DDB Philippines, the advertising agency responsible for the Department of Tourism’s (DOT) Love the Philippines campaign, issued an apology on Sunday for using non-original/stock footage of travel destinations from other countries in the campaign’s promotional video. The agency acknowledged that the use of foreign stock footage was inappropriate and contradictory to the DOT’s objectives.
The controversy arose when netizens claimed that the video included footage from Storyblocks, a rapid video creation platform, featuring travel destinations from various countries such as Indonesia, Thailand, Switzerland, and the United Arab Emirates. DDB Philippines admitted that screening and approval processes were not strictly followed, leading to the oversight of using foreign stock footage.
Although DDB Philippines stated that public funds were not used to produce the video, the DOT has not yet issued a statement regarding the agency’s apology. However, earlier meetings and consultations with the ad agency indicated that the originality and ownership of the materials in the video were in order.
The Love the Philippines campaign, which replaced the widely recognized slogan It’s more fun in the Philippines, was awarded to DDB Philippines after a public bidding. The DOT has also opened a P250-million contract for consulting services for the rebranding of the Philippine tourism brand.
The new campaign has faced mixed reactions, with some lawmakers expressing disappointment over the exclusion of their hometowns’ attractions. Albay Representative Joey Salceda criticized the campaign for not including Mayon Volcano, which would have benefited residents in terms of tourism revenue. Similarly, Senator Francis Tolentino expressed dismay that Tagaytay City and Taal Volcano were not featured in the video, despite hosting a significant number of domestic tourists.
However, Chief Presidential Legal Counsel Juan Ponce Enrile had a different viewpoint, suggesting that the campaign should focus on the enjoyment of the Philippines rather than the love for the country.
The controversy surrounding the use of foreign stock footage in the Love the Philippines campaign has raised concerns about the agency’s oversight and adherence to the DOT’s goals. It remains to be seen how the department will address the issue and ensure the promotion of genuinely Filipino travel destinations in future campaigns.
