PHILIPPINES – JUNE 6, 2011 – Pepsi Blue punches its way to a comeback by way of Pepsi Pinas and an explosive extended TVC. BBDO Guerrero/Proximity Philippines calls forth the spirit of FPJ and pre-senator Ramon Revilla movies in “Sa Akin Ang Pinas”.
The commercial broke online ahead of its June 5 launch on the Sunday variety shows. "Sa Akin Ang Pinas" features a showdown between SPOG1 Alvarez Parak and gangster Boy Balbon as Balbon holds a bottle of Pepsi Pinas hostage. The colorful language of these action films literally brings to life such classic lines, “Hanggang butas ng karayon, papasukin ko!” (I’ll do everything, even go through the eye of a needle), and “Sa kangkungan ka pupulutin!” (You will be one with the water spinach in the pond).
Of course, good always prevails over evil: Parak gets Pepsi Pinas back, and Balbon is blown up with a bag of spinach-based dynamite. Or is he really?
Kudos to director Joel Limchoc and his team for bottling the spirit of the 80s and capturing the era down to the camera angles and color-grading.
The internet is already buzzing over the advertisement, with the official YouTube video getting as many as 120,000 views on YouTube and 71,000 shares on Facebook. There is even an official poster, patterned after the original poster billboards of old movies. There are also Facebook profiles up of Parak, Balbon, and a cast of supporting characters not directly seen in the TVC: Alvarez’s paramour, Bhaby Dals, and Balbon’s Barangay Sanggano Goons. In between throwing jabs at each other, Alvarez and Balbon also openly interact with fans and friends, so the memory of Pepsi Blue is no threat to Pepsi Pinas’ brand new identity.
While they haven’t quite made rounds on Twitter, user Xanderkhan has already made hashtags inspired by the Pepsi ads while paying homage to Filipino action film icons over the years: #rumoRonnieRickets, #LumiLitoLapid, and #umeAceVergel.
In the meantime, Balbon has left a wall photo of himself in a police line-up, captioned “I’ll be back!” Looks like a sequel might be in store if his supply of Pinas is not enough.
CREDITS
Agency: BBDO Guerrero/Proximity Philippines
Chief Creative Officer: David Guerrero
Executive Creative Director: David Guerrero
Creative Director: Dale Lopez
Art Directors: Dennis Nierra, Tim Villela
Writers: Rachel Teotico, Raymund Sison
Accounts: Dalla Sucgang, Carmela Quirino
Producer: Aldous Pagaduan
Director: Joel Limchoc
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