Ligo/a. Tungchinco Manufacturing Radio CHUGS 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: Over the past 50 years, so many things slowly slipped away from us. Like our own
sayings and riddles. Even Tagalog has become Tag-lish. Before we forget everything Filipino, please remember that... Indigestion is "one who can't nuke it". Constipation is "one who can't subtract it". And immigration is "one who's like velcro." To kill is "Chukchak".* Dead is "Chugi"* And dead instantly is "Chugs".* This is brought to you by Ligo Sardines and Corned Beed. A taste you've grown up with and will never forget the Filipino culture.

Script in Orginal Language

SFX: Music

ANN: Sa ngadaaang limampung taon, maraming nawala sa atin. Tulad ng salawikain at
bugtong. Pati sariling wika ay naging Taglish. Bago natin tuluyang makalimutan, isang paalala na... Ang indigestion ay ang hindi natunawan. Ang constipation ay ang hindi mabawasan. At ang immigration ay ang hindi malusutan. Ang kill ay chukchak. Ang dead ay chugi. At and dead instantly ay chugs. Ito ay hatid sa inyo ng Ligo Sardines at Corned Beef. Ilang taon niyo nang kasalo at hindi maklilimot sa kulturang Pilipino.

Brief Explanation

Over the years, Tagalog, the national language has sadly evolved into a mix of Tagalos 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 etymology of which can range from hilarious to bizarre.
*chukchak, chugi and chugs are variations of kill or dead in the local "gay speak". They are also spoofs of "stabbing" sfx: and are used to describe anything that wasn't approved, eliminated or trashed. As such, its quite challenging to translate these radio ads into English without losing the flavour and the nuances.

The idea is: Ligo has stayed true to local culture, since then and now.