The Captain America star becomes the telco giant’s newest international endorser — and first Hollywood A-List brand ambassador.
Chris Evans, best known for his role as the iconic Captain America, was recently unveiled as the face of Smart Communications’ “Live Smarter for a Better World” 2021 campaign. The surprise coup was retweeted by Smart Communications, Inc. Chairman Manny V. Pangilinan on his own official account, Thursday, March 4.
The Hollywood actor appeared in a two-minute commercial that concluded with Chris declaring “Simple, Smart Ako!”
The world-class commercial was helmed by by Pascal Heiduk. a German-born director who has worked with the likes of Hugh Jackman and Lewis Hamilton; and has done commercial film work for renowned brands such as BMW, Montblanc and Mercedes Benz AMG.
“Simple. Down to Earth”
This was how Filipino photographer Filbert Kung described the Hollywood star during a two-hour shoot for the campaign’s print components. Filbert and his team flew to Boston for the shoot and followed strict COVID-19 protocols in producing the materials. “While the shoot was initially set for LA, we had to move to another state that was safer that time [in terms of COVID-19]. Plus, he’s from Boston so it’s more convenient,” says Filbert in an interview with PeopleAsia.
“Ive seen him before when I photographed for the Golden Globes before and the foreign press always described him consistently: down to earth!” adds Filbert.
Live Smarter
Through its “Live Smarter for a Better World” campaign, Smart intends to inspire people to commit to sustainable actions with lasting, positive impact to society. The brand encourages everyone to ignite their passions to help change the world for the better.
Over the years, Smart has been known to support and promote various causes, including gaining a strong foothold in innovation, sustainability and nation-building.
Smart has also been empowering Filipinos with simple and easy access to cutting- edge technology. “There’s nothing like the current challenges the world is facing to make us all realize that we are all interconnected, and that our personal actions have broader impact. Through our ‘Live Smarter for a Better World’ initiative, it is our aim to create that spark in everyone to help change the world for the better rather than just settling for ‘good’,” said Alfredo S. Panlilio, Smart Communications’ President and CEO.
Almost two years since Avengers: Endgame hit theaters, Chris remains as one of the world’s most popular and well-loved Hollywood actors, having starred in a string of Capt. America films, which culminated in Endgame.
The film remains the highest-grossing film, earning more than $ 2.79 billion at the worldwide box office.
Last year, Chris launched A Starting Point, a civic engagement platform where he interviews various US politicians and stakeholders in minute-long videos to discuss American policies and newsworthy topics.
“We’re truly honored to collaborate with Chris on this project. He captivated the world for being a hero not just in film, but also in real life by using his influence to help shape a better world for all. By lending his star power and appeal to support our campaign, we hope to inspire more people to bring out the hero within them and unleash their own power to help change the world–one positive action at a time,” adds Jane J. Basas, senior vice president and head of consumer wireless business at Smart.
