GIGIL, GUT, and ARCADE have released a new film promoting Cowards Don’t Go To Heaven, a book by former Ogilvy APAC and DDB Asia Chief Creative Officer Eugene Cheong.
The film stars Anselmo Ramos, Co-Founder and Creative Chairman of GUT, reading the book in his office before receiving a literal slap to the face, reflecting the book’s reputation for delivering “brutal lessons.”
Directed by Marius Talampas and GUT, the film serves as a prequel to the original Heaven film launched at the D&AD headquarters. In that earlier film, a young creative receives a series of slaps before the video ends with a cameo by Ramos holding a cold pack to his jaw. Now we know why.
Let’s just say that, like the second film, the first one is also hard-hitting.
“It is an absolute honor to work with Anselmo Ramos, let alone star in the film. It’s proof of Eugene’s massive impact on advertising,” said Badong Abesamis, Partner at GIGIL.
The book collects four decades of industry experience in 13,000 handwritten words, accompanied by 71 illustrations by Simon Spilsbury. It received two nominations at the D&AD Awards 2026, in the Book Design and Typography categories.
Cowards Don’t Go To Heaven is published by Victionary and is now available for purchase globally.
Credits
GIGIL
Chief Creative Officer & Partner: Badong Abesamis
Chief Creative Officer & Partner: Herbert Hernandez
Group Creative Director: Jeano Cruz
Associate Creative Director: Jasper Cajilig
Head of Art: Ronchris Cosme
Copywriter: Frenzon Cacas, Juancho Santos, Dave Agbuya
Art Director: Natasha Calaquian, Joaquin Diaz
Managing Partner: Jake Yrastorza
Account Supervisor: Sean Cu
Group Account Director: Bev Lubid
Account Director: Isabel Lipa
Account Supervisor: Kim Tang
Creative Tech Partner: Teejay Jamlang
Junior Art Director: Clister Santos
Broadcast Producer: Sasa Abella
Broadcast Producer: Denise Elizon
Post Production Specialist: Joseph Linga
Junior Post Production Specialist: Klaurence Cruz
E PUBLISHING
Eugene Cheong
VICTIONARY
Victor Cheong
YL Lim
Katherine Wong
STUDIO SPILSBURY
Simon Spilsbury
GUT
Co-Director/Founder, Chief Creative Chairman: Anselmo Ramos
Head of Production: Renata Neumann
Senior Producer: Stephanie Schmalbach
Videographer & Director: Ignacio Ugarteche
Co-Director/Account Director: Manuela Castro
Copywriter: Sergio Del Hierro
Director of Global Administration: Edwin Perez
Global Chief Communications Officer: Christine Prins
ARCADE
Director: Marius Talampas
EP: Paula Collado
LP: Mara Bernaldo
PM: Kristine Aguilar
DOP: Berhil Cruz
AD: James Sales
PD: Timi Dominguez
Caster: Carlos Lapira
Caster: Eliza Madin
Staff: Simon Flores
Staff: Mei Pondare
HMUA: Dianne Del Mundo
Propsman: Rey Villarino
Gaffer: Eric Marquez
Camera Operator: Joel De Guzman
Livesound: Jonjie San Vicente- Wondercollab
Offline: Alvin Chan
Grading: Barebones
Online: Neil Mendoza
Equipment: CMB films/ Komrad
HIT PRODUCTIONS
Arrangers: Mike and Angelo Villegas
Audio Engineer: Vener Ariston
