A Nation of Cheat: Pantene Controversy
By N Mark Castro
This is the Pantene ad that’s been highly popular yet equally controversial. Philippine advertising personalities have criticized it for its lack of depth in developing their own concept that’s been painfully derived from the Glee Project, yet with no acknowledgment whatsoever.
The Glee Project
But how can I comment on an issue that is merely symptomatic of a greater malaise of plagiarism redefined in better terms to make it legal and, hence, excusable?
It wasn’t too long ago when the righteous indignation of a nation were stifled by this:
Despite being caught, he uses his position to enact the anti-cybercrime law to stifle his critics.
Yet a few months ago, no less than Supreme Court Associate Justice Mariano del Castillo was caught plagiarizing the work of a foreign judge and misrepresenting its essence in rendering his decision against the 70 comfort women seeking apology and redress from the Japanese government for sexual abuses they suffered during World War II.
But they are amateurs compared to the plagiarism of Mark Joseph Solis who stole several photographs and passed it off as his own and was awarded for it.
Devoid of any real regret, it was later discovered that this was not the first time that Solis had done so.
And why should he, when the government itself copies the work of other countries with neither attribution nor acknowledgment. After all, it wasn’t so long ago when the Department of Tourism spent millions launching this —
So one cannot truly speak of the alleged plagiarism of BBDO-Guerrero’s execution (or lack thereof) of the Pantene ad. If any, it merely reflected the current state of the society in finding a quick buck to instantaneous fame, divorced from hard work, dedication, and sincerity.
We can debate on the integrity of BBDO-Guerrero’s work as either independent or copied, but a look at their website shows —
Ironic or Iconic?
Because looking at the similarities of Glee Project’s actual work and BBDO-Guerrero’s enhanced replica, all I can hear echoing in my mind are these words from a true Philippine icon —
If I were to admonish BBDO-Guerrero, however, I would like them to become familiar with a recent tragic story of Mita Diran, a young copywriter from Young & Rubicam Indonesia.
Remember her face, BBDO-Guerrero, because what she has done will outlive whatever you achieve …
Because in the field of copywriting, she died trying.