Camella, the property development brand with the widest geographic reach across the country, has been churning out one gripping advertisement after another. In time for Valentine’s Day, Camella highlights another fascinating TV ad – “Isang Sulyap” – an interesting love story that started in Camella’s masterplanned community.
The new ad is a shift from the past Camella ads where the story was about improving lives. Both “Sikip” and the last “Bunk Beds” – with the jingle that has wormed its way into many Filipinos’ hearts and has become a last-song-syndrome staple, “Daddy ko, dad-dikit. Dikit nang dikit… Sikip, masikip” – use humor to create compelling scenarios that tell the tales of families that have at last moved up in the world.
Interestingly, the latest ad introduces Camella masterplanned communities ¬– vast properties that offer facilities and amenities closer to a city than a mere residential village.
Isang Sulyap Story
The story starts with a wedding; a young, altar boy spots a little girl sitting in the pew. He smiles while looking at her, uttering the words “I do” beneath his breath while continuously gazing towards her direction.
The scene changes and this time, the boy leaves the church, his faithful dog, Max, running towards him to ‘pick him up’ from the church. Max barks and the little girl – the one he’s been staring at throughout the wedding – looks, smiles, and pets the little dog. He smiles, too, but the girl is called back and it ends there.
The TVC continues with the little boy constantly thinking about the girl, to the point where he starts drawing her on a piece of paper. The sweet ending here is that the two meets again – within the Camella community of course. With Max acting as Cupid, he directs his ward to the direction of the little girl who happens to be moving in to the community – and that’s when the camera pans out to a cute ending of two kids meeting – and possibly becoming very good friends for life.
Taking a completely different, and rather more heart-warming route, Camella and its advertising agency Leo Burnett, have opted to use a more human and quite touching approach. Instead of having an endorser or an off-camera voice list and show the many facilities available at Camella masterplanned communities, the ad instead shows the facilities quietly as the backdrops of the ad’s main character. All this, set to the moving lyrics and stirring melody of the song that threads the ad together… Isang sulyap lang, nang malaman ko na. Isang sulyap lang, ang lakas ng tama.
Uncannily, the lyrics could be referring to both the young boy’s love for his lady, or someone’s love for his Camella home and neighborhood. In the end, the more experiential and less direct approach seems to make the story more powerful and features the communities, and their many charms, more effectively.
Camella masterplanned communities are designed to be almost completely self-contained, offering everything from commercial centers, retail stores, restaurants, convenience stores, drugstores, and groceries or supermarkets; to educational establishments; to even churches and other centers for worship.
All these come with lifestyle facilities that amazingly deck all other Camella properties like clubhouses or function halls, swimming pools, play courts, playgrounds, parks, walkways, and jogging or biking paths.
Two of Camella’s communities – Savannah City in Iloilo and Gran Europa in Cagayan de Oro City – are fully and exquisitely masterplanned, and there are more in the pipeline. For more information about Camella’s master planned properties and its other developments across the country, call the Camella hotline at 02-Camella or 226-3552 and our mobile number 0917-857-6494. Check out the latest ad by going to YouTube and searching for “Camella Master-planned Communities - Isang Sulyap.”