POTATO ON THE GO BULLETIN (Broadcast Promotion):
After the run of its highly praised cinematic and star-studded version of the Philippine national anthem in 2010, broadcast media giant GMA Network is set to launch another theatrical rendition of “Lupang Hinirang,” and it is expected to capture the attention of TV audience and moviegoers alike as it hits TV screens and movie theaters soon.
The 2013 version pays tribute to the heroes of today by drawing inspiration from the heroes of yesteryears. It opens with an artist sketching a portrait of Lapu Lapu, which seamlessly transforms into a colorful animation of the events that shaped Philippine history from the Battle of Mactan, which saw the defeat of the Spanish conquistadors in the hands of the natives, to the Cry of Pugad Lawin and the martyrdom of our national hero, Jose Rizal.
The main music of the national anthem begins as the heroes of the past are juxtaposed with modern heroes like the one portrayed by a fire fighter who braves the raging flames of a burning building in order to save an infant, a teacher who walks several miles to school daily to educate her pupils, a farmer who dutifully toils the land under the scorching heat of the sun to fend for his family, a traffic enforcer who continues to do his job despite being soaked in heavy rains, a doctor who compassionately attends to the medical needs of those in the barrios, overseas workers who endure being away from their loved ones in the hope of giving them a better future, an athlete who brings pride to his country, and several others. These depictions paint a very striking picture before the audience: that we are modern heroes in our own right and that’s something we should all be proud of.
“Every person who embodies the virtues of honesty, hospitality, dedication, integrity, among others, rightly deserves to be called a modern hero. You don’t have to die to become a hero; you could be one by making a difference in the lives of your fellowmen,” said GMA Chairman & CEO Atty. Felipe L. Gozon.
“We are proud to present our latest version of ‘Lupang Hinirang’ to Filipinos here and around the globe. In this iteration, deliberate focus was given to our present day heroes and the many ways they contribute to nation-building, wherever they may be,” GMA President and COO Gilberto R. Duavit, Jr. said. “It is our hope that the featured vignettes serve to inspire us by recognizing and celebrating the efforts of our countrymen,” he added.
The 2013 ‘Lupang Hinirang’ project was made possible through a partnership between GMA Network and SM Cinemas. The theatrical version of the music video will be shown at the beginning of the first and last screenings in all SM Cinemas nationwide.
“SM Cinemas is proud to partner once again with GMA in this very noble project. This music video recognizes the ‘ordinary’ Filipinos performing daily heroic acts worthy of emulation by our younger generations. As we screen this in SM Cinemas nationwide, we hope to spread this message and help inspire the continuation of real life heroism among Filipinos,” said Mr. Edgar C. Tejerero, Senior Vice President of West Avenue Theaters Corp.
The team behind the project is composed of Edward Achacoso (Director of Photography), Paul Hendrick Ticzon (Director), Vince Gealogo (Co-Director), John Paul Arrojado (Assistant DOP), Allyn de Ocampo (Main Cam/Arri Operator) and Neil Nanquil (Assistant Director/Edit Supervisor); Program Managers Jann Nagasangan, Rowena de Jesus and Dianagell Flores; and Shoot Producers Ingrid Navarro and Hazel Joy Raymundo.
The campaign was spearheaded by GMA’s Program Support Department headed by Regie Bautista (VP) with Dong Tan (Associate Creative Director), Alex Almario (Junior Associate Creative Director), Dennis Tiu (Art Director), Hasmin Marable (Senior Project Manager), and Minette Lopez (Senior Project Manager).
“This is only a three-minute music video but we poured in so much resource, time and effort in this project not only because it is our national anthem but also because this is a special way for GMA to give due recognition to the unsung heroes of our time,” shared director Paul Ticzon.
“We used our latest high-definition equipment in order to create a music video that is not only awe-inspiring but also cinematically dramatic,” he added.
“In 2010, we released a music video that paid tribute to the heroes of Philippine history. This year, we are releasing one that pays tribute to the heroism of the modern Filipino, here and abroad – affirming those who respond to the needs of our time and live their lives in the service of others. We want them to know that we recognize and appreciate the difference they are making,” shared GMA VP for Program Support Regie Bautista.
The 2010 “Lupang Hinirang” music video won the Bronze World Medal at the 2011 New York Festivals World’s Best TV Programs and Film Awards in the Music Video category and the Bronze Anvil from the 2011 Anvil Awards by the Public Relations Society of the Philippines (PRSP) in the Public Relations Tool category.
Catch the launch of GMA Network’s latest cinematic version of the Philippine National Anthem on April 9 (Araw ng Kagitingan) on 24 Oras. The music video will become part of the network’s sign on and sign off messages, and will be shown in SM cinemas nationwide soon.