s mom will hand her a coffee which made the girl realize
it woke her awake. Another scene will be played for a clock showing 3:00 AM in the
morning pertaining to the effect of the coffee she drank.

Scene 5: 00:31- 00:35

The camera focuses on the old television while she is watching her idol
modeling and flexing her eye bag. The young girl shows full emotion of admiration to
the actress.

Scene 6: 00:36- 00:41

Due to being
awake for 24 hours, the scene
shows how sleepy she was while
doing their laundry.

Scene 7: 00:42 – 0:52

Another scene of the girl taking and eating powdered coffee with a
montage presenting that her things were filled with the model’s picture with definite
eye bags.

Scene 8: 00:53- 00:56

11
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

As she was too sleepy yet determined to achieve the eye bag trend of
her model idol, she went on their sala and improvised an object that would wake her
up. It was made with bottled water pooled with a rope that will bounce into her head
which would possibly bump her head.

Scene 9: 00:57 – 01:14

A montage of fried dried fish on a plate “Tuyo” was prepared by the young girl’s mom.
She slowly walks ahead into the bathroom while nodding her hair with a towel on her
shoulder showing she is about to take a bath. Slow music intensifies the mood of the
scene and is followed by a focus on the mirror while the girl shouts very loudly. She
finally got the eye bag she was aiming for too. Her mom runs to her, and they dance
together celebrating her achievement of a definite eye bag.

Scene 10: 0 1:14- 01:24

12
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

The scene focuses on the young teenage girl confidently walking in the
street which made her neighbors think she was married to an old rich man.
Lines: Wow! Siguro nakapangasawa ng mayaman ‘yan

Scene 11 : 01: 1:25 – 01:43

Even if she was too dressed, she will just buy something in the Sari-
Sari store ( Dulche. Gab At Annas Store). A chika news was aired, apparently, it was
Nadine’s interview.
Nadine: Of course, wala nang designer eye bags, It’s 2023! Laos na ‘yon- 2022pa.
As a result of her disappointment, the girl slowly turns her back and
walks slowly back to her house.

Scene 12: 01:44- 1:58

In the end, the commercial presented the MandaueFoam price and

tagline for the commercial “Ang hindi mawawala sa uso, masarap na tulog.”

13
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

III. Analysis
Campaign Message
You will not know the true meaning of the commercial if you will not
finish it until the end. It wants the viewer to realize that having a good sleep is timeless
regardless of the year we are in. To do so, we can buy foam with Mandaue to have a
good sleep at an affordable price. It also implies how dangerous it interests and
engages young ages to be influenced by the artists they are idolizing up to the point
their health could be compromised and even our parents may support us.

Target Campaign Message

The ad will demonstrate from the start that there are negative
consequences if we place too much admiration on someone else. A good night's sleep
is what makes us endlessly beautiful, and seasonal fashion should be just a memory
in which we can only laugh.

What made it confusing?

• It does not get to the point quickly
I already mentioned in the campaign message, you cannot tell what the
product is really connected with the commercial and if they are really selling it for
publicity until you watch it up to the end. The message was too confusing since the
subject or main character “the young girl” is sleeping with another foam. Which does
not give her any hesitation not to fall asleep. Is he really sleeping with X-brand foam?
There are elements that made it more confusing, why does the girl not change her
clothes? If she is really working to have that eye bag? You would also think she is
advertising a coffee that manifested its effect of staying awake up to how many days
which was not mentioned in the video.
• It does not use the Brand throughout the video
In advertising and all content, branding is essential. The last thing you
want is to invest the time and resources necessary to produce excellent content, only
for viewers to disregard the brand to which it belonged. It does not mention the brand
as soon as possible, even just a hint for the fonts, logo, and colors that signifies the

14
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

brand, it was really seen at all in 90% of the video. Thus, it was not visually
recognizable as MandaueFoam Brand.
• Unable to connect with their direct customers
I am also wondering why they have represented their main character at
that young age, per my observation the girl is in the age group 12-16 years old. Also,
the involvement of her mom in terms of sleeping together was not featured which may
add up something that moms can sleep together with their children enjoying the
comfort that the mattress would give them.
• Irrelevant Characters
Going deeper, Nadine’s character does not have anything to do with
the MandaueFoam. She was an artist that does not even show she is a user or does
have foam at all. The mother of the main character also does not have any association
with the product they are promoting, you might think they are promoting a canton brand
or instant noodles brand.

