Call this column a Part II of last week’s, where I dealt with the new adult extensions of Nestlé’s established products.
The product for this week is Milo Nutri Up, which was also recently launched by Publicis Manila and Nestlé. But this time, true perhaps to its brand equity, the product was accorded two very energized, fast-paced 30-seconders.
We have been exposed all these years to Milo’s young boys and girls huffing and puffing but undoubtedly energized, aiming to grow into young competing athletes in various sports, in school and out. These commercials, more often than not, have mothers actually training their kids or at the very least, cheering the children on in various competitions.
And now, these children are fully grown and continuing even more actively in varied sports — all requiring a greater amount of energy to persevere and ultimately win whatever physical goals they’re set to achieve.
I first caught the launch of this TV commercial featuring a female runner who turned out to be celebrity Solenn Heusaff seemingly training for a marathon or simply to beat her own game. Director A.F. Benaza’s cameras followed her up the rough terrain, and up and up the mountain, using alternately fast long shots, mid-shots, and close-ups.
Thus, through various creative angles, he was able to dramatize her straining throughout the run and victoriously reaching what appears to be the top of a very long climb. That was further effected by aerial shots courtesy of special equipment.
The use of sound effects, including perhaps our imagined huffing and puffing of Solenn battling away, lest her energies are drained out, added realism and drama to the 30-seconder. By the end of the commercial, you are almost tempted to shout, “Hooray!” for all the efforts visibly required.
Congratulations to production house Straight Shooters for the excellent choice of the location shoot, San Miguel Peak in Mariveles, Bataan, where you really have to sweat it out. It underscored that trail running is truly for adults.
The following week, the TV audience was treated to another adult sport that strongly projected that one indulging in it would require the adult sustenance of an adult Milo drink. That, of course, is the core selling message of the two commercials.
This time, Publicis Manila takes the audience to a cooler but equally rugged adult sport: open sea swimming, all the way over near Fortune Island, Batangas. The sole talent for the entire material is host and tri-athlete Erwan Heusaff. Director A.F. revealed that this was a more difficult and more demanding TVC to shoot.
One gasps at all that long, extended, vigorous swimming. Flailing arms and legs had Director A.F. closely shooting alongside Erwan on a motor rubber boat, alternating with actually swimming underwater with underwater handheld cameras. It was a must that he kept pace with the swimmer.
Director A.F. was all praises for the two talents, describing them as highly professional and very easy to direct and work with. It was a fun shoot over-all, he stressed — except for the uncontrollably super hot sun that had the skin of Solenn and Erwan near to baking!
As a fitting conclusion, Publicis associate business unit director Hannah Poblador stressed: “Being a grown-up is never easy. You experience bigger tasks, bigger responsibilities, bigger challenges. With these in mind, you need to ‘Nutri Up’ your game and overcome them, because as grown-ups, your game just got bigger.”
I must say that Solenn and Erwan’s true blue demonstrations in the two commercials are extra-good come-ons. Take a bow, Publicis Manila, Nestlé, and Straight Shooters.
Credits. CLIENT-COMPANY, Nestlé Philippines: Jacques Reber, chairman and CEO; Sherilla Bayona, business executive manager; Paolo Mercado, communications director: Jayel Ladioray, creative services manager; Ellen Grace Arias-Isturis, vice-president lead consumer marketing manager; and Nikki Librada-del Gallego, consumer marketing manager.
PRODUCTION. Production house, Straight Shooters Media, Inc.: A.F. Benaza, director; Chris Pasturan, assistant director; Ber Cruz, director of photography / cinematographer;
Jem Lim and Danise Talaba, producers; Raissa Hapin-Carrelli, executive producer; and Nina Torres, production designer. Post-production house, UGL.
AGENCY, Publicis Manila, Inc.: Matec Villanueva, chairwoman and CEO; Raul Villegas, managing director; Alistair Wood, chief creative officer; Alvin Tecson, executive creative director; Migs Siojo, creative director; Erwin Guevarra, senior art director; Toby Fournier, art director; Chrissy Roa, division head; Hannah Poblador, acting associate business unit director; Antoi Almosa, account director; DM Manalo, account manager; and Malou Betco, strategic planning director.
NANETTE FRANCO-DIYCO ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, currently teaching communications at the Ateneo de Manila University.
