Oishi, a local snack brand in the Philippines, created Marty’s vegetarian chicharon. It was an instant hit among the older, health-conscious market. But Marty’s also needed to appeal to a younger crowd and tapped Daniel Padilla as an endorser.

What can you create when you have a “bad boy” teen idol and a brand that puts a healthier spin to a supposedly sinful snack?The MEDYO BAD BOY Campaign.

View the 30-seconder TV spot here.

Check out the Oishi Marty’s Facebook Fan Page here.

Client: Oishi Marty’s
Agency: TBWA-Santiago Mangada Puno
Creative Team: Joey David-Tiempo, Cj de Silva and Abi Capa
Producers: Cheese Bagnes and Sunny Lucero
Director: Lyle Sacris