🎥 Plagiarism or Adaptation? My Honest Reaction to the SIGHTS TVC 60s by the Department of Tourism Philippines

In today’s vlog, I took a deep dive into one of the most talked-about tourism campaigns in recent years — the SIGHTS TVC 60s, launched by the Department of Tourism (DOT) Philippines back in 2017. 🇵🇭✨ This video ad, which was meant to highlight the beauty and inclusivity of the Philippines, unfortunately sparked controversy almost immediately after its release on June 12, 2017. Many netizens pointed out its uncanny resemblance to a 2014 tourism ad from South Africa, raising an important question: Was this plagiarism or a creative adaptation? 

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My Personal Take 🎬

As a content creator and proud Filipino, I watched both ads side-by-side and carefully analyzed the visual elements, storyline, music, and overall concept. There were undeniably similar moments — especially in how the twist of the blind traveler was revealed. Both ads used the same narrative style and emotional hook.

Now, McCann Erickson, the advertising agency behind the DOT’s version, denied any form of copying. But watching the two ads closely, it’s hard not to question where the line is drawn between inspiration and imitation. 🤔

Why It Matters ✍️

In a world where digital content is shared globally in seconds, originality matters more than ever — especially for something as important as promoting the Philippines to the world. A tourism campaign is not just a commercial; it’s a reflection of national identity and creative pride. That's why it's crucial to uphold ethics in advertising and respect for creative ownership.

My Conclusion ✅

After reviewing the material, I believe there could have been more effort to develop a fresh, distinct take that truly captured our unique culture and destinations. Whether or not it was deliberate copying, the ad may have unintentionally overshadowed the genuine beauty it aimed to promote. It’s a reminder for us all — creatives, marketers, and officials — to aim for authenticity in everything we share with the world.

 What do you think? Plagiarism or adaptation?

Drop your thoughts in the comments and let’s talk about it respectfully and constructively.