MANILA, PHILIPPINES – Styles may come and go, but there’s no denying the appeal of a classic. Commuters got a shot of old school charm last week as Bench unveiled their latest campaign via the brand’s iconic EDSA billboards. Entitled, “Be the Leading Man”, the campaign by award-winning agency TBWA\ Santiago Mangada Puno highlights the Bench Barbers Pomade line of men’s grooming products with a hearty throwback to the matinee idol looks of the ‘50s and ‘60s.
Fresh-faced, impeccably coiffed, and exuding nostalgic energy, the campaign uses today’s Bench endorsers to honor the big screen heroes of yesteryear: Ruru Madrid pays tribute to critically acclaimed actor Leopoldo Salcedo, fondly remembered as much for being “The Great Profile” as he was for his award-winning roles. With his easy smile, David Licauco effortlessly channels Philippine Cinema’s favorite baby-face, Jose Mari Gonzales. At the same time, Teejay Marquez brings to mind beloved musicals with a look inspired by the incomparable Nestor de Villa. Finally, Kiko Estrada brings an edge to the lineup with an action movie-worthy look, perfect for facing down the bad guy or romancing his leading lady.
Fans and fashionistas alike can check out the brand’s IG page for more, as digital support for the campaign includes easy tutorials to achieve each look, along with a guide to each individual product in the Bench Barbers Pomade line.
With the arrival of “Be the Leading Man”, Bench isn’t just presenting Filipinos with a new product line, but a bold statement in and of itself – the classics are back, and they’re here to stay.
