'Advertising' nation building: 'Lupang Hinirang' video director talks

By Marjorie Gorospe INQUIRER.net MAE Paner has been in advertising industry for 25 years. Her debut in directing commercials came in 1997 when she came out with “Black and White.” Since then, she has found herself drowned in a career of “selling” soap, political personalities and products appealing to a certain target market. Paner is a stage actor in the Philippine Educational Theater Association (PETA). Aside from directing, she has been a commercial talent, appearing in a funny Boysen paint commercial as the nagging mother-in-law to a man painting his home. In the commercial, the nonchalant son-in-law keeps painting the wall white until he decides to paint over Paner who continues nagging him. For years, Paner thought she was doing okay with her chosen career as an artist until she saw Rodolfo Noel Lozada, Jr.'s expose on the controversial National Broadband Network project during a Senate investigation. “I was crying as I watched him. I felt so sad knowing that this is how terrible corruption is in our country,” Paner said. She realized that as an artist, she must do something to promote love for country because the greed for power and money is rooted in the lack of love for country. Paner later invited her friends to join her in an advocacy but very few responded. This did not stop her. She and some friends eventually formed a group called “Convergence Team,” whose objective is to promote nation building through art. The group also hopes to encourage good governance. The group eventually came up with a modern and inspiring music video of the Philippine National Anthem, “Lupang Hinirang,” which practically slowed down the way the anthem was sang from its usual 4/4 cadence to a slower, heartfelt beat. Paner directed the video. She also got the Loboc children’s choir conducted by Alma Taldo to sing the national anthem. While it may sound cliché, Paner believes that the children are the country’s future. Not surprising, the music video of the Lupang Hinirang features a child. The music video is simple: it shows a child walking and eventually finding a little Philippine flag on the ground. Next, the kid starts climbing a flag pole, and towards the end of the anthem, plants the little flag on top of the flag pole. “What will a kid do when he sees a flag on the ground?” asked Paner. In the music video, Paner shows that children who symbolize innocence will take and clean the flag. But it goes beyond that, as the child makes an effort to put the flag where it belongs. The kid’s presence in the music conveys innocence and pure intention. If only Filipinos would also show such love for the country, then we can all move forward as a nation, Paner said. “I am done with selling political ads and products, now I want to sell our nation,” she added. Indeed, incorporating social values is a rare practice in profit-oriented businesses. Paner suggests companies should also help in nation building. The Lupang Hinirang music video has so far been getting positive responses from people. Paner said her group is thinking of more and similar projects in the future. One problem they have encountered is delay in production due to tight budgets. For now, the group is using the Internet to spread the music video. People has already found their music video on YouTube.