PHILIPPINES, FEBRUARY 21, 2011 – Nonito Donaire may have won WBC and WBO bantamweight titles yesterday, but the spotlight is still on Manny Pacquiao, whose promotional tour of his May 7 fight against Shane Mosley received a boost from the new TV campaign for Datu Puti vinegar and soy sauce.
The 60-seconder omnibus has become a certified viral hit, amassing over 100,000 hits within two days of its posting on the official Datu Puti YouTube channel. It now has more than 275,000 views, and has been shared by over 60,000 users on Facebook. The two 30s versions have combined views of almost 60,000.
Sponsor
"VinSoyChamp" TVC 60s
"VinChamp" TVC 30s
"SoyChamp" TVC 30s
The TVCs, directed by Carlo Directo for Provill, star Pacquiao and Mommy Dionisia, with impersonators standing in for Pacquiao’s wife Jinkee, coach Freddie Roach and verbal adversary Floyd Mayweather, Jr. The ads deftly combine Datu Puti brand’s humorous "mukhasim" line with a smorgasbord of shots: a street fight, gym training, a bit of domestic comedy and the requisite food shots. Turn talk about steroid use into a soy sauce selling point? Anything is possible when your man (or mother) uses Datu Puti.
TBWA\ Santiago Mangada Puno has made the boxing icon and congressman an effective brand spokesperson, stopping just short of making Pacquiao a caricature of himself. His "boxing is not for killing" quote after his victory over Antonio Margarito and his penchant for kneeling even make it into the ads. Fortunately, they did not make him sing. It is a pity that non-Filipinos are sure to get lost in translation because of the sauce-related idioms.
The YouTube comments have become an open ring for Pacquiaos supporters and haters. But no matter. Without a doubt, it is a champ of a campaign.
CREDITS:
Client: Southeast Asia Food Inc. (SAFI)
President and COO: Noel Lorenzana
Head of Marketing: Renren Reyes
Associate Category Manager: Judy Florendo
Sr. Product Manager: Julie Morales, Adrian Azana
Asst. Brand Manager: Ada Almendras
Agency: TBWA\Santiago Mangada Puno
Managing Partner / Executive Creative Director: Melvin Mangada
Executive Creative Director: Marci Reyes
Associate Creative Director: Nina Jimenez
Copywriter: Marci Reyes, Nino Reyes, Ryan Rubillar
Art Director: Mel Aguinaldo / Dennis Claveria
Managing Director: Portia Catuira
Account Director: Marishka David
Account Supervisor: Pam Ignacio
Head of Strategic Planning: Issa Ignacio
Strategic Planner: Laveena Pessumal
Producer: Sunny Lucero, Francis Bagnes
Production House: Provill
Executive Producer: Weng Marcelino
Director: Carlo Directo
DOP: Leslie Garchitorena
Assistant Director: Jojo Atienza
Food Stylist: Eugene Raymundo
Make-Up: Raschella Velayo, Nilo Cruz, Paolo Maranan
Production Designer: Mitch Directo
Audio House: Sound Design
Audio Tech: Paolo Escanillas
Music: Allan Feliciano of Loudbox
