Do The Math: BBDO-Guerrero’s Hubris

By N Mark Castro

Any similarity is coincidental – BBDO-Guerrero


Despite the growing concerns of netizens and senior ad agency people, BBDO-Guerrero continues to thump its chest for its vaunted success with its Pantene ad. In an interview given to ABS-CBN, BBDO-Guerrero maintained its innocence and originality, saying that any similarity with the Glee Project was coincidental.

For an agency that’s been hounded by consistent and coincidental similarities, it’s proof that lightning does strike twice.



No similarity whatsoever with BBDO-Guerrero’s tourism campaign.


If you will notice, they did add “the” in the copy, hence, different.

And to the uninitiated, everything would be excused with reasons to defend BBDO-Guerrero’s version of its Pantene ad will always be different, too, except for some basic advertising philosophy:

The two materials had unmistakably, near-identical executional properties:

1. A core visual idea of people “labeling” people

2. Identical music – arranged in almost exactly the same way

Had BBDO-Guerrero done a simple thing, it would’ve excused them from any doubt.


You are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material
  • for any purpose, even commercially.
  • The licensor cannot revoke these freedoms as long as you follow the license terms.

However, BBDO-Guerrero simply want to bask in the limelight of its press-release originality, which is why I cannot find the difference between BBDO-Guerrero‘s work and this either.



About Asmartrock

N. Mark Castro is the Southeast Asia Director of JUMP DIGITAL Asia, which is an internationally-awarded and fully integrated digital marketing agency with 5 out of 10 offices in the ASEAN region. He is also the Secretary General of the Philippine Business Club Indonesia, managing and assisting the traffic of investments between the Philippines and Indonesia. He shuttles between Indonesia, Philippines, Myanmar, Singapore, Cambodia, and Australia. The views posted here are his own and do not in any way reflect the views of the companies he represents.

Posted on December 27, 2013, in General, Politics and tagged , , , , , , . Bookmark the permalink. 2 Comments.

  1. Good call. And let’s not forget about the #Unselfie campaign that they launched after typhoon Yolanda hit Visayas in November 8, 2013.

    If you set Google’s time filter between October 1 and October 31, 2013, you will find that other sites have already referred to the term ‘Unselfie’ as a move against the act of taking selfies. That’s one month before BBDO supposedly came up with the concept.

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