Tag: Closeup

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.

Singapore – Up until today, many couples are still denied the right to marry due to their relationships. These include couples of inter-racial, inter-caste, inter-faith and same-gender relationships, many of which are still unacceptable in the eyes of key institutions. Closeup has launched a new campaign, ‘Closeup City Hall of Love’, that aims to make a stride on this front. 

Closeup has entered the metaverse and invites couples to break free from real-world constraints to celebrate their union in Decentraland, a 3D virtual world powered by blockchain technology.

‘Closeup City Hall of Love’ is an immersive virtual experience where diverse couples can ‘mint’ their very own NFT marriage certificate and immortalise their love on the blockchain forever. They can create their avatars, explore, and interact with their very own wedding officiant in the space. The experience will include a proposal and end with the minting of their NFT certificate, that can be celebrated by friends and family.

“Our foray into the Metaverse with Closeup City Hall of Love is another initiative to build safe spaces that celebrate equality and inclusion and inspire people to act on their mutual attraction, free from self-doubt and judgement, so they can experience closeness on their terms,” said Gaurav Datta, global brand VP of Closeup.

Closeup has always spotlighted ‘closeness’ and diversity as its top brand values. The brand has already given an NFT marriage certificate to the first couple in the initiative. 

Details are available on Closeup’s ‘Love for all’ website (loveforall.info).