Ads & Ends
Nanette Franco-Diyco

IT IS GREAT talent casting intermixed with luck to be able to get a celebrity endorser to become identified with a brand. Of course, the all-important components of an ad campaign that pushes a selling message with magical abruption and with ideal media frequency are part of the formula of success.

Bear Brand Choco Milk Drink had its big launch last year, with actor Coco Martin contracted to be the symbol of health and energy among school children. This is meant to go above and beyond the micronutrients extolled by co-celebrities within the legendary Bear Brand brand and its variants.

Summertime saw the relaunch of Martin in Bear Brand Choco Milk Drink’s sustaining campaign. He sings and dances and has loads of cool fun with kids and a plastic pool.

Ad agency Publicis Manila explained that the commercial aims to get the attention of mothers — and in surveys, Coco Martin scores well with mothers’ approval. His long-running ABS/CBN teleserye has further boosted his hero image with mothers.

Right away we see and hear Martin and his macho back-up dancers performing the movements and tune of the 1990’s popular macho group Hagibis in a small inflated kiddie pool in a backyard. The Hagibis song was a good choice, restructured for this fun group’s singing and dancing.

The whole scene and song spells summer fun — the bright summer sun, the backyard pool, laughter galore. Director Carlo Directo said the shooting day was practically rained out — the sun had hid behind clouds the whole day. Blessed be the magic of post production! The director said he used a music video approach to movement and choreography, based on that of Hagibis but given a comical treatment.

The commercial was very briefly introduced by a worried mother’s woeful declaration that her son had left his glass of milk unfinished. Publicis Manila described it to me as milk fatigue. Fast and furious enters Coco Martin’s proffered solution. He sings — first with his band mates — the fast-paced, happy macho song declaring Bear Brand choco milk drink as savior.

The next refrain is delivered with parallel intensity and gusto by the children with Martin in their midst, still with the pool in the background. One must admit that keeping the macho back-up singers/dancers inside the pool was funny but still good blocking.

Watching the commercial, I personally admired the lead talent’s “giving his all” to his dancing and singing, ravishing the heart of the mother as he playfully winks at her while giving her a glass of chocolate milk. Director Carlo said Martin has charisma with the mothers, the very target of the commercial.

There, too, is inserted a worthwhile promo, a free ice choco milk drink shaker for every purchase of a big pack.

Take a bow, Nestlé Bear Brand Choco Drink, Publicis Manila and Pabrika.

Credits. Client-company, Nestlé Philippines. George Badaro, business executive officer; Willy Ocampo, group marketing manager; Kakam Gabunada and Carlo Fermin, consumer marketing managers; Paolo Mercado, communications director; Jayel Ladioray, creative services head.

Advertising agency, Publicis Manila: Paolo Fabregas, executive creative director; Alan Navarra, creative director; Aimee Espiritu, associate creative director; Eunice Maximo, senior copywriter; Ricky Reyes and Gabby Tripon, senior art directors; Malou Betco, strategic planning director; Yaan Sarmiento-Co, senior strategic planner; Marlen del Rosario, division head; Arvon Fernandez, associate business unit director; Thea Briones, account director; Michael Esguerra, account manager. Production: Dino dela Rama, broadcast producer, Just Add Water. Production house, Pabrika: Carlo Directo, director; Marivic San Juan and Jing Lopez, executive producers; Jun King Austria, assistant director; Larry Manda, DOP; Richard Somes, PD; Dinty Bernardo, LP; Meanne Ballesteros, PM; Regina Inocencio and Gretel Teope, PA; Aldo Directo, LM.

Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, teaching communications at the Ateneo de Manila University.