‘Walang hagip Kapamilya’: Why ABS-CBN’s 2024 Christmas ID is its longest yet | ABS-CBN
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‘Walang hagip Kapamilya’: Why ABS-CBN’s 2024 Christmas ID is its longest yet
‘Walang hagip Kapamilya’: Why ABS-CBN’s 2024 Christmas ID is its longest yet
Published Dec 31, 2024 01:44 PM PHT
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Updated Dec 31, 2024 07:21 PM PHT
ABS-CBN artists, personalities, and employees sing together at the convergence shoot of the 2024 Christmas ID “Our Stories Shine This Christmas” on November 23, 2024. Photo courtesy of TV Patrol Digital
ABS-CBN artists, personalities, and employees sing together at the convergence shoot of the 2024 Christmas ID “Our Stories Shine This Christmas” on November 23, 2024. Photo courtesy of TV Patrol DigitalMANILA – In over two decades of making groundbreaking and riveting Christmas (station) IDs, what else can ABS-CBN try next?
MANILA – In over two decades of making groundbreaking and riveting Christmas (station) IDs, what else can ABS-CBN try next?
How about going above and beyond the expected length?
How about going above and beyond the expected length?
At 25 minutes and 23 seconds, the Kapamilya 2024 Christmas ID “Our Stories Shine This Christmas” is the media company’s longest yet -- practically that of a TV series episode sans commercials.
At 25 minutes and 23 seconds, the Kapamilya 2024 Christmas ID “Our Stories Shine This Christmas” is the media company’s longest yet -- practically that of a TV series episode sans commercials.
The video has elements already familiar to audiences: the stories of ordinary Filipinos who embodied “love, joy, and hope” despite challenges, as well as the appearance of ABS-CBN artists, personalities plus its top execs and employees.
The video has elements already familiar to audiences: the stories of ordinary Filipinos who embodied “love, joy, and hope” despite challenges, as well as the appearance of ABS-CBN artists, personalities plus its top execs and employees.
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But this year, the runtime was an unintended result of an effort to equally do justice to both elements and others, said the Christmas ID’s producers from the ABS-CBN Creative Communications Management (CCM) team.
But this year, the runtime was an unintended result of an effort to equally do justice to both elements and others, said the Christmas ID’s producers from the ABS-CBN Creative Communications Management (CCM) team.
Sheryl Ramos, who heads Creative Accounts for CCM TV Entertainment Promo, admitted that they did not plan to reach the 25-minute mark when they started work on the ID this year.
Sheryl Ramos, who heads Creative Accounts for CCM TV Entertainment Promo, admitted that they did not plan to reach the 25-minute mark when they started work on the ID this year.
“Of course, as a producer, gusto namin na maiksi lang. Pero kasi, gusto namin kasama lahat. Kung itotodo na natin ‘tong ID, ito na yung opportunity na ‘yon,” she said.
“Of course, as a producer, gusto namin na maiksi lang. Pero kasi, gusto namin kasama lahat. Kung itotodo na natin ‘tong ID, ito na yung opportunity na ‘yon,” she said.
“Kaya nauwi kami sa 25 minutes kasi ang daming hindi mo basta basta ma-cut eh. Maganda kasi yung moment, maganda ‘yong pagkaka-present sa mga artista, sa mga subjects, sa mga stories,” she added.
“Kaya nauwi kami sa 25 minutes kasi ang daming hindi mo basta basta ma-cut eh. Maganda kasi yung moment, maganda ‘yong pagkaka-present sa mga artista, sa mga subjects, sa mga stories,” she added.
(As a producer, we’d want it to be short. but we also wanted to include everybody. If we wanted to pour everything into this ID, this was the opportunity. There are moments that we cannot just easily cut because the presentation of the artists, subjects, and stories is beautiful.)
(As a producer, we’d want it to be short. but we also wanted to include everybody. If we wanted to pour everything into this ID, this was the opportunity. There are moments that we cannot just easily cut because the presentation of the artists, subjects, and stories is beautiful.)
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‘NOT ABOUT ABS-CBN’
Among the heartwarming and “shining” stories featured this year were that of “Mang Nanie” Guanlao, founder of a community library in Makati; mother Elaine De Leon who has been praying for her daughter Zoe to heal from cancer; “Alopecia Warrior” April Doria; adoptive parents of stray “KaFURmilyas”; and a group of family bread winners.
