Ad Nut
Sep 13, 2019

Legendary Filipino vocalist sings an ode to old outfits

THE WORK: 'When I Shine With You' for Ariel Instashine.

Ad Nut is not at all pleased to bring you what is billed as the world's "first-ever laundry musical", starring legendary Filipino performer Lea Salonga. 

The brand has reunited Salonga with some of the outfits she wore during her illustrious, decades-long Broadway career—from a childhood role as Annie to her Tony-winning turn as the lead in the original production of Miss Saigon. The hook, if you haven't guessed, is that Ariel Instashine brings old clothes back to life.

Sometimes, when a brand has a high-level ambassador, they don't ask that person to do much (see "Ronaldo's Shopee ad is gloriously ridiculous"). But here, Ariel is literally making Salonga sing for her supper, alongside some of her mentees from the Philippines version of The Voice.

Unfortunately, the brand hasn't given her good material to work with. "These clothes hold meaning in my life," she croons. "That forever I'll be keeping. And it all began when I shine [sic] with you."

It doesn't really compare favourably with, for example, Eponine's big number in Les Miserables, does it? Perhaps that's because instead of tragic, unrequited love, Salonga is singing about laundry. 

Even if the brand is presenting this in a tongue-in-cheek way, it makes Ad Nut very sad. In fact, Ad Nut is going to go and watch the below video on repeat in an attempt to wash away all memory of 'When I shine with you'.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

6 hours ago

Kraft Heinz CMO: Ecommerce 'a hit to profitability'

As ecommerce retailers undercut each other with discounts, brands' profit margins are becoming squeezed.

7 hours ago

The often-hidden costs of in-house agencies

The founder and CEO of marketing consultancy TrinityP3 uses a side-by-side comparison to dig into the costs you might not have considered.

8 hours ago

Ice cream anime: Magnum tells 'pleasure tales'

The Unilever ice cream brand debuted two lovely little animated films at Sydney's Japanese Film Festival.

9 hours ago

Is the whole greater than the sum of its parts for ...

AGENCY REPORT CARD: As Zenith, Starcom and Spark Foundry meld together under the group's 'Power of one' philosophy, we grade them as one entity for the first time.