By Edgar O. Cruz (The Philippine Star) | Updated April 22, 2016
MANILA, Philippines – Now this is interesting — TVCs (television commercials) featuring actors in high-rating romance comedy series are on the rise during primetime.
Coco Martin and Simon Pineda a.k.a. Onyok in FPJ’s Ang Probinsyano, ABS-CBN’s primetime series that registered viewership meter readings in 46 percent high, have a running TVC for Ceelin Chewables.
Although its regular TVC played in the Kapamilya network’s Harapan ng Bise, the Vice Presidential Debates, the Ang Probinsyano version where Coco teaches Onyok the product benefits airs primarily in the primetime series.
There is also Enrique Gil as Simon Vicente “Tenten” Ibarra of Dolce Amore who pinwheels Lady’s Choice Tenten Pack on a cut pandesal before launching in a joyful dance number as the “Tenten/Tenten/Tenten” jingle play. You see, the product retails for P10 a sachet, a word play of his monicker.
Such advertising style is widely regarded as brand extension of using an established brand name or trademark in new products, so as to increase sales.
With the option to air it in parallel network/s or show/s, the brand stretching works in upping viewership or patronage by improving awareness that is beneficial for the core brand.
These TVCs are different from the traditional practice of paid-for insertion of consumer brands in film scenes of big stars such as Vic Sotto, Ai-Ai delas Alas, Alden Richards and Maine Mendoza in My Bebe Love.
Instead of airing regular TVCs, advertisers are offered the novelty of a package deal featuring the series characters. They push the advertiser’s products, frequently making it identifiable with the series. It then turns into its extension that creates top-of-mind and high recall.
The advertising style is seemingly an update of Bianca Manalo as Tiffany and Nico Antonio as Tolayts of the wrapped-up James Reid and Nadine Samonte starrer, On the Wings of Love, in the 30-seconder Mang Inanal Snack Sarap, Panalo campaign.
Not widely known is that the TVC came with a full-length spoof of the drama series genre titled Cinsado de Merienda (Nakakasawang Merienda) Unang Aklat. It even comes with a bloopers feature.
While it aired in On the Wings of Love, it also aired in other networks due to its general interest format not necessarily tied up with the rom-com.
ABS-CBN creatives even came up with a spoof of a spoof in the opening of the pilot episode of Funny Ka Pare Ko, the Bayani Agbayani and Karla Estrada starrer. The comedy series airs on Cine Mo! (SKYcable, Destiny Cable), ABS-CBN TVplus and other ABS-CBN TVplus’ exclusive channels.
The opening sequence, an entertaining parody of Coco and Simon’s “misteryosong black box” TVC featuring the Funny Ka, Pare Ko cast. It revolves around the viewer-pleaser subject of our national appetite for adobo.
Many variations can be created out of the TVC-for-teleseryes format as determined by advertiser objectives. But the system works on minimums like campaign budgets, including number of ad placements that can run, for sure, into millions of pesos with expected big return of investments.