The spot, part of a 30 million peso (US$551,470) campaign, is the first created by TBWA\ Santiago Mangada, which won the brief to take the brand battle to Champion's multinational rivals such as Mr Clean, Surf and Tide. In the spot, which is running in Metro Manila and key markets in the country, Mel Tiangco, news anchor of GMA 7's 24 Oras, tells the audience that the reason they have never heard of Champion detergent is because the manufacturers have been working to perfect its formula over the past 27 years. Tiangco also notes that the brand is a leader in parts of Northern Luzon and the Visayas region and ends with the tagline, 'There is only one Champion'.
TBWA clinched the brief following a four-way battle against JimenezBasic, Dentsu and Blue Bottle, a design boutique which has been handling part of the business.
Jimmy Santiago, managing director of TBWA\SMP, said Champion was ready to face its better-known rivals as it was confident the cleaning efficacy of its improved formulation was comparable to, if not better than,the competition's.
TBWA clinched the brief following a four-way battle against JimenezBasic, Dentsu and Blue Bottle, a design boutique which has been handling part of the business.
Jimmy Santiago, managing director of TBWA\SMP, said Champion was ready to face its better-known rivals as it was confident the cleaning efficacy of its improved formulation was comparable to, if not better than,the competition's.
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