Boss Vic is really a good pick for an endorser. In Tide's flurry of TV ads covering, nasty socks, fishy t-shirts and most recently a basketball teams worth of clothes to wash, there is more to their method than a strong endorser.
If you notice endorser usage by most companies, they usually just create a spiel for the endorser and make him or her the focus of the full ad. This is a polar opposite of testimony ads where users swear by a product in a studio or home environment. JOY dish washing liquid makes a good play on this one using Micheal V as a disguised spokesperson and gets the usage experience of actual users.And finally, the use of non-celebrity talents in TV ads such as the surf series of ads.
Going back to Tide, it creates a new and seemingly effective middle ground in using a strong endorser such as Vic Sotto, and combines him in a portrait of everyday life. The difference now lies in how non-testimonial, scripted lines are provided to the non-celebrity talents who share an equally lengthy limelight with the main celebrity. As with their usage in stage plays, foil characters are also an effective medium in setting the stage for the main character, and often times prove to be more important than the lead in building and delivering a message. Kudos to the guys working with P&G for this ad. It's a breath of fresh air in a TVscape of heavy and plain endorsements by high-caliber celebrities.
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