McCann Worldgroup Philippines gets fired over ‘Sights’ ad

Published on : Friday, June 16, 2017

McCann WorldgroupRecently in a statement issued by McCann Worldgroup Philippines has rejected allegations in terms of plagiarism regarding a new advertisement campaign for the tourism board of the country. ‘Sights’, the first work of the new campaign named “Experience the Philippines”, has substituted the enormously successful “It’s more fun in the Philippines”, a cheering story that talks about a blind traveler visiting Philippines who eventually regains his other senses all the way through his trip.

With it however, the netizens had quickly brought comparisons to an advertisement of 2014 which was made by Ireland/Davenport in Johannesburg for South Africa’s tourism department with the title ‘Rediscover South Africa’. There also one can see a blind man whose imparity is used to endorse his trip, by portraying the heightening of his other senses in a reaction of being on holiday in South Africa. Accusation in terms of plagiarism have been cast across the web, prompting McCann to issue a thorough statement describing that the ‘Sights’ concept was a depiction of a true story.


To quote the statement, ‘our research has also shown that, of the millions of visitors who visit the Philippines, thousands of foreigners from over 100 countries have chosen to live and retire here. Our latest film, ‘Sights,’ was particularly inspired by the story of a visually impaired foreigner who has made the Philippines his home and who has come to experience the Philippines in different ways.


It is unfortunate that the DOT has been called out and accused of plagiarism, for work we have done to highlight the testimonial of a real retiree. We take full responsibility, as all ideas and storyboards presented were conceptualized by McCann Worldgroup Philippines.’ The agency further concluded by explaining that there “has never been any intention to copy others’ creative work”, and that McCann “stand[s] by the integrity with which this campaign was developed”.

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