Chris Evans channeled Captain America for his Smart Communications commercial that debuted Thursday, posing this question to a world that is battling the COVID-19 pandemic: What will you do with a second chance?
Like Cap that he played on the Marvel Cinematic Universe for nearly a decade, Evans dared the human race to do good, or live smarter, that's when the endorsement kicks in during the two-minute video.
Semi-bearded and sporting a leather jacket, Evans rode a motorcycle as he recited his spiel. The dark, moody feel is straight out of Captain America: The Winter Soldier where he outran Hydra agents for most of the movie.
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"If the world gives us a second chance, what would we do? Should we do good or should we do better? Should we push for what we beleive in? Should we empower others to speak and have their voices heard but rise to save what we can while we can?" he said.
At around this time of the mini-film, Evans was walking across giant video screen flashing new normal scenes in the Philippines -- video calls and online classes.
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"Share more knwoledge to build and not to destory, show the ways to heal and not to hurt. Let's try to live smarter to make the world better," he said.
"The world is now on reset and is giving us a btter chance. We have it in our hands to do better. How do i know this? Simple, Smart ako," he said. That was the only time he mentioned the brand.
At no time during the ad did Evans hold a Smart phone or hold a Smart logo. Some scenes, however, had the telco's signature green hue.
The Evans ad debuted four days before third telco DITO fires up its cell sites in Cebu and Davao and as Smart's chief rival, Globe, turned to K-Pop for its star endorsers.
Twitter, true to form, was both excited and skeptical. Yes, Cap spoke one Tagalog word, ako, with a thick accent. However, that ad budget could have been spent to improve services that has become a lifeline, literally, during the pandemic.