Recently, with Max’s Restaurant, I’ve been seeing vibrant changes in the global Filipino brand, especially with exciting billboards, a new TV commercial and the recent announcement of a new brand ambassador, Coco Martin. Known for being one of the most enduring restaurants today with almost seventy years of colorful history, Max’s has successfully transitioned to capture the younger and more adventurous niche of Filipino diners with its creative marketing strategies and innovations.
“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. This is how Max’s story unravels everyday,” shared Edgar Allan Caper, Marketing Director for Max’s Restaurant.”
Coco’s Humble Beginnings with Max’s
Good things come to those who wait. It was not an instant journey to fame for Coco. Raised by his doting ‘lola’, Coco followed his grandmother’s advice to prioritize his education before venturing into the limelight. Coco patiently finished his degree in hotel and restaurant management before entering the film industry as an actor. 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 matinée idol whose fame has crossed over to countries in Europe and Asia. His life has never been the same again.
“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.
Unknown to many, Coco worked as a young server at Max’s Fairview in 2001 before he became the illustrious actor that he is today. It was his experience at Max’s that has actually paved the way for this unassuming talent to be discovered. One of Coco’s customers saw great potential in him while he was busy serving Max’s delectable home-cooked dishes to diners. Coco’s ‘customer’ turns out to be a talent scout from one of the leading television networks in the country. He invited Coco for an audition and to explore acting as a profession.
Coco’s TV Commercial for Max’s
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 scenamatic 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.