MANILA, Philippines – Manny Pacquiao is the country?s undisputed endorsement king who promotes a wide array of products from coffee to ice cream to pain killers to cellphones to motorcycles to fuel oil to sports apparel and footwear to beer to real estate to automotive batteries to nearly everything under the sun. Now, he?s being transformed into a global icon and Top Rank executive vice president for business development and marketing Lucia McKelvey said yesterday she believes his international potential is unlimited.
McKelvey is in Manila to jumpstart the three-day shooting schedule for Pacquiao to film a 60-second commercial and pose for print ads in a deal with the 20 Billion Euro company Louis Vuitton Moet Hennessy (LVMH) of France. The schedule calls for three eight-hour days of shooting. The shooting was originally set to start last Thursday but was postponed to begin yesterday. McKelvey was on location for the first day of shooting and will return to the US today. She flew in with Top Rank chairman Bob Arum last Tuesday. Arum left yesterday.
In Manila for the shoot are award-winning director Johnny Green of Audi A6 fame, photographer Maggie Lynch, two executives from the LVMH office in Paris, six executives from the LVMH office in New York, two executives from the New York-based Cohn and Wolfe public relations company and a crew of about 15 production professionals from the US.