• Negative message
One of the main reasons I chose this commercial was that it conveys a
negative image of the brand. It was now associated with the risky admiration to
an artist who forced a teenage girl to jeopardize her health without reiterating what
could have been done better in the end, does she order the foam to get a good night's
sleep? It also fails to emphasize that ignoring our health in order to stay awake is not
a healthy habit. If a young audience watched it, it might teach them that it is okay to
be sleepless as long as you follow the trend, and they might not even realize it is for a
foam brand. It could lead to other people’s justification to compromise their health as
it is really happening, it becomes their validation that eye bags are beautiful and
aesthetically accepted.
Furthermore, it was emphasized how her mother was supportive of her
unhealthy admiration, how her mother handed her a cup of coffee and was with her
during the time they saw the artist's beautiful face with an eye bag, and how her mother
was the one she celebrated with after she had the eye bag.

15
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

• 95% story 5% brand presentation

Clearly, the video advertisement made by the GIGIL Ad company
focuses on the story of a young girl and an artist. The first time watched it, I did not
get the necessary information about the product, what makes it good? What are its
variety? And most importantly it does not highlight how affordable it is compared to its
leading competitor Uratex foam. Way too much focus on the story.
• Limited a call-to-action statement.
Your customer needs a call to action that directs them to the next step
regardless of what stage of the purchasing process they are in. Whether they are just
learning about your product or service or they are ready to make a purchase, not
having the right call to action at the right time may be the only thing stopping them
from taking the next steps. Mainly this is due to the overexposed story in the Ad
compared to what they can really provide to us.
• What happened next?
Finally, it only ended with the girl's disappointment. It does not indicate
that what she did was wrong; despite the fact that it is extremely hazardous to our
health, particularly for her at such a young age. It was not reiterated that probably she
will be sleeping from that moment.

16
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

IV. RECOMMENDATION

Expose the product

I also liked the advertisement, because most of us after the pandemic
are "late sleepers" and "Team Puyat." It would be better if, at first, the young girl wakes
up from her bed using the Mandaue foam, with an emphasis on the brand logo, rather
than eating a pancit canton with her mother, which can be associated with different
brands. As a result, viewers will be expecting something from the brand and will
develop trust in the company, which is one of the leading foam manufacturers in the
Philippines.
I also propose that if this is done at the beginning of the video, viewers
will have a baseline for what the main character's life was like before becoming
addicted to the artist. It has already given the company a positive image and is in line
with its goal of providing good and comfortable sleep. From the point of view of the
artist at the end, she may say “Of course, wala nang designer eye bags, It’s 2023
na for the baby face na!” See how it changes the message from “Of course, wala
nang designer eye bags, It’s 2023! Laos na ‘yon- 2022pa.” Product exposure can also
be placed in this part, wherein she can say, “Kaya mag MadaueFoam ka na rin!” They
should take a continuous theme that a young girl will follow whatever her idol will do.

Re-do the ending

Instead of leaving us, the audience
with an unknown of where the product can
be associated with, it can be ended as
running into her room and will lay down in
MandaueFoam while enjoying its comfort.
So, instead of just flashing the price and the
picture of the foam at the end of the video,
it will post other details of the product with a gloomy and relaxing transition of the
effects. I also noticed that the entire video uses dark warm themed filters, which
contradict what good sleep is, so it would be preferable if they replaced the dark warm
themed filters at the end with white and sunny day filters to represent a good day after
a good sleep with MandaueFoam. Finally, it would be preferable if the artist herself

17
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

appeared on chika news as the new endorser of Mandaue Foam as the reason for her
new look. It will make more sense and be more formal if the emphasis is on the product
rather than highlighting the video's comedy theme.

