Work? Brand Republic defines that in a different way. Dahil when you work in BR, it’s more than just about client servicing and advertising; it’s also about having fun while learning about your field.
Kaya naman the management makes sure to keep the creativity flowing by letting the employees enjoy different activities. From fueling the body to energizing the mind, talagang BR keeps everyone in check.
So get ready dahil magbabagsakan dito because BR recently had their employees attend Buruguduystunstugudunstuy: Ang Parokya ni Edgar Musical.
Uso pa ba ang… musicals?
When it comes to original rock novelty songs, a lot of bands or artists may come to mind. At syempre, kasama na dyan ang Parokya ni Edgar (PnE). Maraming nabudol matutong mag-gitara dahil sa kanila. From 1993 to 2024, they hooked generations with their simple and relatable songs.
At dahil nga it’s finally the era of musical shows, here comes Buruguduystunstugudunstuy: Ang Parokya ni Edgar Musical.
Pero anong connect? Why is Brand Republic into this?
Watching musical shows give advertisers the opportunity to explore and be exposed to different creative things. We get the chance to understand how the different elements of a musical contributes in making ads appealing.
Sabi nga nila, “Where words fail, music speaks.” Sa musicals, advertisers get to know how different styles connect with the audience. And this helps in making us more creative when creating jingles for campaigns! At hindi lang ‘yun, it also helps in giving inspiration when it comes to compelling copies. Connecting with the audience means emotionally resonating with them. Kahit ilang flowery words pa ang ilagay mo diyan pero hindi ka naman naiintindihan ng audience mo, the whole point will be missed. Musical productions are good examples of how compelling narratives can punch the audience directly at the heart. ‘Di mo na pala namamalayan, umiiyak ka na naman. Advertisers can study different storytelling techniques and how it works in making impactful campaigns. And at the same time, set designs and costumes of musical shows also help in inspiring advertisers to create visually striking ads. Dahil it’s not just about the story, it must also come hand in hand with the perfect visuals to match the theme.
Buruguduystunstugudunstuy
Speaking of emotions.
For me, it took… one look… Chariz.
Buruguduystunstugudunstuy is a story of 4 women who have 2 things in common – they were all born on the same day and they experience different struggles in their lives. They then embark into a journey to the magical world of “parokya” to discover who they really are. There they meet the Bigotilyos who helped them transform into their true versions.
The whole show was a joy both to the eyes and the ears, as it was packed with colorful visuals and a great musical scoring. Talaga namang naibida ang mga nostalgic na kanta ng PnE, which were seamlessly incorporated in the play, making everyone in the audience sing along.
The play also tackled societal issues such as mental health, gender equality, and discrimination. But not in a trying-hard way. Hindi ipinilit because the topics melted away into the story ever so smoothly. But aside from that, the play could not have been that good kung walang mga bidang nagbigay buhay sa kanilang mga karakter… so kudos to the whole cast!
We also take inspiration on how the ads were subtly (and not so subtly) placed into the musical. There is a great difference between a material that’s screaming in your face about a product and a content that’s giving you an experience. Lalo na ngayon kung kailan ayaw na ng mga tao ng ads. It seems like everyone despises that 5-second ad on YouTube and it has become a challenge for marketers to solve. The consistent question of how do we let our audience feel and experience our products or services by not being hard-sell? Kasi sa totoo lang, ang hirap maging subtle. Pero as seen in Buruguduystunstugudunstuy, there’s always a right timing and a perfect moment kung saan pwedeng masinggit ang isang ad. And it differs in every situation. You just have to be strategic.
Inuman Sessions Vol. 2
Interviews with Brand Republic employees who attended the musical:
What’s your favorite part of the show?
“When all the characters realized that they need[ed] to face their reality with a different and newfound perspective.”
“One of my favorite part[s] of the show is the title (no joke) kasi very aliw. Second, of course, is how all the characters delivered their musical lines. They were all very good actors and singers.”
“[When] Aiza knew [that] she is more than what her physical capabilities are… this struck a chord. [Because] as a person with disability I personally experienced the internal struggle of not letting your disabilities define you. It was so empowering to see Aiza define herself as intelligent rather than a PWD.”
“Lights, costume, props, and stage design. For me, ito talaga yung nag-elevate ng overall experience ko.”
What did you learn from the show?
“Sometimes we undergo changes and transformations in life, and it’s up to us w[h]ether we use [those] in a positive or negative way.”
“My learning is that, when everything feels too much na, sometimes you just have to take a break and get a fresh perspective on everything para maharap mo lahat ng current challenges in life.”
“Just like the drum they kept on hearing throughout the show, you will always have that inner voice wanting you to recognize your worth. It’s just up to you to hear it out when it’s already screaming.”
“May mga event talaga sa buhay mo na mawawalan ka ng choice but to accept a new version of yourself or kaya, may madidiscover ka pa sa sarili mo. And normal lang na matakot sa changes na ‘to kasi hindi naman ‘yun ‘yung comfort zone mo.”
Do you think you’ll be using it on your advertising career?
“Yes, I think so. Most often when we face challenges [at] work, all we need is a change in perspective or outlook.”
“Nainspire ako sa title. ‘Yung akala ko super complicated and mema nung title pero hindi pala. I like the humor.”
“Effective advertising makes its audience feel – may it be a sense of urgency to purchase the product, laugh to puns, or cry because of a tearjerker testimonial. Buruguduystunstugudunstuy definitely has its truths and insights people in the advertising industry can use in order to humanize their ads and better communicate and empathize with its market, especially with women.”
“Yes. Lalo na’t baguhan lang ako sa field na ‘to at ito ‘yung first time kong magwork in an agency. Syempre, nangangapa, nag-aadjust pa kasi medyo malayo siya sa nakasanayan ko sa una kong work. Pero dama ko ‘yung support ng workmates ko, ng TL ko, my friends, and my family. Kaya kahit na-o-overwhelm ako minsan, alam kong may support system ako na tutulong sa’kin.”
The Yes Yes Show
The play surely brought out emotions from everyone who was present. But from an advertiser’s point of view, it’s also something more. Just like how the 4 women in Buruguduystunstugudunstuy left their lives to risk finding something even more, this play helped BR and its employees take with them something more valuable – understand the value of taking down the walls of normal advertising to craft unique and impactful campaigns. Simply put, what we got was a constant reminder to always think outside the box and be different.
Kaya kung kailangan sirain ang karton, sirain mo!
But if that doesn’t work…
Halina sa Parokya and who knows? Baka andoon ang sagot sa mga tanong mo.
Sirain ang karton!