Among the heartwarming and “shining” stories featured this year were that of “Mang Nanie” Guanlao, founder of a community library in Makati; mother Elaine De Leon who has been praying for her daughter Zoe to heal from cancer; “Alopecia Warrior” April Doria; adoptive parents of stray “KaFURmilyas”; and a group of family bread winners.
They occupied the first half of the ID interspersed with interactions with and narrations by ABS-CBN artists.
They occupied the first half of the ID interspersed with interactions with and narrations by ABS-CBN artists.
This brought out the waterworks for a number of viewers early on in the video.
This brought out the waterworks for a number of viewers early on in the video.
For Team CCM, real-life stories like these have grown to embody the essence of the Christmas IDs.
For Team CCM, real-life stories like these have grown to embody the essence of the Christmas IDs.
“Gusto natin mangyari na ang ID ay hindi tungkol sa atin, hindi tungkol sa ABS-CBN. Ito yung time kasi na iho-honor natin yung mga kapwa Pilipino, kasi yung mga kapwa Pilipino natin, laging may magagandang kwento,” said ABS-CBN CCM head Robert Labayen, who this year marked his 20th working on Kapamilya Christmas IDs.
“Gusto natin mangyari na ang ID ay hindi tungkol sa atin, hindi tungkol sa ABS-CBN. Ito yung time kasi na iho-honor natin yung mga kapwa Pilipino, kasi yung mga kapwa Pilipino natin, laging may magagandang kwento,” said ABS-CBN CCM head Robert Labayen, who this year marked his 20th working on Kapamilya Christmas IDs.
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(We don’t want the ID to center around us, ABS-CBN. This is the time to honor our fellow Filipinos as their stories are worth sharing.)
(We don’t want the ID to center around us, ABS-CBN. This is the time to honor our fellow Filipinos as their stories are worth sharing.)
"TV Patrol Express" anchors Jeff Canoy and Denice Disney turn over books to Hernando "Mang Nanie" Guanlao at his community library in Makati, as part of the shoot for the 2024 ABS-CBN Christmas ID. Shot by Nestor Licuanan, ABS-CBN News.
"TV Patrol Express" anchors Jeff Canoy and Denice Disney turn over books to Hernando "Mang Nanie" Guanlao at his community library in Makati, as part of the shoot for the 2024 ABS-CBN Christmas ID. Shot by Nestor Licuanan, ABS-CBN News.These stories are even more important than the songs the IDs are typically associated with, they added.
These stories are even more important than the songs the IDs are typically associated with, they added.
“Hindi namin iniisip na ‘Paano ito, maabala ‘yong flow ng song’. Hindi, kasi sila talaga ang bida sa bawat Christmas ID,” said CCM Corporate Promo head Love Rose De Leon, who is also one of the co-lyricists of this year’s song.
“Hindi namin iniisip na ‘Paano ito, maabala ‘yong flow ng song’. Hindi, kasi sila talaga ang bida sa bawat Christmas ID,” said CCM Corporate Promo head Love Rose De Leon, who is also one of the co-lyricists of this year’s song.
“Para sa kanila talaga ito. Tungkol sa kanila ito. Talagang, ‘yon nga, sila talaga dapat ‘yong mag-shine dun sa ID natin.”
“Para sa kanila talaga ito. Tungkol sa kanila ito. Talagang, ‘yon nga, sila talaga dapat ‘yong mag-shine dun sa ID natin.”
(We don’t worry over whether the stories interrupt the flow of the song. No, because they’re the main subjects of every Christmas ID. This is really for them and about them, and they should really shine in our ID.)
(We don’t worry over whether the stories interrupt the flow of the song. No, because they’re the main subjects of every Christmas ID. This is really for them and about them, and they should really shine in our ID.)
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De Leon added that they were excited to again feature ordinary Filipinos in detail for the Christmas ID after being hampered by the COVID-19 pandemic.
De Leon added that they were excited to again feature ordinary Filipinos in detail for the Christmas ID after being hampered by the COVID-19 pandemic.
Lawrence Arvin “L.A.” Sibug, another co-lyricist this year who also led production on the ID, said the stories add a deeper meaning to the songs.
