Philippine publisher Summit is trumpeting FHM 's lack of substance in ads by BBDO Guerrero Ortega with questions like "We're not sure why we bother with the words." Displaying meaningless text on the mock magazine covers is the idea, said David Guerrero, exec creative director, BBDO, Manila. "The stories, or lack of them, have little impact on the target audience," he said. Ads run in FHM, other Summit titles like Cosmopolitan, and outdoor media through year end. Art Director: Manny del Rosario. Copywriter: Tony Sarmiento.