WIDE EYED and apparently tickled to the bone, Manny Pacquiao watched excitedly as his latest commercial played out on a television screen during a media presentation yesterday at the Westin Philippine Plaza.
“Maganda,” was how Pacquiao, 26, described the 30-second commercial that saw him endorse Surf, a soap detergent manufactured by cosmetics and soap giant Unilever.
The clip, which started appearing on television a few days ago, was shot two weeks ago just before Pacquiao left for the US to meet with his American handlers.
“Magaling ang pagkakagawa talaga. Eksakto ang bigayan ng suntok at galaw namin ng kalaban ko,” said Pacquiao, referring to an Erik Morales look-alike who acted as his opponent in the commercial.
Unilever general manager for Corporate Development Chito Macapagal, who negotiated with the boxer, said the company took a big risk in the decision to sign up the Ring magazine featherweight champion because it was done before he fought Morales.
“Others probably would have waited until he won to have him endorse their product,” he said, “but we didn?t care because we really wanted him ? win or lose.”
According to Macapagal, the company paid Pacquiao P2 million for the job.
While the commercial featured a re-enactment of his heartbreaking loss to Morales, it however was “all about saluting the dignity of the Filipino people,” said Macapagal.
Pacquiao had previously signed endorsement contracts with McDonald?s, Alaxan, PLDTSmart, Motolite, No Fear and Ginebra, making him the most sought-after endorser among athletes in history.
“We want to raise the level of awareness of our people in giving value to Filipino labor. Manny personifies the ideals of how Filipinos are trying to excel in what they do and how they bring honor to the country,?? said Macapagal.
“Surf is proud to associate with people who desire to uplift Filipinos in general. We saw his victories and how he has brought honor to the country but in defeat we celebrated how hard he fought ? not quitting no matter what,?? he said.
After his recent bout, Pacquiao was asked why he did not give up when he received the deep cut on his eyebrow when it impaired him from seeing clearly. Pacquiao said it was an easy option but he refused, believing that it does not matter if it was a bloody fight as long as it was a clean one.
This quote came to life in Surf?s campaign, ?Di baleng madugo ang bakbakan, basta malinis ang laban? as delivered by Pacquiao himself.
“Hanapbuhay aims to inform the public that clean, honest work is what?s most important. It does not matter if you get dirty or even if your clothes get stained in the course of work because the promise of success can never be achieved without integrity and conviction,?? said Unilever Philippines senior brand manager for Surf Dar Chiong.