Lawrence Arvin “L.A.” Sibug, another co-lyricist this year who also led production on the ID, said the stories add a deeper meaning to the songs.
“Necessary siya sa concept... Kapag kanta lang siya, kanta lang siya pero kung may istorya, magiging anthem siya ng Pasko,” Sibug said.
“Necessary siya sa concept... Kapag kanta lang siya, kanta lang siya pero kung may istorya, magiging anthem siya ng Pasko,” Sibug said.
(The stories are necessary for the concept. If it is just a song, that’s it, but if there are stories, it will become the Christmas anthem.)
(The stories are necessary for the concept. If it is just a song, that’s it, but if there are stories, it will become the Christmas anthem.)
GIFT FOR FANS
ASAP 'Dance Sirens' Chie Filomeno, Loisa Andalio, and Anji Salvacion shoot their portion of the ABS-CBN 2024 Christmas ID. Shot courtesy of ABS-CBN social media.
ASAP 'Dance Sirens' Chie Filomeno, Loisa Andalio, and Anji Salvacion shoot their portion of the ABS-CBN 2024 Christmas ID. Shot courtesy of ABS-CBN social media.In turn, the team decided to also lengthen the exposure of artists in the ID as a “thank you” to the fans who supported ABS-CBN through its ups and downs.
In turn, the team decided to also lengthen the exposure of artists in the ID as a “thank you” to the fans who supported ABS-CBN through its ups and downs.
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“Nagsimula ito ro’n sa subjects dahil mahaba yung latag niya, parang naging perfect opportunity siya para ma-balance, habaan din natin yung sa artists,” Sibug said.
“Nagsimula ito ro’n sa subjects dahil mahaba yung latag niya, parang naging perfect opportunity siya para ma-balance, habaan din natin yung sa artists,” Sibug said.
(Since the case study subjects’ airtime was long, it became a perfect opportunity to balance the airtime with the artist as well.)
(Since the case study subjects’ airtime was long, it became a perfect opportunity to balance the airtime with the artist as well.)
“Walang hagip Kapamilya,” Sibug described it in a tweet days before the Christmas ID drop.
“Walang hagip Kapamilya,” Sibug described it in a tweet days before the Christmas ID drop.
This meant longer cuts of even the company’s up and coming talents, seen at the second half of the video.
This meant longer cuts of even the company’s up and coming talents, seen at the second half of the video.
Meanwhile, major Kapamilya artists such as Vice Ganda, Kathryn Bernardo, Piolo Pascual, Coco Martin, and Sharon Cuneta, appeared multiple times, especially toward the end of the music video.
Meanwhile, major Kapamilya artists such as Vice Ganda, Kathryn Bernardo, Piolo Pascual, Coco Martin, and Sharon Cuneta, appeared multiple times, especially toward the end of the music video.
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“Regalo na rin natin sa fans… gusto namin na this time lahat na sila kitang-kita, lahat hindi mahahagip lang,” Ramos added.
“Regalo na rin natin sa fans… gusto namin na this time lahat na sila kitang-kita, lahat hindi mahahagip lang,” Ramos added.
(It is our gift for the fans. We want all the artists to be seen and not just seen for a split second.)
(It is our gift for the fans. We want all the artists to be seen and not just seen for a split second.)
One more “gift” was the rap part performed by BINI, which had been conceptualized early on as the “surprise portion” of the ID, inspired by the breakout girl group’s musical style.
One more “gift” was the rap part performed by BINI, which had been conceptualized early on as the “surprise portion” of the ID, inspired by the breakout girl group’s musical style.
CHRISTMAS ID BRAND-ING
Another factor behind the length of the recent ID are the featured brand partners, which have been incorporated to the IDs since 2020 in a departure from traditional formats.
Another factor behind the length of the recent ID are the featured brand partners, which have been incorporated to the IDs since 2020 in a departure from traditional formats.
“Yung partner brands natin… pareho rin ng puso natin na Kapamilya. Sila yung mga naniniwala rin sa husay, galing, at kabutihan ng mga Pilipino kaya match na match din talaga,” De Leon said.
“Yung partner brands natin… pareho rin ng puso natin na Kapamilya. Sila yung mga naniniwala rin sa husay, galing, at kabutihan ng mga Pilipino kaya match na match din talaga,” De Leon said.
