MANILA, PHILIPPINES – From the time she entered the limelight, Melanie Marquez has stood out – standing at 5’11”, the multi-awarded beauty queen towers effortlessly over most Filipinos. Undeniably gorgeous, she exudes an unconventional appeal that’s made her a global beauty icon. More than her beauty, it’s Melanie’s ability to laugh at herself that has endeared her to fans, and elevated her to the status of pop culture icon. That humor is on full display in a new video for Chinabank, showcasing her signature “Melanisms” for a new generation to enjoy.
Watch Chinabank’s new video,
“An App Fit For Beauty Queens”, on facebook and YouTube.
The video is part of Chinabank’s My CBC App is Focused on You campaign, highlighting the app’s ease of use. It opens with Melanie asking her real-life daughter, Michelle Dee, how to log in to the app, which leads to playful banter between the two. The fun begins when Michelle reminds Melanie which camera she should be looking at, to which Marquez playfully replies, “I have two words for you, iha – ang labo mo!”
As Michelle walks her mother through the My CBC app, we’re treated to a series of Melanie’s iconic English-Tagalog faux pas (“Ang dami mong tanong, you’re so questionable!”). As Marquez quickly picks up the ins and outs of Chinabank’s new, streamlined digital banking experience, she declares, “Hindi na sasakit ang migraine ko!” Michelle then asks if her Tito would know how to do online banking, to which Melanie responds with the immortal, “Don’t judge my brother, he’s not a book!”
The film is a lighthearted throwback to a time when imperfect English became an entertainment staple, with everyone from (then-) President Joseph Estrada to Jimmy Santos invited audiences to poke good-natured fun at their “mistakes”. With the Philippines being a multilingual nation where English is a second language for most, Pinoys have learned to embrace the fact that speaking imperfectly is part of everyday life.
Thankfully, while the English language can be complicated, the new My CBC App is designed to make online banking fast and easy for every Filipino, regardless of age, quirks, or digital and financial literacy. With My CBC focused on their banking needs, users will have the confidence to focus on making their dreams come true.
The ad concludes with Melanie mastering the app, confidently telling her 5’10”-tall daughter, “Bibilhan kita ng high heels, para tumangkad ka. ” With a straight face, the English-fluent Michelle answers, “No mom, I’m contented with my long legged.”
Now that’s confidence.
