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ABS-CBN stars in full force at the 21st Advertising Congress

Friday, November 20, 2009 07:03 PM
Photography: Courtesy of ABS-CBN
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ABS-CBN stars in full force at the 21st Advertising Congress


The cast members of Rubi were introduced to advertising executives during the 21st Advertising Congress held in Subic. Rubi is one of the ABS-CBN programs that will be aired by 2010. It will be topbilled by Diether Ocampo, Angelica Panganiban, Cherie Gil, Shaina Magdayao, and Jake Cuenca.

Since it was launched on November 4, ABS-CBN's Christmas Station ID titled "Bro, Ikaw ang Star ng Pasko" has sparked a discussion among viewers and Internet denizens. In fact, PEP published its own review comparing the station ID of ABS-CBN and GMA-7. (CLICK HERE to read related article) Nevertheless, both versions intend to send a message of hope and unity among Filipinos, especially those severely affected by the typhoons that have plagued our country.

 

The SID has also boosted the sales of "Parol ni Bro," the large Christmas lanterns being sold by the network in selected SM malls to raise funds for Sagip Kapamilya. People can also purchase the star-shaped handheld miniature parols seen in the video at the ABS-CBN building.  

 

ABS-CBN vice president for creative communications Robert Labayen has worked on all the ABS-CBN SIDs since 2004. Labayen, who wrote the lyrics to the song, admitted that writing it was one of the hardest things that he had to do in his career, both as an advertising maven and now as a television executive. He said it took him two days to finish it.


"I wrote the song right after Typhoon Ondoy happened and the challenge was to weave in the spirit of Christmas in a message song," he narrated. "This is not the most poetic song I've written but it happens to come in the right time. People can easily relate to the song."

 

With lyrics like "Dumaan man sa malalakas na alon, lahat tayo ay makakaahon," the song easily invokes memories of the recent calamity, and inspires listeners to remain positive in spite of it. To date, the SID has gotten over 200,000 hits in ABS-CBN's official Youtube account.

 

Kapamilya stars, who also had their share of volunteer work, took time from their busy schedules again to appear in the SID. "After the shoot, they thanked us for making them a part of this. They hope that in their little way they can help uplift the feelings of people. They are real people too and I felt their sincerity," said Labayen.


He added: "Station IDs have always been a big thing for ABS-CBN and our viewers. It's like a tradition every Christmas and summer that people look forward to. It's not just a parade of stars, but a way for ABS-CBN to communicate values to the public, and for this year we want them to believe in the resilience of Filipinos and to keep the faith in Bro."

 

2010 SHOWS. Yesterday, November 19, the "Bro, Ikaw ang Star ng Pasko" craze was felt in Subic when the country's top advertisers and creative minds gathered for ABS-CBN: One Way Up! Kayang-Kaya Kapamilya, the ABS-CBN trade event during the 21st Philippine Advertising Congress.

 

The Kapamilya Network's top stars, led by Judy Ann Santos, Piolo Pascual, John Lloyd Cruz, Bea Alonzo, Anne Curtis, Jericho Rosales, Kristine Hermosa, Kim Chiu, Gerald Anderson, Jake Cuenca, Cristine Reyes, and Ms. Kris Aquino with her son Baby James, entertained a crowd of 3,000 delegates. Cast members of upcoming 2010 programs such as Habang May Buhay, Kokey@ako, Rubi, and Pilipinas, Got Talent were also intoduced that night.

 

Guests were pleasantly surprised by the dance number presented by the station's top management led by ABS-CBN chairman Eugenio Lopez III, ABS-CBN president Charo Santos-Concio, and Channel 2 head Cory Vidanes, who all gamely danced to the hit Korean song "Nobody" with ABS-CBN sales heads.

 

For the finale, Kapamilya stars and officials sang the ABS-CBN Station ID with all the guests. They were each given a miniature parol, which they waved in unison while singing the song.

 


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