PHILIPPINES – JUNE 1, 2011 – TBWA\ Santiago Mangada Puno brings a whole new spin to the usual laundry detergent TV commercial. The Champion Infinity spot follows the magical journey led by a nymph to cleanse worlds of hard-to-wash stains. The nymph is played by Philippine celebrity wife, mother, and TV host, Lucy Torres-Gomez. The commercial is the first in a series of fantaserye-inspired TVCs that will highlight the features of Champion Infinity detergents: anti-bacterial, whitening, and able to withstand different types of water. Fantaseryes are fantasy series popular on Philippine primetime TV.
In the first commercial airing currently, Torres visits an otherworldly mining town within a mango tree, where one touch from her makes the mango stains go away. “Kaya ‘yan ng powers ko,” (It is in my power to do so) she says, in the signature divine echo as she “washes” off the stains, luminous as Galadriel.
“We really wanted it to be different, as Infinity is different in itself,” says Caloy Bacani, manager for Champion Detergents. “We decided to push the limit with advertising by treating the problem as a world of its own, like with the mangoes.” Bacani also shares that among the roster of possible actresses to play the nymph, it was Torres-Gomez’s name that always came up and to whom the focus group responded to well.
We also see some of classic TBWA Santiago Mangada Puno in the “Shrooms” TVC reminiscent of their award-winning Boysen paint series. Bacani says that the “Shrooms”, which shows billowing clouds of mushroom-shaped “smoke” in different colors, was TBWA Santiago Mangada Puno’s concept emphasizing Champion Infinity’s features. Appealing to upper-class tastes, the detergent brand looks like it can conquer a broader market beyond the audience of its previous woman-in-the-street ads with Susan Roces.
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