Nope, not the one with the talking false teeth; the first one with the family of bottle-heads.
Admit it: the first time you saw that mind-bending minute-and-a-half ad by RC Cola, you were 100% weirded out — but now that there have been more, you’ve grown so numb that you even lean into the craziness now.
If this has been your experience with the array of ads made by the creative agency, GIGIL, you’re not the only one. In fact, the ad convinced so many people that it actually won an international award. On Friday, GIGIL announced that they bagged a bronze at the Cannes Lions Festival of Creativity, which is seen as the Academy Awards of the advertising industry, for their viral RC Cola “Family” ad.
“Big thanks to our RC Cola clients who believed in the idea,” the agency said in their congratulatory post, which also paid thanks to production partners Arcade Film Factory, Riot, Barebones, and Hit Productions.
Breaking into the scene with their “high-risk, high-reward” style of advertising, the independent Filipino agency has steered the creative direction of a diverse set of brands, including Orocan, Julie’s Bakeshop, Mega Tuna, Danes Cheese, and most recently, their startling and supernatural promotion for Netflix’s Trese.
For their attention-grabbing ads, GIGIL won five awards in Campaign’s Agency of the Year 2020, where it snatched both awards for Philippines Independent Agency of the Year and Philippines Creative Agency of the Year. Just this month, GIGIL founding partners Herbert Hernandez and Badong Abesamis also made it to the illustrious Creative 100 list by Adweek, the second-largest advertising-trade publication. The inclusion made the pair the first Filipino of any creative to achieve such a feat.
Congrats, GIGIL, and here’s hoping for more crazy ads to come!