MANILA, Philippines - Anne Curtis and her fellow mainstays of It’s Showtime! added star power and glitter to the new Lahing Ginebra, Ikaw Na television ad campaign that starts airing this week.
Anne, long-time endorser of GSM Blue, was joined by It’s Showtime! co-hosts Jugs Jugueta of Itchyworms, Rocksteddy’s Teddy Corpuz, Callalily’s Kean Cipriano, Jong Hilario of the famous Streetboys in the commercial that re-kindles the Filipino consumers’ long-standing kinship with Ginebra San Miguel, Inc.
Paulo Villaluz directed the newest TVC, which marks the 178th anniversary of GSMI’s flagship brand Ginebra San Miguel.
“Ginebra San Miguel is probably one of the oldest brands in the world and continues to enjoy strong brand loyalty,” said GSMI president Bernie Marquez. “But we are also responding to the needs of the new generation of drinkers through more innovative product extensions or variants of existing categories, or even going into totally new categories.”
“Lahi is a toast to the Filipino and more,” explained GSMI marketing manager Nelson Elises. “We want to show that our products appeal across generations. No matter who they are, what they do, or whatever their social status, there is a Ginebra San Miguel product that’s right for them.”
The new commercial makes use of the “fist bump” which is the modern gesture to show approval and acceptance. “It’s a new way of expression, younger than the ‘high five.’ It’s macho but also universal.”