Ligo/a. Tungchinco Manufacturing Radio HOLLER by Campaigns & Grey


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Industry Business equipment & services, Corporate Image
Media Radio
Market Philippines
Agency Campaigns & Grey
Creative Director Ompong Remigio
Released August 2005

Credits & Description

Creative Director: Ompong Remigio
Scriptwriter: Ompong Remigio
Sound Engineer: Gerry Magnaye

Script in English

SFX: Music

ANN: After 50 years, we have simply forgotten to speak our own language. Before we completely
lose it, let's remember that... Boyfriend is a "male sweetheart". Boy toy is a "you young male cutie pie". And boy band is "you young male beautiful thingies". The formal hello is "a happy day to you". The informal hello is "hey you there". And the vivacious or slutty hello is "holler".* This is brought to you by Ligo Sardines and Corned Beef. A taste you've grown up with and will never forget the Filipino culture.

Script in Orginal Language

SFX: Music

ANN: Sa limampung taong nakalipas, nakalimutan na natinb ang sariling wika. Bago natin
tuluyang makalimutan, maaari nating isaisip na... Ang boyfriend ay kasintahang lalaki. Ang
boytoy ay batang lalaki. At and boyband ay magagandang lalaki. Ang formal na hello ay
"maligayang bati". Ang informal na hello ay "hoy ka diyan" At ang malanding hello "holler". Ito ay hatid sa inyo ng LIgo Sardines at (Corned Beef) Carne Norte. Ilang taon niyo nang kasalo at hindi makalilimot sa kulturang Pilipino.

Brief Explanation

Over the years, Tagalog, the national language has evolved into a mix of Tagalog and English
called Tag-lish. Often,this colourful tongue is infused with the local "Gay speak". This happens to
be a melange of words - the eymology of which can range from hilarious to bizarre.

As such, its quite challenging to translate these radio ads into English without losing the flavour
and the nuances.

This radio series (on Ligo's 50 years as a favorite brand of canned foods) parodies the evolution
of Tagalog and how Filipinos cope with modern phrases like "Boy band".
The idea is: Ligo has stayed true to local culture, since then and now.