I've never shied away from the title of the couch potato. In fact, sitting down and talking about my favorite programs, movies and anime is one of the most enjoyable things in the world for me.
About a few months ago, Marvin decided to add TLC to his cable subscription. One of Discovery Communications' cable channels offered in the Philippines, TLC features lifestyle programming that leans heavily towards the topic of travel and food, which Marvin and I like to watch. We spent a lot of our TV viewing time enjoying shows such as Anthony Bourdain: No Reservations, Bizarre Foods with Andrew Zimmern, Man vs. Food, Fun Asia, Globe Trekker, and Jamie Oliver's many programs. We probably watch TLC 90% of our TV viewing time.
Until the Malaysian Tourism ad appeared during a commercial break.
I can't even remember if Marvin and I saw it together for the first time, or what I was watching when I first saw it. All I know was that it brought out a reaction from me that no commercial advertisement had ever done before.
It wasn't my first time seeing a Malaysian tourism ad campaign. For years now, they had been using the slogan "Malaysia, Truly Asia", which was sung at the end of the ad. Back then, they used famous citizens to provide narratives as they show the offerings of their country.
But it was my first time to see that particular ad. Like its predecessors, it featured a video montage of Malaysia's natural beauty and its different sights, which in itself is not a unique concept, and one that has been used to promote many other Asian countries. Yet, at the same time, it gave a different vibe that set Malaysia different from the others.
Every element worked together, from the video, the words that came up on screen, and the song "An Ordinary Day" that played on the background.
And it was that song that was the game-changer for me.
Like I mentioned, any country could make a comparable video content. It was the song, written by Dato' Wah Idris and sung by his daughter, Natasha Ines Wah Idris, that gave it a different vibe altogether.
It was soft. It was intimate. It was romantic. It was filled with wonder. And it was magical.
That was what it felt like watching the ad and listening to Natasha's voice. The lyrics themselves could have described any other country, but by ending the song with the "Malaysia, Truly Asia" line, it seemed a promise that Malaysia offers you a spiritual experience the moment you watch that damn sunrise.
And I hated it.
Do not get me wrong. I do not hate Malaysia. And I do not hate the video. The ad is beautiful and effective. Period.
What I hate is that it brought out envy from me. I am envious that the Philippines cannot come up with something that comes to a tenth of what our neighbor country has produced in the field of promoting tourism. The Philippines is abundant in qualities that make up a great tourist destination, local or international. We are at par, if not better, than the natural wonders that Malaysia can offer. Our beaches are not only gorgeous, they are world-reknowned. Our people are warm and hospitable. And Malaysia cannot even come close to the diverse cultural representations of the thousands of islands that comprise the Philippines. Should you decide to visit different regions, you would find that your experiences will be as varied as the locations.
It makes you wonder... what would it take for our Department of Tourism to come up with a campaign that would be miles better than "Tara na, biyahe tayo" and "Wow! Philippines!"? While I commend the effort, previous campaigns have been outdated and slightly cheesy. We live in a country overflowing with creative minds... what's stopping us from using them to help come up with a tourism ad campaign that would be as effective, if not more?
Perhaps, when we do, I can finally watch TLC without cringing every time I see another Asian country with a great tourism ad.Labels: Musings