Even Dorothy say’s “there’s no place like home”. I think
even Coco Martin appreciated the fact that MAX’S RESTAURANT made way for him to
finally return home, when Max introduced
him to the media as its newest brand endorser
Coco made it as a team member of Max’s Restaurant in Fairview way back in 2000
– 2001 while finishing a degree in hotel and restaurant management. His launch to fame came slow but started in
one fateful day while serving customers inside Max’s Fairview.
A customer asked him to smile and then handed him a calling card and an
offer that will forever change his life.
That man was Rene Dela Cruz who became his bridge to an ABS CBN audition
with Johnny Manahan and an opportunity to be part of the illustrious Star
Magic.
He was supposed to be launched as part of the same batch
with Heart Evangelista but decided to follow the advice of his Lola to finish
his studies first before entering showbiz.
And the rest, as they say, is history.
Initially, Coco struggled
as he consistently strived to make a mark in a highly competitive industry with
an audience that is always keen on seeing fresh talents. After persistence and a clear vision of his
dream, the public took notice of Coco as a serious actor and a matinee idol
whose fame has crossed over to countries in Europe and Asia. His life has never been the same again.
As for the Max’s Restaurant Marketing Director Edgar Allan
Caper, “Coco captured our attention because of
his life story. In a lot of ways, he
shares values that are inherent to Max’s – passion for what you do and love for
the Filipino family.
Mr. Caper also mentioned that the relationship between Max’s
and Coco Martin is an affair that is really waiting to happen. It’s more than a perfect match, and may even
be considered as a “Divine” experience as they aptly put.
“There is of course a science involved in the
selection.” Mr. Caper explained to the
press last January 15 (Tuesday) during the conference. Coco Martin was the perfect match for the 70
year-old Filipino Restaurant based on a survey conducted by TNS (Taylor Nelson
Sofres). His inclusion on the survey was
not by chance either, Coco Martin is one of the most sought after young actor
today (across all ages) made popular by his appearance on the ABS CBN TV show
“Walang Hanggan” and now as the lead character in the upcoming adventure series
“Juan Dela Cruz.”
“We saw in Coco a great Filipino story of perseverance and hope with
which Max’s was also built on. We see a
great connection between Max’s and Coco and
that’s why we believe we have found the perfect partner for Max’s,” added
Caper.
Max’s latest TV commercial featuring its newest brand
ambassador was filmed by no other than award-winning director Brilliante
Mendoza.
“We prepared for
this project by really understanding the message of Max’s. We want to translate
this through a stimulating story that communicates the parallelism of Max’s
heartwarming story with Coco’s own struggles
and successes. This is my first time to
collaborate with Max’s and Coco for a TV campaign and I feel honored to be part
of this project,” said Mendoza
during an interview.
Max’s TV commercial opens with Coco,
casually talking about his life journey, while delectable images of his
favorite Max’s meals are dramatically invade the senses. Viewers also get a cinematic feel as Coco reveals the challenges that he had to overcome as an
actor and the path that he chose in order to achieve success. This message that was explicitly conveyed in
the commercial validates why Coco Martin was chosen to join the roster of Max’s
growing family of brand ambassadors.
“Hard work reaps
its benefits. This is the parallelism between Coco Martin and Max’s. We believe
that just as Max’s sarap to the bones fried chicken is the perfect pair to any
occasion, Coco Martin is also the perfect match for Max’s,” said Caper.
What out for the second TVC is scheduled for release in
February featuring Coco Martin’s Favorite Max’s Treat.
Max’s is one of the country’s leading fast-casual dining
restaurant and in 2015; they will mark another milestone in the Philippine
Restaurant industry as they celebrate their 70th year anniversary.
Kudos to Coco and Max’s
Restaurant, a team-up that goes beyond the term of home.
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