Ad agency admits making ‘mood video’ with clips of sites outside PH
The Department of Tourism (DOT) has ordered an “exhaustive investigation” of the recently released promotional video of the “Love the Philippines” campaign after social media users flagged it for using stock video footage shot overseas.
DDB Philippines later on Sunday released an apology to the DOT for using non-original, stock footage in the audio-visual presentation shown in the launch event of the Love The Philippines campaign.
“As DOT’s agency on record for the launch of this campaign, we take full responsibility over this matter,” the ad agency said in an apology letter to the DOT.
“As one of the many other forthcoming components of the launch of the enhanced tourism campaign, the DOT’s contracted agency, DDB Philippines, prepared and published an audio-visual presentation (AVP) which has recently been the subject of scrutiny on the alleged use of non-original shots in certain parts of the AVP,” a statement posted by DOT Secretary Christina Frasco said.
“The DOT is currently conducting an exhaustive investigation to determine the veracity of, and to gather the full faculty of facts on, these allegations.”
The DOT said it repeatedly sought confirmation from DDB on the originality and ownership of all materials contained in the video and key visuals it presented during previous consultations.
“In all these occasions, DDB repeatedly assured the DOT that the originality and ownership of all materials are in order,” it said.
DDB Philippines won the contract to develop the updated branding campaign that replaced the previous tourism slogan “It’s More Fun in the Philippines.”
Frasco earlier said the campaign, including the entire study, coming up with a logo, and other components, had cost P49 million.
The DOT, however, clarified that no public funds were spent in the production of the viral AVP “as this particular component of the launch was released on the account of DDB.”
Emphasizing its commitment to promoting Philippine tourism to the “highest standard,” the DOT said it “will not hesitate to exact accountability and take the necessary action to protect the interest of the country.”
Blogger Sass Sasot, in a Facebook post on Saturday, pointed out that at least six of the clips featured in the “Love the Philippines” promotional video are not located in the country and were sourced from the stock video footage site Storyblocks.
The video clip showing a fisherman throwing a net in the waters was captured in Thailand by the RedCupStudio-Thailand, the rice terraces image was captured in Bali, Indonesia, the aircraft landing was captured in Zurich, Switzerland and the sand dunes video was captured in Dubai, United Arab Emirates, which were all found in storyblocks.com.
DDB Philippines on Sunday released an apology to the DOT for using non-original, stock footage in the audio-visual presentation shown in the launch event of the Love The Philippines campaign.
“As DOT’s agency on record for the launch of this campaign, we take full responsibility over this matter,” the ad agency said in an apology letter to the DOT.
The agency said it uploaded the video on social media as a mood video to raise positivity among tourism internal stakeholders about the campaign.
DDB said the video was produced by the agency at its own expense, without spending a centavo from public funds as an initiative to help pitch the slogan.
“While the use of stock footage in mood videos is standard practice in the industry, the use of foreign stock footage was an unfortunate oversight on our agency’s part. Proper screening and approval processes should have been strictly followed. The use of foreign stock footage in a campaign promoting the Philippines is highly inappropriate, and contradictory to the DOT’s objectives,” the agency said.
DDB said the video fiasco was an isolated incident and the AVP has already been taken down as soon as disparaging comments about it flooded the internet.
There are remaining campaign collaterals that will be released soon that will rectify the blunder caused by the AVP, the company said.
The ad agency said it will cooperate with the DOT probe, hoping that the “gross oversight will not diminish the genuine love and appreciation the stakeholders and the public have been showing” for the campaign.