THE PHILIPPINES, NOVEMBER 2011: Winter is never too cold in the latest Bench campaign, which features a horde of familiar faces (and a few unknowns who happen to be related to them).
Set in a snowy fir tree-lined wonderland, the print and outdoor campaign produced in-house has the whole bevy of Bench talents from the Richards (Gutierrez and Gomez) to the Krises (Aquino, Bernal and Lawrence) to the actors who can be identified using first names alone: Melai, Aljur, Enchong, Rocco and Lovi.
"Happy in Bench" is about family for the most part, particularly the series along EDSA Guadalupe. Even Luis Manzano and his famous parents happily redefine the modern family. Only Coco Martin, who is lumped with Kris Aquino and Bimby seems to be the odd one out, being unrelated by blood to his tarp-mates. The campaign also celebrates friendship and of course, clothes.
And just when you thought that scarves and woolens are de riguer this season, Bench Body returns to show off some flesh, even in the snow.
Prefer a more local background? A frame full of yellow parols (lanterns) is never too festive an image to persuade Jake Cuenca to keep his clothes on. After all, Bench is not complete without underwear models, as evidenced by its Best Marketing Campaign Award win at the 2011 Federation of Asia-Pacific Retailers Association (FAPRA) Awards. The clothing brand and its annual underwear shows were nominated by the Philippine Retailers Association (PRA) for the honor, the country’s only win at the regional awards.
