ADS AND ENDS — Nanette Franco-Diyco
Ayala Land soft-sells Premier


PREMIER. The single word alone gives you visions of what you would consider as the best and truly high-end.

Eunice Alejo, Ayala Land Premier marketing head, likened their projects to “a precious gem — rare, being distinctive and found only in choice locations; clear, to represent quality; and brilliant, to represent aesthetic values.”

I caught this 60-second commercial on cable TV over the weekend, was thoroughly intrigued by it, and followed it on YouTube. The material is meant to attract the viewer, enticing him or her to further explore and get concrete details of the commercial’s promises.

The commercial is deliberately super-slow. The camera, you might say, “romances” each frame, heightened by the accompanying soft music in the background. You are delighted to concentrate on every frame.

Alejo explains the commercial’s gem symbol, “Our developments, like the precious gems, are those you keep and pass on because of their distinctiveness and value. Thus the line ‘For Keeps.’ We also aimed to address the blurry perception on luxury nowadays. We wanted to show our unpretentious way of owning the luxury segment, without saying that Ayala Land, through the Ayala Land Premier brand, owns this segment in the real estate category.”

The 60-seconder was shot in Anvaya Cove, Ayala Land Premier’s residential leisure development in Bataan, and in Serendra by director Mark Gary.

The commercial is a good teaser: “Today, the world promises you the rarity of the moment. Lingering, a realm all your own. Immutable nature… Wonder… Precise as a wish. Crafting living facets. The world promises you this, not just for today. A Universe of Distinction. For keeps…”

I particularly like this delectable frame showing a man and a woman holding on to a balcony railing, looking down at our very modern city of skyscrapers and beautiful architecture. Voice over: “A realm all your own.” (A visiting balikbayan commented that Makati has become so high-tech and beautiful, with everything working, so unlike other parts of the country. Makati’s residents have to be careful that they don’t get so jaded that they can no longer identify with the rest of their neighbors!).

Separately, in another medium, distinctive beautiful print ads zoom in on the symbolic gem, retaining the very soft-sell approach with excellent photography that features varied components of Ayala Land’s multiple offerings.

Martin Arranz of Ayala Land enumerated their recent launches per category: Land and houses: Riomonte, 85 hectare residential community composed of five pocket neighborhoods interconnected by lush parks and gardens in Nuvali. Residential buildings: West Gallery Place, a 49-storey residential tower which is Ayala Land Premier’s final addition to High Street South’s esteemed tower communities in Bonifacio Global City. Leisure: Anvaya Cove, a 470-hectare seaside leisure community in Morong, Bataan.

Great going, Ayala’s marketing team, and B&C!

Credits. Ayala Land Premier: Eunice Acejo, corporate marketing head; Martin Arranz, marketing officer. Creative agency, B&C Design, Inc.: Baby Imperial, managing director; Coco Anne, chief creative officer; Efren Prieto and Jessika Chan, art directors; Tessa Prieto, copywriter; Dawn de Guzman, design manager. Production house: Kahel House Video and Film Productions; Mark Gary, director.

Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, currently teaching communications at the Ateneo de Manila University.
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