The campaign, cooked up by DDB for the United Press Media Group (UPMG), a grouping of the country's top print media owners, including six of the largest circulating dailies, kicked off on October 27 with full page ads in all national broadsheets, tabloids and magazines. The ads will run on a daily basis from November 17 to November 22, coinciding with the Philippine Ad Congress.
Roger Pe, executive creative director of DDB Philippines, said the creative strategy was "to present why print advertising has more advantages than advertising on TV or radio".
The campaign also points out that aside from "giving your brands a longer-lasting imprint on consumer's minds," print advertising allows you to save on costs.