SUMMARY
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MANILA, Philippines – It looks like an airline might be added to the growing list of endorsements for the viral fictional couple #AlDub, who appear in the Kalyeserye portion of noontime variety show Eat Bulaga.
The airline company particularly wants actor and TV host Alden Richards – one half of #AlDub – to be its endorser.
“Gusto nga namin si Alden (Richards) as endorser. Nililigawan pa,” an executive of an airline told reporters during a casual dinner in Makati City in late October, without disclosing further details.
(We want Alden as endorser. We’re still courting him.)
It has been years since the airline tapped a celebrity for an endorser. One of its campaigns in early 2000s featured an international singer who appeared in and sung the TVC jingle for the airline.
Phenomenon
With Twitter Asia-Pacific and Middle East Vice President Rishi Jaitly declaring “#AlDub as a “global phenomenon,” several companies – from an international food chain to a mobile phone manufacturer – want the viral tandem to be their latest endorsers, which reportedly boosted sales for some local firms.
The tandem of Alden Richards and Maine Mendoza has already secured several major endorsement contracts with the local unit of international fastfood chain McDonald’s Corporation, TNT (rebranded Talk ‘N Text) of dominant telecommunications firm Philippine Long Distance Telephone Company (PLDT), Coca-Cola, Zonrox, and Bear Brand Adult Plus. (READ: #AlDub intensifies network wars, boosts brands’ sales)
Mendoza has two separate TV endorsements – 555 Sardines and O Plus mobile phone with comedian Wally Bayola, who plays her Lola Nidora in the kalyeserye.
The unlikely duo’s budding romance on screen has also posted through-the-roof ratings for the 36-year-old show Eat Bulaga.
The couple also has channeled its popularity to rally support for a worthy cause.
On October 24, thousands of fans paid ticket to see the on- and split-screen couple united in a concert and anniversary presentation of the noontime show that filled the Philippine Arena in Bulacan.
The “Tamang Panahon” event benefits the AlDub library project, where 100% of the ticket sales from the event will be given to the 3 elementary schools they have chosen as beneficiaries.
Also, as a gift to the #AlDub fans and supporters of Eat Bulaga, the grand event was aired over GMA Network commercial-free.
The event generated 41 million tweets with their hashtag #AlDubEBTamangPanahon, according to a release from Twitter on October 26. This breaks their previous record of over 26 million tweets generated for their first date episode in September.
According to Twitter, it also broke another record previously set by the World Cup’s Germany versus Brazil match in 2014, which pulled in 35.6 million tweets. – Chrisee Dela Paz/Rappler.com
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