“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.
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.”
Aside from these facts, Coco Martin has a warm history with Max’s Restaurant.
Coco Martin’s Humble Beginnings with Max’s
It was not an instant journey to fame for Coco Martin. Raised by his doting ‘lola’, 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 advise 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.
“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.
Coco Martin and His latest Max’s TVC
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.
The shoot happened during the last week of October and the first week of November last year and was released immediately before the Christmas Season. According to Max’s marketing team, there are two more commercials featuring Coco Martin that will come out. The second TVC is scheduled for release in February.
Coco Martin’s Favorite Max’s Treat
Coco Martin reveals that aside from the ‘Sarap to the Bones’ Max’s Fried Chicken, he is also in amoure with its Crispy Tadyang. However, this dish is an exclusive recipe that can only be found in Max’s Restaurant in the US. But thanks to Coco, we might be able to taste this awesome dish soon here in the Philippines. So that’s another new development from Max’s Restaurant that will surely delight all local food adventurers.
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.
Congratulations to Max’s Restaurant and also to its newest brand endorser Coco Martin.
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