A two-woman concept team from Ogilvy & Mather Philippines just unlocked another achievement, but unfortunately for the advertising agency, it has nothing to do with clients or winning awards.
Arri Veloso and Faus Ongteco aka ARRAUS (pronounced arouse) have been working together as a concept team in the advertising agency for two years; Arri is the copywriter and Faus is the art director.
On her personal Facebook account Monday, Arri released an MV of a song curiously named “SWLDNB.” That’s millennial speak for…sweldo na ba. The video is actually already the second installment of their, uh, efforts; a week ago, they dropped the song with only an album cover.
But surprise, surprise. The video is just as successful, if not more so. As of this writing, it’s been viewed over 19,000 times, has garnered 187 comments and 214 shares. We’re not even counting the likes.
Apparently, Arri started writing the song in January 2017, when her boyfriend, Vinne Pacleb, who dabbles in music production as a hobby, bought a midi keyboard and started making beats. “Hindi niya ko pinapansin, so sinabayan ko yung melody [niya].” Arri recalls that time to be the “petsa de peligro,” which is probably why she the words “sweldo na ba” rolled right out of her mouth ever so naturally.
It made them laugh so hard, the couple decided to record the chorus of the song on Logic. Arri then made Faus hear it, who thought it was absolutely hilarious. They pushed the idea some more. “Ginawan na namin ni Vinnie ng verse, nilagyan nang intro, in-arrange na yung song.”
But here’s a lesson on timing: They waited until the eve of payday before releasing the song on Arri’s personal Facebook account. “As in album art lang yun! Low res pa kasi Facebook compressed it.”
It achieved about 7,000 views and garnered requests for an MV; “mga lima, ganun,” Arri jokes. Of course, they complied.
On Monday, they released the much-awaited music video, made by their colleagues who happen to be vloggers, further kicking the joke in. “CookaiTV and Staff, Toto Chichioco directed the video na kinuwento ko lang yung vision ko,” Arri laughs, adding they actually have a production designer who provided props. “Hindi ito low budget,” Arri clarifies. “It’s no budget!”
Where does Faus figure in all this, you may ask? According to Arri, “Pinili ko talagang siya ang kasama sa music video to fulfill her modeling dreams. Peg niya kasi talaga si Gigi Hadid. So ganda lang ganon!”
ARRAUS is not a stranger to digital “paandar” as Arri likes to call them. She runs Pwitty Girls of MNL, while Faus runs HausofArraus, both on Instagram and both enjoying luke-warm success.
The viral status of “SWLDNB,” however, came as a total surprise. “Nagkataon siguro na ang daming nakarelate sa “SWLDNB” kasi bukod sa weekend, yun ang pinaka aabangan nating lahat.”
Arri does admit though, that while writing the song, she and her boyfriend made sure important keywords were present. They were “gapang,” “gutom,” and for more impact, “kahirapan.”
Arri adds: “Sa intro pa nga, may [line na] ‘shoutout to finance’ para makarating agad sa kinauukulan.”
Check out the lyrics to the song, and below, the famed music video.
Gapang na naman sa
Office ngayong umaga
Wallet walang laman at
Sawang-sawa na me sa
Gutom at kahirapan
Pero may bagong chika
At ang tanong ng bayan…
Sweldo na ba sweldo na ba-ah-ah 4x
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