PHILIPPINES, NOVEMBER 2010 – The Belo brand–including the Belo Medical Group offering services and Belo Essentials for the products–is known for flaunting the faces and bodies of its celebrity endorsers. It’s a surprise to see Belo Men spokesperson, Derek Ramsay do a little more than show some skin in his TV commercials directed by Quark Henares for Belo Men Oil Control Face Wash.
In one TVC, “Blot”, Ramsay plays a Pinoy Henyo-style guessing game with friends, up until one of them smudges the word on his head with excess facial oil. In another commercial, “Car”, the same friend polishes a car until Ramsay comes along to point out the shine on his face instead. The friend curses him in Filipino and leaves Ramsay bewildered by the violent reaction.
In the era of billboards and branded “faces” , it is refreshing to watch an ad showing a situation with a celebrity leading up to the brand, rather than just Ramsay touting the product. It also benefits Ramsay as it shows him as more than a hunk: the ads are funny, and far-flung from the usual drama or romance we see him in. This is something for other brands to consider before pairing their product up with another smiling or brooding celebrity.
DM9 JaymeSyfu is the creative agency behind the campaign, which includes the Belo Men website containing additional videos specific to the face wash, toner and body bar. Production house for the spots is Straight Shooters.
The Belo Men line was launched at The Establishment in Taguig City last month by Intelligent Skin Care Inc. managed by Cristalle Belo-Henares.
