In a vibrant fusion of past and present, Closeup has unveiled a groundbreaking campaign that breathes new life into the cherished love song ‘Closer You and I’. The Manila-based toothpaste giant has chosen this moment to link arms with the new wave of Filipino talent, showcasing a reimagined version of the song that has been a staple of romantic expression since its original release.
A New Chapter in Musical Romance
Crafted with creativity by MullenLowe TREYNA, the campaign introduces a 2024 rendition of the iconic tune, now led by the soulful voice of Adie. The spotlight also shines on the dynamic duo Donny Pangilinan and Belle Mariano, known collectively as DonBelle, who bring the narrative to life in the campaign’s captivating film. This collaboration not only marks a significant evolution in Closeup’s brand journey but also melds the warmth of nostalgia with the freshness of today’s trends.
Bridging Generations with Melody
The essence of Closeup’s ‘kilig’ – a Filipino term describing the exhilarating feeling of romantic excitement – is masterfully encapsulated in this new version, appealing to both loyal followers and the hearts of the younger demographic. The campaign’s core ambition is to celebrate the delightful moments of love, echoing the brand’s longstanding commitment to fostering connections that transcend time.
Gino Padilla, the original voice behind ‘Closer You and I’, expressed his admiration for the updated rendition, praising Adie for his exceptional interpretation. “The new version sounds great… It’s a great privilege and honour to be part of the Close Up brand,” Padilla remarked, acknowledging the song’s enduring legacy linked to his name and its continued blessing.
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A Legacy Reborn
The launch of this rejuvenated single, featuring the synergistic pairing of Adie and DonBelle, has already captivated over a million viewers, signaling a vibrant new era for Closeup. This campaign not only celebrates the brand’s rich heritage but also its forward-looking vision, embracing change while staying true to the essence of love and connection that has always been its hallmark.
As Closeup charts its course through 2024, this campaign stands as a testament to the timeless power of music and love, uniting generations and sparking joy in the hearts of many.
