Everything that happens in the RC Cola Universe operates in the "basta" mentality of Gen Z that says not everything in life has to make sense, at least at the literal level even for advertisements.
However, in its latest film released Thursday, its creators from GIGIL agency borrowed a concept that's very familiar without departing from its usual odd strategy.
Watch for yourself:
In real life, there's no such thing as a talking set of dentures, more so a womanizing one. But a fuckboy? It may be a period term (used by Gen Z and millennials), but everyone knows a babaero in their lives. It cuts across generations.
In the case of RC Cola's latest ad, it's Paquito the fuckboy pustiso that is under scrutiny. Before it was launched, reportr got to see the film in full and asked one of its creators what exactly they were trying to do this time, more than the usual "basta lang".
Of course, there's a product being sold here, in continuation of the American soda brand's bid to compete with industry goliaths. Its RC Qute that contains the same soda formula but this time, it comes in a 270 ML bottle, which is more than the usual 200 ML drinks offered by competitors.
Picking up from the first two films that were based on the "Basta Masarap, RC Cola" messaging, now it's "Basta RC, mas marami," copywriter Dionie Tañada told reportr.
Whether you want to connect that to Paquito's problematic womanizing, or to that glass of water that overflows everytime he miserably tries to explain himself, GIGIL always cautions against taking their ads too literally.
"Ngayon naman, basta marami RC. Sa susunod hindi natin alam kung anong klaseng basta naman," he said.
