Philippine Daily Inquirer Newspaper: Volcanic ash

The Philippines' most committed newspaper.

Many ads use unrealistic visual exaggeration to dramatize the message. In this case reality was dramatic enough.
Agency: Ogilvy & Mather, Makati City, Philippines
Creative Director: Gavin Simpson
Copywriter: Manny Del Rosario, Sarah Ko
Art Director: Alnair Langkay, Gavin Simpson
Photographer: Alberto Garcia @ Corbis Images, Ruben Dela Cruz @ Visual Camp

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12 comments

pindaro's picture
pindaro
526 pencils

nniiicie

MADE in the USA's picture
MADE in the USA
434 pencils

WoW

Mabakima's picture
Mabakima
84 pencils

The visual has been used before by Time Magazine. Headline went something like: "If you think watching a volcano in a movie is frightening, imagine watching one from a rear view mirror."

But that aside, this photo is regarded as one of Time Magazine's 100 best photographs of the 20th century. So it's intrinsically attention-grabbing. The Time Magazine ad actually won a One Show gold pencil. This one won a Cannes bronze. I think the photographer should have a share of the metals too.

tsutomukun's picture
tsutomukun
42 pencils

if i remember, its not the philippine daily inquirer vehicle in this picture but a jeepney? i dunno, couldve been another photo. but this looks nice.

Mabakima's picture
Mabakima
84 pencils

Yeah, it was a blue utility vehicle that's actually being chased by the pyroclastic cloud.

tsutomukun's picture
tsutomukun
42 pencils

i wonder when this was in, i don't seem to recognise the names of the creatives. except for alnair.

Mabakima's picture
Mabakima
84 pencils

Good you recognise Alnair. He's really the one who originally thought of this ad.

ramsri's picture
ramsri
30 pencils

Nature’s unsettling way of saying i rock!

MADE in the USA's picture
MADE in the USA
434 pencils

I think it’s an incredible photo!! I would give you money right now to have had the experience of the photographer.
Seeing the dust rise from the rear tires of the “Range Rover” because of slamming the brakes... no doubt after experiencing ground shaking the loud rumble and the massive explosion that caused that huge plume of smoke and debris to fill the air.... “Take a deep breath and go the other fuckin’ way“!! ( waxing poetic )
As everyone else is turning away...The photographer is standing tall, so that we all might see the beginning of ill fated happening.

Beautiful photo.

Nautiliux's picture
Nautiliux
2 pencils

Powerful graphic!

GrandChamp's picture
GrandChamp
97 pencils

nice

SirFar's picture
SirFar
141 pencils

Got to love the photo. On the other hand the strategy is a bit seen before. "We go further to bring you closer" Ring any bells?

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