*Press release for the Manila Standard
Members of the media and professional bloggers alike gathered last July 10 at the Visayas Function Room of Hotel Sofitel Philippine Plaza Manila as Sun Life Financial welcomed well-renowned actor Piolo Pascual as the newest addition to its roster of celebrity endorsers for their It’s Time! campaign.
The multimedia project officially kicked off July 2009, bringing to the forefront the likes of Pia Magalona, Bam Aquino, PBA Player James Yap and son James Jr. as its advocates.
In photo (L-R): Head for Marketing Services Mylene Lopa, Piolo Pascual
and Chief Strategic Marketing Officer Greg Martin
Strategic Marketing Director Greg Martin opened the event with a presentation on financial stability in the Philippines
The event also marked the launch of the new Sun Life TV commercial featuring the 33 –year old heartthrob along the streets of picturesque Binondo. What initially seems to be a harmless night run unexpectedly comes across what could be a life-altering event. Piolo’s personal views on life and its uncertainty coincides with the realizations presented in the TV advertisement. Known to be pursuant of many aspirations, Piolo has not only dabbled into acting, but also into producing, designing, singing and just recently, photography and triathlon. Yet, he also admits that life holds no guarantees and as such, believes in the importance of protecting one’s dreams. “Success and money will not be here forever. Life is fleeting so it’s important to save up and to do it now.”
Spanning a total of 115 years in the industry, Sun Life prides itself with a stable, quality organization that not only aims to top statistics, but also to help alleviate the plight of the poor. Thus, they have developed a number of plans that cut across not only through the A and B markets but also to the C class and those living in the provincial areas. “We have made them (plans) more affordable. We have a P500 per month plan, as well as a P50 personal accident insurance plan so that everyone can avail of it,” explains Marketing Head Mylene Lopa.
It is for this same reason that Piolo decided to take on the task of being the organization’s latest spokesperson. “I like the fact that they’re aggressive, that they’re very compassionate people and they’re the number one financial group in the market. That, for me, is security already.” He believes that the key to the tie-up’s goal is to inspire people. At the press conference, he solicited the help of the public in spreading the word – to raise awareness so that advocacy may be transformed into actions.
Recently, Piolo teamed up with Sun Life for the Sunpiology 2010 Project, where a calendar featuring the best of Piolo’s travel photos was produced. Funds go straight to the Hebreo Foundation – a charitable institution focused on sending poor kids to school that he founded together with his siblings.
A 2011 planner with Piolo’s self-made portraits is already underway, and is due to come out during the last quarter of 2010, proceeds of which shall again merit the Hebreo Foundation.
*NOTE: This is the same article I wrote for the Manila Standard Today on July 2010. Same content, same picture, same everything as in the one that came out of the paper. I’m not sure what day it was published though in July, neither do have a copy though of the newspaper that day (sigh).
