Piolo Pascual

Piolo Pascual is one artista known for his pakikisama. For someone who has reached the nose-bleed heights of stardom, this trait is certainly rare and totally admirable. No wonder then that Max’s Restaurant relies heavily on the young actor’s loyalty to endear itself some more to the Filipino’s heart and palate.

During the launch of Max’s newest TV commercial at its flagship store on Scout Tuazon, Quezon City, Piolo couldn’t contain his happiness at this latest development in his already stellar career as a bankable endorser. What makes him giddy and giggly even more is that this TVC reunites him with the charming Isabel Oli. It will be recalled that the former model Olivia Daytia became so famous as “Isabel” that a name-change for the budding actress couldn’t be helped.

“It’s fun to be reunited with Isabel. Ang laki ng pinagbago niya! She has blossomed for the better. I’m glad na pinagpatuloy n’ya ang pag-aartista…at nagkaroon pa ng boyfriend!” Piolo, 32, says, poking fun at the hapless and terribly shy Isabel.

“I’m undeniably blessed and grateful and happy kasi pangarap ng lahat ng tao to work with Piolo, kasi crush ng bayan ’yan! I was intimidated, at nahihiya ako sa kanya the first time I worked with him, but because he’s so professional, I’m now at ease with him,” Isabel says.

“Piolo truly embodies what the Max’s Restaurant brand stands for. He represents the wholesome and family-oriented approach of Max’s that has touched the lives of each and every Filipino for over 64 years now and still counting. Piolo is a Filipino who has reached international acclaim, thus he is the perfect endorser for Max’s, since we are also known and recognized worldwide even though we are a local Philippine-based company,” gushes Bobby Simborio, the assistant marketing manager for promotions and public relations.

Piolo’s and Isabel’s chemistry in their first pairing years ago was so electric that a series about their unrequited love was inevitable. The minimovie started as a story between childhood friends who made a promise (via a Max’s chicken wishbone, what else) that they would always care for each other. Their paths drifted, however—until Isabel (as a waitress at Max’s) spotted Piolo at a party at the resto. In the latest TVC, it is assumed that they again parted ways until they bump into each other again at a wedding reception at Max’s. Sparks fly and their romance is rekindled. Or is it?

The equally dashing Jim Fuentebella, Max’s VP for corporate marketing, explains: “At the back of our minds, the story needed to be played out. Everyone at one point in their lives went through something like this. They want to be kilig the same way Piolo and Isabel went through in their story. I’m sure a lot of people would like to see what the next chapter will be. It’s also our own way of showing the public how flexible and memorable Max’s is in doing functions and events.”

For his part, Piolo can’t be thankful enough for the resto’s trust in him. “I am very grateful to Max’s for this opportunity,” the swoon-worthy actor says. “Many of you may not know that Max’s is one of my very first endorsements.” At the rate fan hysteria is at an ear-splitting level, this won’t be the last either.

“My favorite food at Max’s are the spring chicken, pancit guisado and sinigang,” the actor shares. “Si Isabel, nakakaubos ’yan ng crispy pata mag-isa!”

“Piolo is part of the Max’s family.  Thus, our success is his success also. The partnership between Piolo and Max’s is very beneficial to both parties, since the two have become inseperable in the minds of both fans and customers who remain loyal patrons of the brand,” Simborio says.

To further burnish the brand’s already delicious image, restaurants in strategic locations are undergoing renovations. World-renowned designers Royal Pineda and Budjie Layug are doing the new look of Max’s. It incorporates everything that the brand wishes to communicate to its customers—maintain and propagate the Filipino tradition and values yet add a “contemporary feel to its uniqueness by embracing the innovation and vivacity of the present.”  The concept store at Alabang Town Center (Max’s ATC) is a striking example, as well as its bayfront store on Roxas Boulevard.

Piolo at present is back in France to attend the Cannes Film Festival, where Manila, an independent twinbill film he produced with Raya Martin and Adolf Alix as directors, has been invited for exhibition. A few weeks back he was in the City of Lights to film the adaptation of Lovers in Paris with KC Concepcion. Manila pays tribute to Lino Brocka’s Jaguar and Ishmael Bernal’s Manila By Night. Manila will have its world premiere as one of the six films chosen to have a special screening at the fim festival.

After Angel Locsin, whose entry into ABS-CBN was greatly made easy with her pairing with Piolo, it is hoped that KC’s baptism into prime-time TV will be smooth sailing with Piolo at her side. So, what about this notion that he falls for his costars while they are filming, then ignores them after the show wraps up?

“I’d rather talk about KC after Lovers in Paris. A lot of people think I’m on a per-project basis—that whoever is my leading lady, whoever is my ka-love team, ’dun daw ako in-love. I find that so unfair. Never naman akong nagka-affair sa ka-love team ko. Hindi naman ako nampapatos ng ka-love team ko,” Piolo tells a celebrity news web site.

“Piolo is a true leading man. I feel very happy to be his leading lady,” the cloyingly sweet KC intimated to Toni Gonzaga on Entertainment Live. Is she willing to be his leading lady in real life? “I don’t know yet. It’s important to me that he is consistent.”

It was a playful Piolo, however, who gamely answered a fan’s query on the possibility that he would fall for Isabel. “Isang letra lang naman ang pagkakaiba namin nang ex-boyfriend n’ya,” he laughs, while Isabel blushes no end at his side. [Isabel publicly split with young actor Paolo Contis late last year.]

On Max’s account, do innuendoes about its star endorser affect the management’s decision to hire him? “Max’s is never concerned with the intrigues or controversies routinely hurled at Piolo, since we know how kind and amiable he is as a person. Ask anybody in the show business industry and you would learn that he is the nicest celebrity there is,” Simborio assures. “This is the reason he represents Max’s, since he embodies the wholesome and friendly values that our customers have been accustomed to throughout the years.”

Next up for Piolo is a project that he will produce with his celebrity friends from their Bible study group. It will star talented comedienne Eugene Domingo in a movie called Kimidora. Dingdong Dantes is set to costar.

Business Mirror, Thursday, 21 May 2009 18:04