MANILA – The latest brand to jump on the AlDub bandwagon is Hapee Toothpaste. With all the TVCs and campaigns that came out featuring the phenomenal Kalyeserye duo, Hapee Toothpaste and Ace Saatchi & Saatchi had to think outside of the split screen box, and the result – the ‘Hapee Toothpaste Dub Nation’.
Touching on the very element that Maine Mendoza or Yaya Dub was originally known for, Ace Saatchi & Saatchi thought of using the Dubsmash concept. “We felt as a team, if we're going to use a property like AlDub, we wanted something that we could own as a brand and just do something unique. Try to do something with them that hasn’t been done before. Something that hasn’t been touched yet even by Eat Bulaga themselves,” shared Andrew Petch, Executive Creative Director, Ace Saatchi & Saatchi in an interview with adobo.
Since the fans are the life and blood of the breakout love team, the agency and Hapee felt that it was apt to get them to star in the TV commercial as the voices to be dubsmashed by Alden and Maine.
“The idea that we hit upon was if they’re dubsmashing all these stuff, bits of pop culture, music video, clips, movie recordings, one thing that we thought was interesting was what if they actually could dubsmash the very people who love them the most, which are their fans,” said Petch.
Ace Saatchi & Saatchi, through Hapee Toothpaste’s social media accounts, invited the AlDub Nation to submit audio recordings saying pretty much anything they want. There were no set rules on what they should say and how they should say it. The voices didn’t have to be recorded professionally on a recording studio. It just had to come from a die-hard AlDub fan.
Days after posting the online invite videos from Maine and Alden, the agency, unsurprisingly, received thousands of submissions from the members of the AlDub Nation. From all the voice recordings, they had to pick out the entries that they could piece together to form a script for the TV commercial.
“Once we had all the submissions, it was literally like starting backwards. I have all the pieces of the film but I don’t know what the film’s going to be and I don’t really know that the ending is, the beginning or the middle.”
The audio recordings were also kept as raw as possible, “We deliberately didn’t [clean up the audio recordings.]. I guess that’s the charm of it as well. We wanted to just literally take it as raw as we could. We wanted to keep it exactly as it is.”
With the help of Straight Shooters Media Inc., this Hapee Toothpaste Dub Nation was released on Saturday, putting the hashtag #AldenMaineHapeeTogether in the list of Twitter’s trending topics.
A 4:30 long video wasn’t enough to put together all the audio submissions but the agency and Hapee didn’t want any of it to go to waste and used them in other formats. “As we’re sort of going along, we saw an opportunity to take this a lot bigger. We took this idea to billboards, to print and online and other forms of media.”
The surplus of the submissions also gave birth to the idea of creating a double pack featuring Hapee Toothpaste’s two variants–Maine’s Fresh & Cool White and Alden’s Explosive Menthol Red showcasing conversations from actual people. The ‘Hapee Together’ double packs quickly sold out days before the film was even released.
According to Petch, this is the first but definitely the last time you would be seeing AlDub with Hapee Toothpaste. More creative executions featuring Alden and Maine are yet to come.
PRODUCT: Hapee Toothpaste
CLIENT: Lamoiyan Corporation
TITLE: Hapee Toothpaste Dub Nation
AGENCY: Ace Saatchi & Saatchi
EXECUTIVE CREATIVE DIRECTOR: Andrew Petch
CREATIVE DIRECTOR: Jake Tesoro
ASSOCIATE CREATIVE DIRECTOR: Aidon Panlaqui
COPYWRITERS: Sweet Barbon, Jelena Fajardo
ART DIRECTOR: Wax Montesclaros
CLIENT SERVICES DIRECTOR: Edg Samson
SENIOR ACCOUNT MANAGER: Kimmie Arenillo
ACCOUNT MANAGER: Angela Mislang
HEAD OF ACTIVATIONS AND DIGITAL: Gen Lizares
ASSOCIATE DIGITAL MEDIA DIRECTOR: Patti Lee
ASSOCIATE DIGITAL DIRECTOR: Mico Miciano
DIGITAL MANAGER: Eina Castilo
DIGITAL MEDIA MANAGER: Karen Labsan
PRODUCTION HOUSE: Straight Shooters
DIRECTOR: Chris Martinez
ASST DIRECTOR: Melvin Lee
PRODUCER: Aldous Pagaduan
PRODUCTION DESIGNER: Butch Garcia
EDITING: Edit Cube
CLIENT CORPORATION: Lamoiyan
COO: Joel Conrad Pedro
MARKETING DIRECTOR: Bing Cavestany
AVP FOR NEW BUSINESS DEVELOPMENT: Peter Paul Ang
MANAGER FOR MARKETING SERVICES: Jewelle Mendoza
ASST. BRAND MANAGER: Rio Marru Pablo
SENIOR MARKETING AID: Jacquiline Pe