"Whatever it is, we’re ready. We’re prepared to do something," said NBN-4 PBA task force head Bobby Arias yesterday amid reports that the toothpaste company had decided against pushing through with the P15-million ad campaign.
Arias said he received word from Nelson Macaraeg, reportedly the one who brokered the deal between Beam and the PBA venues, yesterday afternoon that the toothpaste company had called it off.
A check with the PBA, however, said the ads were to be pulled out only at the Philsports Arena in Pasig City and not the Araneta Coliseum in Quezon City where tomorrow’s opening is set.
Arias said it was difficult to check if the logos or decals have already been placed at the Araneta hardcourt since it was to be the venue of a two-night (Friday and Saturday) concert featuring Martin Nievera and Pops Fernandez.
"We’ll have to see. If by Sunday, the decals are there, we might use our digi-warp machine that could erase the ads on screen. Sa venue nandoon ang ads pero sa television hindi na kita. We can do that. We can even cover it with the NBN logo or that of other toothpaste companies like Colgate or Close-Up," said Arias.
The digi-warp is commonly used abroad in shooting films, in major concerts or sporting events like the Super Bowl, World Series or World Cup when placement ads are seen on the TV screens but not on the venue itself.
"We can do that, too. A venue with a small number of spectators can appear jampacked on TV by using the digi-warp. Or we can do other things like avoiding our cameras to hit the decals. In fact, the decals will be seen best only through the top view cameras. So we can avoid that. Puwede pa makita sa TV but no longer as prominent," he said.
Under the ad campaign, the toothpaste company will have the right to place or paint its colorful logo on strategic spots on the playing court and other areas at the venues.
The PBA raised a howl after being kept out of the deal but later on agreed to a P5-million settlement with Beam toothpaste. Then came NBN-4 saying it must get its share of any ad contract entered into by the PBA and any particular venue — especially if the ad is hit by any of its cameras during the game.
"We’re looking at a possible loss of P15 million. Of course no other toothpaste company would advertise with NBN-4 if and when during PBA games, the logo of Beam toothpaste is seen on screen," said NBN-4 chair Mia Concio.