Food is music to the body; music is food to the heart.†This quote by Australian author Gregory David Roberts came to mind as we witnessed the emotional response of members of the Magalona family to the music video Kaleidoscope World Forever More. While Kaleidoscope World was one of the more popular songs of Francis Magalona, who passed away in 2009, the latest version has been digitally augmented so that the late “master rapper†appears to be singing with son Elmo. Elmo is the sixth child in Francis and Pia Arroyo’s brood of eight, and is increasingly becoming acknowledged as his famous father’s musical heir apparent.
“Family is important to us,†said a tearful but happy Pia Arroyo Magalona at the launch of the music video. “Thanks to Oishi, which has always supported my son, Elmo.†The production of Kaleidoscope World Forever More is supported by Oishi Prawn Crackers because Elmo Magalona is its brand ambassador.
Why choose Elmo to represent the Oishi brand? Cherie Gaw, Oishi assistant marketing manager, explains, “He’s energetic and fun, he’s young and driven, he wants to learn and explore new things but he’s also humble. And just like us at Oishi, he loves his family.â€
As a well-known snack brand in the Philippines, Oishi continues to gain a loyal following. Oishi Prawn Crackers has been a market favorite since it was first introduced in 1974 and the company continues to distinguish itself by creating new and well-liked products that are priced to be affordable to a wider sector. Apart from sweet and savory snacks, Oishi is also fast becoming a preferred brand for beverages, cereals, cookies/biscuits and peanut butter spread.
What is noteworthy about Oishi’s latest campaign with Elmo, however, is that the reference to the brand has been decidedly low-key. Apart from a final scene where digital manipulation allows Francis Magalona to hand over a bag of Oishi Prawn Crackers to Elmo, neither images of the product, nor mention of the Oishi brand, will distract the viewer. The technical merit, too, is quite outstanding so that digital integration is almost seamless. Thus, one is able to fully appreciate the lyrics of the original song while marveling at the modern technology that allows father and son to sing together and interact on film. Certainly, this is a welcome change from the usual ads where the lyrics of much-loved songs are bastardized or changed entirely in a hard-sell campaign to promote a product. Thus, more than just a marketing campaign for Oishi, Kaleidoscope World Forever More can be construed as a genuine effort by the company to support the talent of its endorser and enrich the local music scene. It successfully creates hype without resorting to platitudes. It does not succumb to the temptation of crass commercialism, but instead is supportive of creativity, originality and the talent of the artist. It speaks of a real desire to support and further its endorser’s musical career.
But while it has chosen to take the proverbial back seat, Oishi’s good intentions seem to have reaped positive returns. Since it was launched about a week ago, Kaleidoscope World Forever More has been viewed close to 300,000 times on YouTube. It has also been viewed and shared in social networking sites countless times, and earned favorable reviews from both Francis and Elmo’s fans belonging to different generations.
More importantly, it is a refreshing campaign in a market where jaded consumers have become inured to the usual publicity gimmicks to promote certain products. Nowadays, you can’t deny that a sizable sector of the market has sufficiently educated itself to discern the true motivations behind publicity campaigns, to distinguish pretense from real encouragement of music and the arts. But with this campaign, even the cynics among us are able to appreciate the support that Oishi gives its young endorser so he can work at his oeuvre. And thus, companies that insult the intelligence of their markets should take heed. They need to remember to walk their talk because media hype doesn’t count for much if they can’t stay true to their claims. While advertising may, in a sense, be a “kaleidoscope world,†it is inevitable that a brand’s true colors will always be revealed. And with an enlightened public, sincerity is good publicity.
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View Kaleidoscope World Forever More at http://alturl.com/k77f9