By now it can only be said that
Smart Communications is a master at getting foreign celebrities to be its brand
ambassadors. When in May 2020 they got Hyun Bin, then recently a big name due
to “Crash Landing on You,” to shoot an ad for their “Smart Ako” campaign,
customers were impressed. Then they got his leading lady Son Ye-jin to do
another ad, and the Netflix-watching public was blown away. Smart countered
Globe’s engagement with Blackpink by getting BTS as brand ambassadors. Three
pillars of contemporary South Korean entertainment for Smart? That was incredible.
But snagging Captain America? Now Smart is just flexing.
It is true, oh so true. Chris
Evans, Captain America of the MCU, is the latest brand ambassador for Smart
Communications as told by Cosmopolitan PH.
The major Philippine wireless telco surprised customers and curious fans anew
when on Thursday, March 4 they released a new commercial featuring the
Hollywood actor in line with their current advertising campaign: “Live Smarter
for a Better World.” The ad features Evans as himself, but the monologue he
gives throughout the commercial could have easily come from the Star-Spangled
Man with a Plan that he portrayed for Marvel Studios.
The ad sees Evans racing through
an elevated coastal highway on a motorcycle, musing how people have individual
beliefs pulling them in different directions, but reminding listeners that our actions
affect the world. He notes that the world is on “reset,” referring to the global
pandemic and the start of recovery. But that leaves people with a choice: to
live just “good,” or live “better.” Like the stars of “Crash Landing on You,”
Chris ends his commercial with the now-familiar Filipino reply: “Simplé,
Smart Ako.”
As Smart senior VP Jane J. Basas
puts it, working with Chris Evans was an honor for the telecom provider. “He
captivated the world for being a hero not just in film but also in real life by
using his influence to help shape a better world for all,” she says. “By
lending his star power and appeal to support our campaign, we hope to inspire
more people to bring out the hero within them and unleash their own power to
help change the world—one positive action at a time." With Captain America
giving voice to those sentiments, that outcome appears even more likely.
Image courtesy of The National
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