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♬♬ HOOKED ON A FEELING ♬♬

The aforementioned promotional material mainly highlights the promotion of an insurance company known as “Manulife Philippines” and the upcoming Marvel film entitled “Guardians of the Galaxy Vol. 3.” Manulife is an insurance and investment company that is committed to aiding individuals in their decisions for the essential parts of life. Offering people health, life, travel, and mortgage protection insurance. Additionally, this company has numerous branches in countries such as Canada (Main branch), The United States, Europe, Cambodia, Mainland China, Indonesia, Hong Kong, Malaysia, Taiwan, Singapore, Japan, and the Philippines.

With that, the Marvel Cinematic Universe is preparing to release its 32nd film, Guardians of the Galaxy Vol. 3,  in the Philippines on May 3, 2023. As the previous films (GOTG Vol. 1 & Vol. 2) symbolically discuss our relationships with our mother and father, respectively, this third installment in the Guardians of the Galaxy franchise focuses on “the self” and how we come to terms with self-acceptance. It also focuses on Rocket Racoon as the main protagonist of the film as he is the one who has a lot of “issues” to deal with out of the other characters. The film is set to be the last Marvel film directed and written by James Gunn because he is currently the newly appointed head CEO of DC Studios, which has been the rival company of Marvel Studios since their first conceptions as comic mediums in the 1930s. 

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Since this advertisement promotes the company and the movie, it is apparent that this video is intended for individuals who seek some form of insurance for their life and entertainment value with the Guardians’ family. As previously stated, the company of Manulife offers health, life, travel, and mortgage protection insurance and investment opportunities. Moreover, the film aspects of the ad are also targeted at the long-time fans of this particular franchise who would love to see how the story of the Guardians of the Galaxy closes out the trilogy and the artistic direction James Gunn has to offer with this third installment. Although the promotional material offers no physical product, it still manages to promote aspects that lead to having future life assurance and present life entertainment value, which are both deemed good to the people who have seen the ad online or on television. It is also necessarily good for the audience because once they see what is being advertised, they are given the opportunity to live a secure life with Manulife and a break or sense of calmness in watching the film in theaters, as the world can often be cruel, complicated, and fast-paced.

By observation, deduction, and research, the advertisement above has no forms of media manipulation present within the created/edited video.  It merely captured the attention of viewers through simple editing and wordplay factors. The ad cuts together both aspects of Manulife and some clips/scenes from the trailers of Guardians of the Galaxy Vol. 3 to encapsulate the promotion of the film and the company. Seen in the following sentences are the forms of wordplay that the advert utilized. Additionally, the parentheses contain the words that relate to the company, and the last two sentences directly relate to the company and the film, respectively. 

“We can’t shoot blasters (but we can help you hit your health goals).”

“We don’t have superhuman powers (but we have the human touch).”

“The galaxy has its guardians (we’re ready to be yours).”

“Manulife, guarding your health starts today.”

“Marvel Studios, Guardians of the Galaxy Vol. 3, in cinemas, May 3.”

Overall, I personally think that this particular commercial ad is a great example of what promotional material should be. As it effectively highlights and promotes the said company and film by combining and relating the significant yet positive qualities of the Guardians characters and Manulife in this 30-second advertisement.

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References: Insurance Canada. (n.d.). Manulife. https://www.manulife.ca/personal/insurance.html

Manulife | About Us. (n.d.). Manulife Global. https://www.manulife.com/en/about/index.html 

Manulife Philippines. (2023, April 28). Guard your health [Video]. https://www.youtube.com/watch?v=ntyvHe9WAzg 

Manulife Products & Services Philippines. (n.d.). Manulife Global. https://www.manulife.com/en/products/philippines.html Rotten Tomatoes [@RottenTomatoes]. (2023, May 4). "I think of Vol. 1 as being about the mother. Vol. 2 is about the father. And Vol. 3 is about the self." James Gunn breaks down the emotional undertones of each of the Guardians of the Galaxy movies. #GotGVol3 [Tweet]. Twitter. https://twitter.com/RottenTomatoes/status/1653874344693727233

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