Some people just don’t seem to learn.

Tourism Secretary Ramon Jimenez committed the same blunder that his predecessor, Alberto Lim, did by coming out with yet another tourism campaign slogan that turned out to be a copycat.

The “It’s more Fun in the Philippines” ad slogan had been barely released when already, news broke out that the supposedly new concept was actually copied from a 1951 Swiss ad, “It’s more fun in Switzerland!”

What’s even funny -- or should I say, lamentable -- was when another government official came to the defense of the said copycat ad, saying the Swiss one was used 61 years ago, further justifying it by pointing out that “even intellectual property rights expire after 50 yrs.”  What the @%!

A copycat is a copycat is a copycat, kahit sabihin pang centuries ago ’yan ginamit ng ibang bansa, noh? 

During Senator Richard Gordon’s tenure as tourism chief, he came up with the slogan ‘Wow Philippines’ without having to spend that much money.

When I first saw that ad in an international news network, napa-Wow din ako because not only was the slogan catchy and witty, the accompanying jingle was also classy.  The ad ran for a mere few seconds but managed to provide visuals featuring our country’s famous tourist attractions and hold one’s attention all throughout. 

Just last year, Lim got the heat when he introduced the ‘Pilipinas Kay Ganda’ brand campaign which highly resembled that of Poland’s and bordered on plagiarism.

Before the new brouhaha, I read somewhere that eight advertising companies competed in the campaign for the new branding of the Philippines under the term of Jimenez. I also read that the budget for this was something like P13 million. If the said allocation pushed through, it sure was not worth it.

It would have been cheaper and better kung nagpa-contest na lang siguro si Jimenez para sa bagong ad campaign na ’yan. We have so many untapped bright minds, even among students.

In the first place, I don’t understand why those at the helm of the tourism department insist on ditching the ‘Wow Philippines’ slogan which made the country better known abroad. ‘Wow’ is a universal expression of amazement and people from all walks of life, even kids, worldwide know what that means.

’Yan ang mahirap sa ating bansa eh.  May mga kababayan tayo na ’di marunong tumanggap ng magandang ideya pag ’di sa kanila nanggaling. Kumbaga, kahit anong ganda ng naging proyekto ng isang predecessor, pilit na buburahin ng successor para siya ang bida.

The rehashed slogan of Jimenez is also a bit too long compared to “Amazing Thailand,”  “Malaysia, Truly Asia” and “Wow Philippines.” 

Wouldn’t it be better if a successor would continue whatever good was started by his predecessor, improve on it and then come up with something at par or greater than that achievement? 

Sabi nga ’di ba, “if it ain’t broke, why fix it?”  

***

ON SM-MOA NOKIA OUTLET -- A highly-satisfied customer who went to the Nokia shop in Mall of Asia recently to exchange a newly-purchased cellphone to a higher-priced one wishes to thank its branch manager, Babeth Regidor, for being accommodating and fully respecting the rights of consumers. Sadly, the other personnel there are not as well-trained and courteous. The guy who first approached the customer flatly rejected the request and only referred the matter to another personnel, this time a woman, when the customer became insistent, since he will upgrade anyway.    

The lady personnel also declined, saying the decision was not hers and then pointed to a lady named Ethel who was an arm’s length away. This Ethel did not bother to talk or even throw a look at the complaining customer, despite the fact that the store did not have other customers at that time. Parang tamad na tamad at walang pakialam. 
`
Mabuti na lang at dumating ’yung Babeth who made the right decision. Alam kaya ng may-ari o ni Ms. Babeth na ganu’n ’yung  ibang tao nila du’n?

***  

Beauty tip: Massage scalp often to stimulate blood flow and stimulate hair growth. Take oral supplements of biotin, pantothenic acid and zinc. (Source: Dr. RosaryMay Canay-Diaz of the Le Californian Beau Medical Spa/410-8424/450-1388)

*** 

Jokjok (from Julius de Mesa of Bacolod City) WIFE (in confession): Father, I think I killed my husband./Priest: Why, what happened?/Wife: Before he died, I secretly spread powdered VIAGRA on my husband’s favorite pancit because we were planning to make love after dinner. After a week, he died./Priest: Ano ba ikinamatay niya?/Wife: Internal bleeding daw sabi ng doctor. Tumigas kasi ’yung pancit sa loob ng tiyan nya!

***

Direct Hit entertains comments, suggestions or complaints. Please have them emailed to This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or please text 0929-5953737.