After featuring YouTube stars and trapping men in refrigerators, Nescafe Philippines now recruited giant robots in a hilarious online video promoting one of its instant coffee brands.
Nescafe’s long-time endorser rock band Parokya ni Edgar and funny man Ramon Bautista stars in the online spot created by MRM Manila to promote Nescafe 3in1 Original with improved taste and 20% more coffee.
Piloting a giant robot named EDGAR, which stands for Earth Defense Giant Automatic Robot, the band fights an obnoxiously dressed alien invader named Rebolto played by Bautista.
Reminiscent of Japanese superhero TV shows, Jim Guzman, account director of MRM Manila, told Marketing that campaign can easily be identified by its target audience of young professionals from 20 to 30 years old.
“MRM Manila wanted to communicate this in a fresh and novel way, at the same time sustain the brand love that Nescafe has attained with the youth today. They are also the generation that grew up watching Japanese superhero shows- the peg for the EDGAR campaign,” he adds
Esmeria, played by cosplayer and singer Mayumi Gomez, drops from space to warn the six-man crew about Rebolto and his attack on Earth. The villain with his equally funny looking robot appeared soon after, starting a comical battle with Parokya ni Edgar’s hidden robot.
In true Japanese robot fashion, the band summoned a giant mug filled with Nescafe to conclude the fight. It turned out that Rebolto’s rage can only by quelled with a tasty cup of coffee which he shared with Parokya ni Edgar as they saluted the sunset on top of their robots.
The video has steadily gained views on YouTube since it was launched last 22 April and now boasts 243,706 views as of writing.
Guzman said the campaign will also make the rounds on radio and on-ground activations, possibly similar to the highly successful “Sarap Ice Cold” dance craze launched last November which involved an augmented reality game set-up in major malls.
Executive Creative Director: Budjette Tan
Creative Director: Ron Roman
Senior Art Director: Bojo Torres
Art Director: Jason Concepcion
Copywriters: Mykee Alvero/Bow Guerrero
Account Director: Jim Guzman
Account Manager: Lyn Woo/Chin Taguines
Community Managers: Maebel Chan/Josh Lunzaga
Director: Avid Liongoren
Producer: Jho Moya
Production House: Unitel Productions