Arroyo arrest fails to steal thunder from 2011 AdCongress

NAGA CITY, Philippines—The turmoil roiling the nation’s capital on Friday over the political standoff between former president Gloria Macapagal Arroyo and the Aquino government seemed like a world away for the crowds gathered at the Camarines Sur Sports Complex for the 22nd Philippine Advertising Congress.

The  ad congress’ official page at the Twitter micro-blogging site buzzed with updates or “tweets” that were far from political, even as the debate seethed over whether the temporary restraining order issued by the Supreme Court  trumped the Department of Justice order stopping the former President from leaving the country.

“To those who were among the first 1,000 in the Convention Center, you may claim your Havaianas item until 8 p.m. at Cabin 94,” said a tweet by the Ad Congress 2011 posted before noon on Friday.

This was immediately followed by a tweet that said, “Men in swimwear draws cheers from the crowd.”

And just as the high court decision upholding the TRO and asking Justice Secretary Leila de Lima to explain why she should not be held in contempt was hitting the headlines, the ad congress’ Twitter account tweeted: “Feels like Asap at the #AdCon22 Meal Tent; KC (Concepcion), Sam (Milby), Toni (Gonzaga), and Piolo (Pascual) opens the show to cheering fans.”

The tweet was referring to a Sunday variety show aired by ABS-CBN featuring the station’s talents.

“Smart giving away 100 Smart Phones in 100 minutes at #AdCon22!,” went another tweet, at about the same time that all major television networks were airing live a press conference where De Lima announced the filing of electoral fraud charges against the former President.

When it was announced that an arrest warrant was being issued against Arroyo, the ad congress tweet went: “Thirsty? Go visit any coca-cola booth and get free drinks!”

But the tweets were not just about freebies and giveaways but also real-time updates on speeches, complete with interesting quotes, posted within seconds after they were delivered by the speakers—thus keeping everyone, including those who were not at the ad congress, in touch with what was happening at the main convention hall.

The delegates had reason to indulge themselves and momentarily forget about the momentous happenings in Manila on Friday.

The ad congress meetings were held at the air-conditioned Convention Center of the Camarines Sur provincial capitol, just a few meters way from Camarines Sur Sports Complex or CWC, where wakeboarding continued despite the big event, to the delight of some of the delegates who were visiting the province for the first time.

The CWC complex, aside from being a watersports haven, was turned into a virtual exposition area, where booths from various companies and businesses were set up for everyone to explore.

Among the companies that installed temporary buildings in the CWC complex were telecoms giant Smart, television newcomer TV5, and GMA Network’s new free TV channel, GMA News TV.

The capitol grounds were also filled with multi-colored inflatables set up by various participating companies.

But what really captured the crowds and delegates on Friday was the presence of the top executives of the three top TV networks—Eugenio Lopez III of ABS-CBN, Felipe L. Gozon of GMA7 and Manuel V. Pangilinan of TV5—who discussed a wide range of issues concerning television, communication and advertising.

The delegates roared and stood up in approval every time the speakers would deliver puns and jokes directed against each other.

The presence of the showbiz celebrities like superstar Nora Aunor and popular idols John Lloyd Cruz, Sam Milby and Piolo Pascual added vibrancy to the event, drawing star-struck delegates to wherever they went.

A lunch sponsored by one newspaper company even featured Brazilian models doing the samba.

Except for the failure of the air-conditioning system in the halls for meals and exhibits, the ad congress went on smoothly.

Parties and fireworks displays sponsored by participating companies also lit up the nights, as some delegates indulged themselves at the bars and restaurants on Magsaysay Avenue, Naga City’s entertainment and nightlife hub.