Client: Glade (SC Johnson) | Category: FMCG, Air Care, Home Fragrance | Scope: Integrated TVC Campaign, TV Commercial Production, Digital Videos, Key Visuals, POSM, Retail Displays, Social Content | Market: Philippines | Ambassador: Gabbi Garcia | Air Date: September 2025 | Formats: 30s, 15s, 6s | Language: English | Agency: Laugh Contagious Communications, Kuala Lumpur
Celebrity-led campaigns face a strategic fork most marketing rooms underthink. A regional star — a Korean actor, a global name — delivers aspirational reach across many markets at once. A homegrown local celebrity delivers something different: cultural depth, authenticity, and a genuine sense of belonging within one specific market. Neither is automatically better. The right answer depends on what the brand needs in that market, that year — and choosing well is a strategic decision, not a budget one.
Glade x Gabbi Garcia — the Philippines-market TVC, built around a homegrown celebrity Filipino audiences already feel connected to.
For Glade Philippines' collaboration with actress and lifestyle personality Gabbi Garcia, the strategy called for exactly that local route — a dedicated, single-market TVC campaign built around a celebrity Filipino audiences already feel connected to. The campaign positions Glade's fragrance range as a simple way to transform everyday spaces into mood-driven escapes inspired by iconic destinations and sensory experiences. Through cinematic visuals, fragrance-inspired environments, and premium lifestyle aesthetics, the campaign balances celebrity appeal with strong product storytelling. Developed across TVCs, digital videos, key visuals, POSM, retail displays, and social content, it builds a cohesive brand world that feels modern, youthful, and emotionally engaging — reinforcing Glade's premium home fragrance positioning while deepening its connection with Filipino consumers specifically.
Capabilities applied to this project: Glade Gabbi Garcia TVC, Philippines TVC production, local celebrity TVC campaign, Filipino celebrity FMCG campaign, single-market TVC campaign, TV commercial production Kuala Lumpur, home fragrance TVC campaign, FMCG TVC production house, cross-border TVC production Philippines, celebrity-led brand film, KL agency for Philippines brands, integrated celebrity campaign.
Got a single-market campaign, a local celebrity TVC, or a Philippines-market brand film that needs to feel genuinely homegrown? That's a brief we love →
