Yay day!

Our Century Tuna “Metamorphosis” TVC starring James Reid won a Kidlat Award for Best in Visual Effects and Digital Imaging!

Nope, that wasn’t paint. It was actually a starch mixture, a non-chemical, natural liquid. After all, we wouldn’t want to risk the health of our star endorser.

The magic was the reverse action that gave the illusion of the white surface “unwrapping” the real body underneath. And the trick lay in the way the liquid behaved. Needless to say, we had to do it over and over again till we got it perfect.

Thanks to Director Sid Maderazo of 88 Storey Films for making our creative vision come alive. And a special shout out to our Century Tuna clients for giving us the chance to do something as challenging as this.

Check out the TVC on YouTube. https://youtu.be/aWLnzjmjc-Q

Below are the Creative and Marketing teams behind this award-winning Century Tuna ad with endorser James Reid.


#advertisinglife #kidlatawards2017


Monster Bread!

Glen, our young Art Director, designed these spooky loaf belts for the Halloween edition of Goldilocks Healthtinapay (healthy bread). Don’t you just love the colors? This year, Goldilocks makes trick ‘n treating fun!


Down Time Fun at the Workspace

Some of the guys taking a music break.

rob ray dan

Robert, Ray and Dan -our very talented art directors


Ray Sunga – art director, children’s book illustrator, guitarista


Dan Tingcunco – art director, Mr. Photogenic, Owner of Cafe Dandy

rob ray dan ted

Robert (Art director, muscle man, idol), Ray, Dan and Ted (accounts executive, guy who never stops eating (but doesn’t get fat naman), guy who won’t stay still)

Coachella Day at PC&V

This post has been long overdue.  But here it is, Coachella Day at PC&V!

The wonderful thing about the day was how spontaneous it was.  We were talking about Coachella the day before and Anna suggested we all come dressed in hipster wear for work the next day.

It wasn’t supposed to be a big deal.  Just come to work in Coachella clothes and maybe take a few pictures.

But then company owner and President, Ariel Comia (the C in PC&V) offered to art direct us.  As a result, we came up with some pretty cool shots.  The peeps over at Coachella even liked our group photo on Instagram, which was really random.  We wonder if they knew we weren’t in the Coachella event itself, and were actually just phototripping on an office veranda thousands of miles away.

Art Direction from the Boss Dan and Soc Pilar Justine Anna Group Shot iPhone capture Coachella Day!

The Importance of Knowing Your Market

Companies (referred to as “clients”) hire advertising agencies to come up with marketing campaigns and strategies that are aimed at boosting sales.  An advertisement is therefore carefully crafted in order to help clients meet their sales projections.  With all the products out in the market, advertising is needed to show consumers what products are out there and what these products can do for the consuming public.

Some ads are larger than life.  They’re loud, in your face, and proud of it!

Other ads are more subtle.  They may not necessarily scream out at the audience, but that’s okay.  Because sometimes a whisper can be just as effective as a scream -perhaps even more so.

The important thing is knowing your audience (a.k.a. your target market).  You need that knowledge in order to take their money influence their spending habits.  More sales = happy clients.  Happy clients = more money for the agency.  More money for the agency = more libres from the boss!  Everybody wins!  Even the consumers -because, thanks to the guiding power of advertising, they become united with products they want and or need.

Rappler conducted an online survey that questioned 29,000 people from 58 different countries about their spending habits.  Here are some buy-triggers that Pinoys exhibit:
4 Factors That Influence Filipino Decision To Buy 

While these four aren’t the only factors that determine whether a product (and the marketing campaigns behind it) becomes successful or not, they still give insight on what the Philippine market is like.  Being able to properly utilize information like this is what separates effective advertisements from the ones that do not deliver.

Combating Workday Workout Excuses

It’s hard to stay in shape when you’ve got a 9-6 job, a comfy couch and a satchel bag full of excuses.

But the benefits of regular exercise outweigh whatever excuses you might have to couch potato it out after work.

Excuse #1: No energy after work

Many people complain that they have no energy to workout -not realizing that exercise is the cure to lethargy.

When you exercise, you experience improved circulation.  This means that your blood does a more efficient job at carrying oxygen throughout your body -which results in more energy being created.  That’s why active people usually feel more energetic than those who have sedentary lifestyles.

Still don’t feel up to it?  Well, suck it up!  Push yourself to do at least 10 minutes of aerobic (cardio) or even anaerobic (strength training) activity.  Even just 10 minutes of exercise a day can do amazing things for your body.



Excuse #2: I can’t afford a gym membership

You don’t need a gym membership to workout.  You don’t even need weights or workout equipment.  Sure, these things help.  But what’s more important is that you learn how to help yourself.  It’s not hard to look for workouts on Google or YouTube.


Excuse #3: It’s hopeless!  I’ll never get the body I want

First of all, feeling sorry for yourself isn’t going to help you become who you want to be. You have to work for what you want. So get to it!

suck it up

Excuse #4: I have no time

This is by far the weakest excuse.  You have time to laze in the couch, but you don’t have time to workout?  That’s ridiculous.  If you don’t have time, you make time.

As mentioned earlier, all you need to start off with is 10 minutes.  You can sneak a workout in when you get home or even at the office.  There are lots of ways to stay active.  Take the stairs instead of the elevator.  Walk rather than drive to a restaurant when you go out for lunch with your colleagues.  Do tricep dips at your cubicle or squats in the bathroom.  Do it today.  Do it right now.  You’ll be happy you did.


