MANILA – Old favorites get a hot new twist in a new spot by TBWA\Santiago Mangada Puno for Oishi Prawn Crackers.
“Oishi Prawn Crackers has been a well-loved snack for over 40 years but some people, especially the young, see it as an “old” snack. A few years ago, a spicy variant, Spicy Oishi Prawn, was launched. Just like what happened to the snack, we wanted to spice up an old favorite,” the agency told adobo.
“We took Cyndi Lauper’s hit “True Colors” and gave it a younger sound. It became the soundtrack of the film that celebrated the true feelings and reactions of those who eat and enjoy the snack,” it said.
The ad, featuring the brand’s endorser Elmo Magalona, shows a group of young people hanging out on a hot day, dripping with sweat, guzzling water, and of course, snacking on Oishi.
Pushing the idea that “when things get hot, the truth comes out,” the ad plays up the “kilig” factor with Magalona’s character developing a heart-shaped sweat stain on his shirt after locking eyes with his pretty friend.
The film was launched on YouTube in late July, and has since had almost 300,000 views.
According to TBWA, ‘YouTube was our main channel because viewership is very high for the youth. YouTube is also one of the most visited websites in the country.”
A 30s and 15s version is running on TV. The full film can only be seen online. View the spot:
Campaign credits
Melvin M. Mangada – Chief Creative Officer
Marci Reyes – Executive Creative Director
Chino Jayme – Associate Creative Director/Copywriter
Dennis Claveria – Art Director
Pia Ugarte – Art Director
Sunny Lucero – Agency Producer
Francis Bagnes – Agency Producer
Portia Catuira – Managing Director
Noelle Segundo – Account Director
Chrissie Reyes – Account Supervisor
Nani Naguit – Director
Jasper Perez – Arranger
Kiko Po – Editor
Aurie Anden – Colorist
