- On Monday, June 12, DOT launched its latest tourism ad “Experience Philippines” with the video “Sights”
- DOT draws flak for its latest tourism campaign ad after netizens found out it perfect similarity with another tourism campaign ad by South Africa.
- DOT and the ad agency responsible for the campaign McCann Worldgroup Philippines denied that is was a copy or rip-off of the South African tourism ad
- DOT cut ties with McCann afterward.
It could have been a wonderful follow up to the previous tourism campaign ads of the Department of Tourism (DOT) but unfortunately, it ended up as a heart breaker.
After the launch of the latest tourism campaign on Monday, June 12, 2017, many netizens were touched by DOT’s “Sights” video for their “Experience Philippines” campaign. But the drama didn’t last long after discovering that the Philippines’ latest tourism ad is a copycat or a rip-off of the 2014 tourism ad of South Africa.
Many netizens were outraged on how the DOT was not able to check the perfect similarity of the two. But while both DOT and the ad agency responsible have already denied copying from the South African ad, putting the two ads side by side clearly showed it is undeniably a copycat.
From the first frame showing the Philippines’ hundred islands versus a group of islands in South Africa.
To another scene showing the main characters on a beach with people roaming around.
While the first two samples can pass the coincidence theory, the next frames will definitely confirm what many netizens outrage.
Philippines’ ad focusing on the hand of the main character touching a fabric, while South Africa’s ad showing the main character caressing what seemed to be a window bar.
Philippines’ ad showing tribal dance same with South Africa’s.
Both main characters trying the tribal dance with the locals.
Philippines’ ad showing the main character holding sand from Ilocos Sand Dunes, while South Africa’s holding a sand on a beach.
The two main character drinking and having good times with local people.
And the last frame both focusing on the cane to reveal they are both blind men.
With those similarities, it will be very hard to deny that the “Sights” video is not a copycat of the South African ad.
Meanwhile, after drawing flak, DOT on Thursday, June 15, 2017, has decided to cancel its partnership with the ad agency McCann Worldgroup Philippines which they commissioned to do the campaign.
In their statement, DOT said after diligently reviewing the controversial ad, they have decided to discontinue its partnership with McCann Worldgroup Philippines. It also asked McCann to issue a public apology for the negative feedbacks they got from the public.
McCann Worldgroup, on the other hand, released an official statement regarding DOT decision.
In a statement released to the press Friday, June 16, McCann Worldgroup Philippines said it respects the decision of DOT to drop their partnership and thanked the department for the opportunity given to them.
Below is the official statement from McCann Worldgroup Philippines.
