8. AGA MUHLACH
Winning endorser quality: Even before Piolo Pascual, John Lloyd Cruz, and Dingdong Dantes were born, there was Aga Muhlach–the quintessential Pinoy dream boy whose cute, dimpled smile and almost hypnotic appeal makes everyone, man and woman alike, buy the products he endorses–either hoping to be closer to him, look like him, or be like him.
With the highest asking price per product endorsed for local male celebrities, Aga's effectiveness goes beyond boosting sales: with his charm, he also has the ability to improve a product's image.
Why advertisers like him: "May slight pagka-washed up, so may nostalgia factor. Cuteness na nga all by himself, may halong yumminess pa ng idealized 'good old days,' as if these days were any better. Hinaluan pa ng charity angle, [thanks to] Jollibee, so [reinforced] ang babyface quality niya ng kawanggawa sa mga tunay na babyface by way of donating toys to children: Cherub ang appeal niya, malaanghel." –Angelo Suarez of Ace Saatchi and Saatchi
New on his list: Sun Cellular, Solmux Cough Medicine, Quaker Oats, Promac Appliances, Bobson Apparel
Past endorsements: Argentina Corned Beef, Selecta, Jollibee
7. ROBIN PADILLA
Winning endorser quality: Dubbed in the '90s as "The Bad Boy of Philippine Action Movies," Robin Padilla is now clearly considered the opposite–focused, spiritual, and determined. In a way, he symbolizes hope and second chances.
This ultimate Pinoy macho man has gained and regained, through the years, the kind of credibility and charisma that would make consumers trust in his product choices.
Why advertisers like him: "Machong makinis, bargas kahit pogi: relatable at the same time aspirational. May Muslim angle pa, so game na game ang ibang taong i-exoticize siya… Puwedeng analogy dito ang sitwasyon ng Filipino artist na kumukuha ng grant sa ibang bansa, na binibigyan ng ibang bansa ng grant precisely para gawing spectacle ang pagka-Pinoy niya: automatically hip siya dahil may inherent postcolonial slant ang trabaho niya, at lalong nararamdaman ng mga institusyon na hip sila pag sumuporta sila ng isang artist na may postcolonial flavor." –Angelo Suarez of Ace Saatchi and Saatchi
New on his list: Trust Condoms, Liveraide Capsules, Lee Jeans, Revicon Forte Multivitamins, Lungcare Plus Food Supplement, Talk 'N Text, Rexona Deodorant
Past endorsements: Islander, Beer na Beer, Argentina Corned Beef, Dutchboy Paints
