Philippine fashion retailer airs ads with sociopolitical theme

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MANILA--Cinderella Marketing Corp., one of the country's top fashion retailers, and also one of the major marketers of leading imported brands, has launched a campaign called "c your new world" that has a sociopolitical theme. It is the marketer's first such campaign, a top Cinderella official says.

Conceptualized by Image Dimensions, an affiliate of Dentsu, three 15-second ads were created to convey positive outlooks out of negative scenarios.

The "Feed" ad focuses on the problem of greed transformed to feeding the hungry. The "Boom" ad features war and explosions turning into blooms of young individuals portrayed by Cinderella's fashion models. The "Ban" ad highlights saving forests.

Image Dimensions Chairman Luis Morales says it represents Cinderella's commitment to stand against nuclear warfare, environmental pollution and physical and emotional violence.

Together with the ad, Cinderella also launched its latest jingle, with words like love, laugh and live suggesting it's time to smell the flowers and live life to the fullest.

Copyright November 1999, Crain Communications Inc.

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