Excuse #5: I’ve got too much work to do

Your job is important, but so are you.  Practicing proper time management and discipline will allow you to stay on top of things at work, while staying in tip top shape at the same time.  Learn how to multitask.  Sometimes working out helps you find solutions for problems you have at work.  It’s the time your mind is clear, so use it to your advantage.


So what if you don’t have the energy?  So what if you don’t have the best running shoes in the market?  So what if you don’t have experience?  You have all you need: a pair of legs for running and a pair of arms for lifting.  Some people have less than that, but they make do.  So be grateful for the body you’ve got, and show your gratitude by taking care of it.


What are you waiting for?

don't wait

Behind the Scenes with PC&V







Making of the Future TVC

The Future TVC for C2 has been around for a while but the pictures taken that day by resident photo god, Robert Abueg, give a good idea of what it’s like to produce a TV commercial.  The process of making a commercial is one of the best parts about working in advertising.  Sometimes you have to stay on location really late and deal with difficult talents, but for the most part it’s a great experience.

It’s the time you get to meet models, celebrities, directors, producers, and other cool people from the industry.  You also learn to appreciate all the little details that make up an ad, because you helped make it happen.

Another great thing about shoots is the free time.  You’re on location to work, but for the most part you’re free to relax and just soak up what’s happening around you.  And, most importantly, there’s always so much free food!!  TVCs = awesome.

Setting up the equipment

The crew setting up

The director, stylist and producer

Director Sid, Jenny the makeup artist, and Steve the producer

The shoot

In the making

Robert, Anna, Kristel

Robert, Anna, Kristel




On location

On location

Down time

Down time

Heading home

Heading home



Some of the equipment

Some of the equipment

The director

The director

The Importance of Details In Advertising

By Jamila Lucas

Imagine this:

It’s 8:10 in the evening.  You’re having dinner while watching one of your favorite TV shows, The Voice.

The first contestant for the Blind Auditions sings an Alicia Keys’ song – Girl on Fire. 10 seconds into the song and all four coaches have turned their chairs towards the contestant.  The crowd is going crazy!  

After her performance, the contestant is flabbergasted to find all the coaches arguing about whose team she should be on.  Shakira uses flattery to convince the girl to join her team –saying that the girl’s voice was like a refreshing flavor of ice cream.  Usher relies on his swag to charm the contestant.  And the other two coaches?  They’re just arguing for the sake of it.  (But, you have to admit, it’s pretty funny watching Blake and Adam argue). 

Before she chooses her coach, the screen fades to black, The Voice logo shows up, and a series of commercials follow.

Most of the time we don’t pay attention to commercials, especially when watching our favorite shows.  The commercial break just becomes an excuse to go to the bathroom or to go on a snack break.

But what we don’t realize is that these commercials, when done right, convince us to buy products or try out new services. They could also make us laugh at taglines or sing to jingles that soon become part of everyday conversation. They may also inform us about the benefits of Omega 3 for our heart, or of a completely foreign chemical (that we don’t even encounter in Chemistry class) for our hair.

However, these are not possible if the details of advertisements are not carefully planned and executed. I guess this is the most important lesson I learned from my stay in PC&V – details always matter. Paying attention to the small things make the whole campaign work.  Details may be incredibly small, but their contribution to an advertisement, or to anything for that matter, creates a whole new meaning.

As a journalism student, my training was different. I was always taught to look at the bigger picture. In writing news articles, I always looked for parts that affect people the most and build a story from there. I was also taught that some details should be omitted  (such as the plate number of the car in an accident, or the color of the shirt of a certain speaker in an event).  But being a part of the creative department for the last month has made me realize the importance of details. Not everyone will notice every single component of an advertisement, but all the small details contribute to the feel of the ad. The words of the copy, the tone of the voice, the tempo of the music, the color of the visuals, the contrast of the lights…all of these add to the experience that a consumer gets upon seeing the final product. Details affect consumers, consciously or unconsciously.

I guess I’ll never look at ads the same way again. From now on I’ll be considering how much time was spent on choosing the best combination of colors for a certain poster or packaging. I’ll also listen carefully to jingles or the dialogues of TVCs and pay attention to the words and phrases that were coined. I’ll also be imagining how many times the shot is repeated just to show the perfect drop of a cherry on top of a cake (which probably won’t even take up 3 seconds of the commercial).

Now the commercials are over and you go back to watching the show. She decides to be part of Adam’s team – an obvious choice for soulful lady singers now that Christina’s gone. After the decision, you pick up the phone and dial the number of a fast food chain. You just had dinner but somehow you’re craving for something else. What you don’t know is that during the break, a certain commercial prompted that craving of yours.

Dealing With Job Orders

Job Orders (JOs) are awesome. Advertising agencies need them to survive -obviously. But that doesn’t mean JOs don’t drive us crazy! It’s nothing against the client. We love our clients! That’s why we want to come up with the best possible ads for them. Ads that sell product and generate brand awareness. It’s never really easy but we get it done. Some JOs, however, are pure evil.

Here’s how we deal:

Jodit Santander

This lovely comic post was illustrated by one of our interns, Jodit Santander. We’ll be introducing Jodit and other interns (Jessica and Jamilla) to you guys soon.


Unofficial PC&V

PC&V Communications is an advertising company based in Makati, Philippines.

This is our unofficial blog.

We also have an official blog: PC&V.
Check it out to see our list of clients and the advertisements we’ve done for them.

PC&V captures our professional side.  This blog captures the human experience of working in an ad agency.

Sounds cool?  Of course it is!
…or at least, we hope to make it that way by filling this space with all sorts of creative content and helpful information to help you get through your own creative process.