Highlight call-to-action
Together with the changes in the filters and end. The call to action can
be placed during the scene where the young teenage girl is about to rest. Such
phrases could be as below:
The actual ending of the Ad

The recommended ending of the Ad

By actually highlighting the price it will be the first thing that the customer will
remember. It will give them an idea “Is it cheaper compared to brand x?” and will
increase their curiosity about the product we are promoting. Also, it is not effective

18
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

now it only just states your official website at the end, it could be better if you will let
the audience know what they will be looking forward to once they visit your promotion.
link. In the above example, I re-do it by putting “Go to, to place your order” instead of
just the link itself. It also let them know that they can place an order online not just
virtually seeing their other products to offer. It directly calls an action to the customer,
and answers the question, “What do I do next?” I remember listening to a podcast
where most of the endings have a great call to action. Instead of leaving your audience
to guess and wonder how to proceed, you provide the answer in the form of an eye-
catching, brightly colored button that directs them to the next stage of the purchasing
process. You've provided your customers with the quickest path to the next step,
removing the need for them to solve a problem.
Matulog ka na! , this is one of the best examples of a call to action, it
does not mean the literal meaning you should sleep now. But since we have edited
the content we have associated the imagination of our audience with we need sleep
after what the young girl has experienced, which means buy now! It will give your
customers the impression that this is something they must do right away. If they wait,
they will either miss out or pay a price. As a result, the word now creates urgency and
provides a clear action to take.

Reiterate the negative habits of sleeping

Again, I really find the video as a new marketing, an advertisement that
is brave and free. However, it should be still in the line wherein we are not overstepping
something that our audience are valuing. Since we are all from a pandemic that
exhausted our minds, why we are adding toxicity to their minds? To make it better,
clear, and not confusing, below are my answers:
• Do not make the young girl’s mom a supportive one. By making her mom
unsupportive, we are now negating the thought that staying awake for more
than usual is not a healthy one, and it does have consequences one of which
is the eye bag itself.
• Post a quick clip that does not attempt to copy, and it is dangerous to health. I
also would want it to have a voice-over for those children who cannot read yet.

19
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

• After the girl ran after her disappointment, we could highlight her look become
pale and changed gradually once she got into a bed. Would it make confusion?
Not for me, we all know that advertisements are overhyped. The changes in
the filter can also be applied to this suggestion.
• Instead of her mom dancing with her after she has achieved her eye bags, what
can be replaced is a scene wherein her mom does not want to dance or
celebrate with her but instead leaves her and will enter the room. This is a scene
that will also highlight the emblem of the product, MandaueFoam to sleeping.
50 % product and 50% story
• I also mentioned earlier that making sure the proportion participation of the
characters in terms of the product will leave confusion. For example, removing
the pancit canton, and putting brand X in the sachet of the coffee if they want
really to highlight the trash bin with overflowing coffee sachets. Or otherwise, a
scene on the table where the young girl continuously drinks coffee from a
container.

References

• Lilyquist. Mindy. ( 2020, August). What Is a Call to Action? The Balance.

Retrieved from https://www.thebalancemoney.com/call-to-action-1794380
• MandaueFoam. Beginning and History. MandaueFoam Home Store. Retrieved
from https://mandauefoam.ph/pages/about
• Mandaue Foam Home TV. (2023, April, 19). Ang Dapat I-Flex, Masarap na
Tulog! [ Video] YouTube. Retrieved from
https://www.youtube.com/watch?v=JKJ9qU4qg9U
• Rodriguez, Mia. ( 2023, December). The Origin of the GIGIL, The Ad Agency
that’s Everyone Talking. The Spot. Retrieved from
https://www.spot.ph/entertainment/entertainment-peopleparties/84685/gigil-
ad-agency-profile-a4362-20201220-lfrm

20