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Dim Dads "Pedro"

basics
Industry: Food
Media:Radio
Market:Philippines
Style: Minimalism
credit
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Other credit:Entrant Company: McCANN WORLDGROUP PHILIPPINES, Taguig City, The Philippines
Media Agency: ZENITH PHILIPPINES, Makati City, THE PHILIPPINES
Additional Company: NESTLE PHILIPPINES, Makati, THE PHILIPPINES
Managing Director, Ramon Garcia, McCann Worldgroup Philippines
Business Director, Bambi Reyes, McCann Worldgroup Philippines
Production Group Director, Noemi Zamora, McCann Worldgroup Philippines
Sound Design Arrangement, IJ Garcia, Loudbox Studios, Inc.
Sound Design Arrangement, Allan Feliciano, Loudbox Studios, Inc.
Business Executive Manager, Geetha Balakrishna, Nestle Philippines
Consumer Marketing Manager - Team Leader, Christopher Nazareno, Nestle Philippines
Consumer Marketing Manager, Eduard Capacio, Nestle Philippines
Creative Services Head, Jayel Ladioray, Nestle Philippines
Group Media Director, Christine Borillo, Zenith Optimedia Philippines
Senior Integrated Planner, Melody Marigondon, Zenith Optimedia Philippines
descriptioncnen
ScriptInEnglish

(MUSIC all throughout)V/O:There are chefs who can turn anything into a culinary masterpiece.They are the Titans of Teppanyaki, the Big-Cheese of the Bento…the Highlanders of Hibachi.And then, there’s Pedro.Pedro practices the art of omakase. Where his guest doesn’t know what he’s making. And that makes two of them.When he folds ingredients into his tempura batter, one can liken it to origami. In that, it tastes like paper.Pedro likes mixing things up in the kitchen. His sukiyaki is actually teriyaki, and his teriyaki is actually, guacamole.Once, the recipe called for massaging the beef. He went with shiatsu.The sear on his salmon steak is so rare, that Pedro can only replicate it once, every 7 years.Truly it can be said that Pedro’s cooking is reminiscent of an Akira Kurosawa masterpiece without subtitles – no one gets it.We might not be able to save Pedro, but we can save his dinner guests with Maggi Magic Sarap all-in-one seasoning. Made with fresh onions, garlic, flavorful chicken and spices, turning almost any dish, well, Pedro-proof.
BriefExplanation

In the Philippines, cooking at home is still generally seen as a mother’s job and for good reason. Dads are often left by the wayside, leaving all of the culinary glory with mom, despite their best efforts.We wanted to assure hopeful dads that with Maggi Magic Sarap, All-in-One Seasoning, they too can’t go wrong. We created a humorous radio campaign that featured different dads getting into all sorts of trouble in the kitchen. And that despite their personal quirks and unusual flair, with a little help from Maggi, their dishes can triumph too.
awards
Cannes Lions International Festival of Creativity 2017
Silver Radio
Food
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