Pacquiao's role in the commercial made front-page news when it was revealed that his long-time rival Mexican Erik Morales was in Manila to shoot the ad.
The San Miguel commercial, by McCann Erickson, plays out a party scene in which Pacquaio is the centre of attention. A girl whispers in his ear, asking if he is "prepared for another round".
Morales enters and Pacquiao confronts him, but the tension disappears when Morales tells his opponent that he is matchless, like San Miguel Beer.
Print and poster executions, featuring Pacquiao and Morales side by side, will also be rolled out.
"The story of two rivals, real fighting men with a history of fierce competition, coming together over a bottle of San Miguel, is perfectly consistent with the essence of the brand," said Ramon Garcia, assistant VP, McCann Erickson. "This is the kind of story that only a leader can do credibly and in a powerful way. The qualities that these two men typify are leadership, heroism, pride and authenticity. Good taste is also communicated, both implicitly and explicitly, in this story. It is a tale to which the Filipino drinking man of any age and from any walk of life can relate."
The campaign will look to shift a growing perception among young Filipinos that San Miguel is a ‘dad's beer' The pale pilsen brand has been losing ground to Red Horse, a cheaper and stronger beer also owned by San Miguel Corporation.
San Miguel Corporation controls 90 per cent of the Philippines beer market, and saw net income grow by 15 per cent in 2006 over the previous year, to US$83 million. The company generates around four per cent of the Philippines' GDP.
Pacquiao, the world super featherweight champion, is a household name in the Philippines and a regular brand endorser. He appeared in a Nike ‘Just do it' poster campaign in November.