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(Our brand partners have the same mission as us Kapamilya. They also believe in the excellence and kindness of the Filipinos.)
(Our brand partners have the same mission as us Kapamilya. They also believe in the excellence and kindness of the Filipinos.)
For this and other recent IDs, the brands have appeared as gifts to the featured subjects.
For this and other recent IDs, the brands have appeared as gifts to the featured subjects.
CCM Marketing Promo head Revbrain Martin, who handles the sponsors portion aside from being a co-lyricist of the 2024 song, said the initial worry about introducing brands to the Christmas ID back then turned out to be for nothing.
CCM Marketing Promo head Revbrain Martin, who handles the sponsors portion aside from being a co-lyricist of the 2024 song, said the initial worry about introducing brands to the Christmas ID back then turned out to be for nothing.
“Noong una medyo may kaba na baka ma-off ‘yong mga viewers natin, ‘yong mga followers natin pero… natuwa sila na sinusuportahan tayo at kaisa sila sa paghahatid ng bagong Christmas ID taon-taon,” he explained.
“Noong una medyo may kaba na baka ma-off ‘yong mga viewers natin, ‘yong mga followers natin pero… natuwa sila na sinusuportahan tayo at kaisa sila sa paghahatid ng bagong Christmas ID taon-taon,” he explained.
“Nare-realize ng mga tao na bahagi rin ito ng Pasko nila kasi itong mga brands and sponsors na ‘to ay kasama rin nila sa pagdiriwang ng Pasko,” Martin added.
“Nare-realize ng mga tao na bahagi rin ito ng Pasko nila kasi itong mga brands and sponsors na ‘to ay kasama rin nila sa pagdiriwang ng Pasko,” Martin added.
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(At first, we were worried that our viewers and followers might feel off but they are happy that the brands support us in bringing fresh Christmas IDs every year. Our audiences realized that the brands have also been part of their celebrations.)
(At first, we were worried that our viewers and followers might feel off but they are happy that the brands support us in bringing fresh Christmas IDs every year. Our audiences realized that the brands have also been part of their celebrations.)
STRENGTH IN FEWER NUMBERS
It has been more challenging for the CCM team to produce the Christmas IDs since ABS-CBN lost its franchise in 2020 and had to reduce its workforce.
It has been more challenging for the CCM team to produce the Christmas IDs since ABS-CBN lost its franchise in 2020 and had to reduce its workforce.
But Ramos calls it a “good challenge” for them.
But Ramos calls it a “good challenge” for them.
“Ngayong kaunti na lang kami, mas napipiga kami na lumabas yung magandang mensahe, magandang concept,” she said.
“Ngayong kaunti na lang kami, mas napipiga kami na lumabas yung magandang mensahe, magandang concept,” she said.
(Now that we are fewer, we are encouraged to think better so that we can come up with great messages and concepts.)
(Now that we are fewer, we are encouraged to think better so that we can come up with great messages and concepts.)
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ABS-CBN's Creative Communications Management (CCM) team after the final shoot of the 2024 Christmas ID. Photo courtesy of ABS-CBN CCM.
ABS-CBN's Creative Communications Management (CCM) team after the final shoot of the 2024 Christmas ID. Photo courtesy of ABS-CBN CCM.With the ABS-CBN Christmas ID seen as a “cultural event” each holiday season, it may seem daunting to think up new concepts or executions every year.
With the ABS-CBN Christmas ID seen as a “cultural event” each holiday season, it may seem daunting to think up new concepts or executions every year.
But De Leon said she is not worried, precisely because of their focus on highlighting stories.
But De Leon said she is not worried, precisely because of their focus on highlighting stories.
“Hindi ako ganong katakot kasi hindi tayo binibigo ng mga Kapamilya subjects natin. Lagi kasing nire-remind lang sa’min ni Sir (Labayen) na ibida natin yung kwento ng kabutihan ng mga Pilipino tapos hindi tayo nauubusan no’n taon-taon. Sa totoo lang, hirap na hirap pa kami magbawas ng mga magagandang kwento ng mga Pilipino,” she said.
