Joel Cruz – Ang Pinaka-Panget na Babae sa Billboard

(Update on the bottom of post)

I told you before in my Bench Uncut Billboard article that I traverse Edsa daily to and from work. Another unique Philippines billboard that caught my attention is the Joel Cruz one below.  I overheard a conversation between two ladies on the bus with one of them saying:

Sya na ang pinakapanget ng babaeng nakita ko sa billboard…”

This really hit me because people are thinking the dude on the billboard is a girl.

Joel cruz lord of scents

Hey, don’t get me wrong. Props to mister Joel Cruz for his success and fame. He has a badass mansion in Tagaytay and butt-loads of money. Joel Cruz is best know for his Aficionado fragrance line. He is someone who should inspire us. I think very highly of Filipino entrepreneurs but his marketing strategy has just really left me stumped. Advertising on billboards costs hundreds of thousands of pesos and usually only the most successful companies have them.

This billboard just doesn’t make much sense. Lets dissect the design:

Waste of Precious Ad Space

This particular billboard is placed strategically along Edsa and Santolan Avenue Cubao. It’s  a prime area for billboard advertising. But what is this billboard trying to sell? What am I suppose to buy after seeing this advertisement 100 feet up in the air? I really don’t know and I’m getting a bad migraine just from thinking about it.

Joel Cruz Billboard on Edsa

Brand Confusion

Why is he promoting a dental service? When did getting a root canal or dentures give a good smelling fragrance. Instead of promoting a dental clinic he should have promoted his franchise instead. Of course this could just be a high profile X-deal or barter (or bf nya yung dentist).

Lady of Scents or Lord of EDSA

He’s using “Lord of Scents” as his alias. It would be much better if he used “Lady” of scents. He really looks like a girl (i don’t know if he’s gay). I have nothing against homosexuality but this will help the design by showing uniformity between visuals and the copy. Just tell it as it is. It’s just confusing to people like the two women who were talking on the bus.

Bwiseat, a member of, suggested “Lord of Edsa” which was really funny.

Graphic Design

The designer who made this did a good job. It has plenty of white space, easy to ready typography, and a balance of colors. It is nice to look at up close and even from afar.

Just to repeat myself, I give much respect to Mr Joel Cruz. It’s his advertising agency I’m worried about. I think a better campaign would’ve been made with the resources given. Nasasayangan lang talaga ako.

What do you think about this billboard design? Please share if you have a better explanation.

P.S. Mr Joel Cruz if you’re reading this, I will design your next billboard for FREE. I specialize in designs that generate sales. Please get in touch with me ASAP!

UPDATES – New Billboard Improvements

Joel Cruz’ advertising agency probably listened to some of my suggestions in the old post and I do think the new billboard looks better because

  1. It shows products now
  2. More pleasing face although still incredibly shopped
  3. Better graphics

Joel Cruz Billboard update

(Still a little scary though when you bring  his face + kids perfume into the picture)

Joel Cruz without makeup

joel cruz without Makeup/Photoshop

He looks fine without makeup and photo editing. I wonder why he wants such heavy photo enhancements.

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