During a house tour vlog, fashion plate "Hurt" flaunts an Orocan Koolit ice box that's so stylish, its handle is wrapped in a twilly scarf. It comes with a free ice scooper and enough space for a frozen heart, in case she needs a transplant post-haste.
Lacking the budget for a superstar celebrity endorser, GIGIL ad agency summoned shape-shifting comedian Paolo Ballesteros to get people to buy "ang plastic na totoo (the real plastic)." They're the same brains behind the mind-blowing RC Cola series of commercials that target Gen Z.
Sales of Orocan grew since GIGIL made advertising fun for what is an otherwise mundane product, but not enough to get that one celebrity they were hoping for. So they got a spare "Hurt" (or two—one impersonating a celebrity, and the other being an actual artificial heart).
Watch the full video here:
As the intro reads: “Nakabenta na kami, pero hindi pa rin namin afford ‘yung sikat na endorser. Kaya kumuha nalang kami ng kamukha niya."
The ad trended overnight, with 12,000 likes, 3,900 shares, and 1,100 comments as of writing.
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Now, the big question: who is "Hurt" inspired by? The brand made no specific mention, but the internet seems to have no problem piecing it together.
In the comments section, netizens made mention of actress and socialite Heart Evangelista whose lavish lifestyle appeared to be the inspiration for the whole commercial.
It didn't take long for Evangelista to notice. In her Instagram stories, she took a video of the accompanying billboard for the campaign, as shared by GIGIL's creative head Herbert Hernandez.
"And this is what I love about this icebox, since it can keep the cold for at least a day, I can now bring my spare heart. So in case you know, anything should happen to me and I would need a heart replacement, they would just have to look inside my bag," a line in the parody said.