“Hindi ako ganong katakot kasi hindi tayo binibigo ng mga Kapamilya subjects natin. Lagi kasing nire-remind lang sa’min ni Sir (Labayen) na ibida natin yung kwento ng kabutihan ng mga Pilipino tapos hindi tayo nauubusan no’n taon-taon. Sa totoo lang, hirap na hirap pa kami magbawas ng mga magagandang kwento ng mga Pilipino,” she said.
(I am not afraid that there’s nothing left for something new because our Kapamilya subjects never failed us. Sir Labayen always reminds us to feature stories about the kindness of Filipinos and we will never run out of it every year. Actually, it has been harder for us to trim those stories.)
(I am not afraid that there’s nothing left for something new because our Kapamilya subjects never failed us. Sir Labayen always reminds us to feature stories about the kindness of Filipinos and we will never run out of it every year. Actually, it has been harder for us to trim those stories.)
For Martin, the goal is not to go viral, generate more views or surpass what they did before.
For Martin, the goal is not to go viral, generate more views or surpass what they did before.
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“Nandun ako sa feeling na ‘yon na sana makatulong…Nandoon ako sa makapagbigay na mas maraming pagmamahal, inspirasyon, at pag-asa sa mga Kapamilya natin,” he said.
“Nandun ako sa feeling na ‘yon na sana makatulong…Nandoon ako sa makapagbigay na mas maraming pagmamahal, inspirasyon, at pag-asa sa mga Kapamilya natin,” he said.
(I’m more of the feeling that hopefully this could help, that this could give more love, inspiration, and hope to our Kapamilyas.)
(I’m more of the feeling that hopefully this could help, that this could give more love, inspiration, and hope to our Kapamilyas.)
"It's Showtime" hosts led by Vice Ganda join together in a group hug with a group of breadwinners and their families as they salute their sacrifices for the ABS-CBN 2024 Christmas ID. Photo courtesy of ABS-CBN social media.
"It's Showtime" hosts led by Vice Ganda join together in a group hug with a group of breadwinners and their families as they salute their sacrifices for the ABS-CBN 2024 Christmas ID. Photo courtesy of ABS-CBN social media.It's all about emotions, Sibug added, pointing to a fundamental concept Labayen taught them.
It's all about emotions, Sibug added, pointing to a fundamental concept Labayen taught them.
“Hindi kailangan maging flashy ‘yong concept po. Hindi groundbreaking. Ang importante, maka-connect ka,” he said.
“Hindi kailangan maging flashy ‘yong concept po. Hindi groundbreaking. Ang importante, maka-connect ka,” he said.
(Your concept does not need to be flashy or groundbreaking. What is important is that you connect.)
(Your concept does not need to be flashy or groundbreaking. What is important is that you connect.)
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And the team hopes to continue doing so–pointing viewers back to the bigger story of Christmas.
And the team hopes to continue doing so–pointing viewers back to the bigger story of Christmas.
“Sana maging reminder din ‘yong Christmas ID natin taon-taon nung faith nila kay God. Kasi ‘yon din ‘yong nagtatawid talaga sa atin, sa bawat taon, ‘di ba?” De Leon said.
“Sana maging reminder din ‘yong Christmas ID natin taon-taon nung faith nila kay God. Kasi ‘yon din ‘yong nagtatawid talaga sa atin, sa bawat taon, ‘di ba?” De Leon said.
“Huwag nilang kalimutan yun, na nandyan ang Diyos. ‘Yon nga, ‘yong ‘Liwanag Mong kay lakas’--‘yong ‘Mo’ doon, si God ‘yon eh. So, nandyan ang Diyos para sa ating lahat lagi, taon-taon.”
“Huwag nilang kalimutan yun, na nandyan ang Diyos. ‘Yon nga, ‘yong ‘Liwanag Mong kay lakas’--‘yong ‘Mo’ doon, si God ‘yon eh. So, nandyan ang Diyos para sa ating lahat lagi, taon-taon.”
(I hope our yearly Christmas ID reminds them of their faith in God, because He has been the one sustaining us year after year, right? May they not forget that God is there. The line ‘Through Your fervent light’, that’s God. So He is there for all of us, always, every year.)
(I hope our yearly Christmas ID reminds them of their faith in God, because He has been the one sustaining us year after year, right? May they not forget that God is there. The line ‘Through Your fervent light’, that’s God. So He is there for all of us, always, every year.)
–With Haztin Harold Jardin, ABS-CBN News Intern
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