Manila, Philippines – Toothpaste brand Closeup has launched its latest campaign, with a film that features a fresh rendition of the iconic song ‘Closer You and I’ by Filipino singer Gino Padilla.
Conceptualised by MullenLowe TREYNA, Closeup’s campaign reimagines the song in 2024 for a new generation with singer Adie’s vocals and the love team of Donny Pangilinan and Belle Mariano, affectionately known as DonBelle, in the film.
This collaboration marks a significant milestone in Close Up’s history, seamlessly blending nostalgia with contemporary charm. The new version captures Closeup’s classic ‘kilig’, resonating with both long-time fans and newer audiences.
Through this campaign, the brand aims to display its unwavering commitment to portray love’s joyous moments, captivating hearts in 2024 just as it did back in the 90s.
Commenting on the campaign’s rendition, Padilla said, “The new version sounds great, and I have to congratulate Adie for doing such a wonderful job. He was able to inject his own style and represent his current generation. It’s a great privilege and honour to be part of the Close Up brand. Up to now, people associate my name with the song, and it really is a great blessing.”
The release of the new single featuring Adie and the DonBelle tandem has garnered over a million views, signifying a new chapter in Closeup’s legacy of fostering connections through the power of love and music.
