Category: Viral Film
Advertiser: PLDT
Product/Service: MYDSL INTERNET
Agency: ACE SAATCHI & SAATCHI
Production Company: FILMEX, Makati City, THE PHILIPPINES
Executive Creative Director: Andrew Petch
Creative Director: Greg Martin And Trixie Diyco
Copywriter: Paw Berroya/Jordan Santos/PETRA MAGNO/PAOLO AGULTO
Art Director: Hans Malang/GLENN LALOGAN/WINDEL ABOY
Agency Producer: Ace Saatchi/Saatchi/Manila
Account Supervisor: Gigi Garcia
Producer: Jun Gara And Steve Vesagas And Lei Hosseinzadeh
Director: Henry Frejas
Editor: Wacky Tirona
Sound Design/Arrangement: Allan Feliciano And Lj Garcia
Post Production: Optima
Music: Julijo Pisk/Anna Banana
Account Manager: April Landicho And Claire Cruz
Planner: Carmen Antunez/Natalie Ang
Director Of Photography: Dindo Martinez
EditingCompany: Optima
Account Manager: April Landicho And Claire Cruz
Planner: Carmen Antunez/Natalie Ang
Director Of Photography: Dindo Martinez
Editing Company: Optima
English Description
PLDT myDSL, the country’s biggest wired internet connection provider, wanted to convey that the strongest connections are at home.
We brought this connection to life by creating a not-so-talented kid, who we named Derek S. Lorenzo and created his ultra-supportive mom, “Mama Berns”. Online, we uploaded a YouTube video of “Derek” singing an original song entitled Anna Banana for his crush. We also had “Mama Berns” drum up support for the video by blogging, tweeting, commenting on forums and calling radio stations asking DJ’s and listeners to check out her son’s video.
We then launched the TV spot showing “Mama Berns” watching the Anna Banana video over and over again in order to rack up the number of hits. The TVC ends with “Derek” celebrating his hundred hits and the mom feigning surprise.
The TVC sparked an online debate between people convinced that this was a real kid and mom versus those who believed that they were paid talents.
5 videos, 24 copycat videos and over 2 million combined views later, the debate continues. The public may not know for sure whether kid and mom are real. What they DO know is that the strongest connections are at home.