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RC COLA PHILIPPINES - "CheckMoMataMo.mp4" Ad (2020)

The unsettling yet profoundly meaningful advertisement by RC Cola entitled "CheckMoMataMo.mp4" aired in December 2020, shows a band of four practicing and rehearsing when suddenly the group's lead vocalist stopped, expressing unhappiness and disconsolation in the middle of rehearsal, thus, causing confusion within the band. With this in mind, the advertising showcases the lead vocalist extending and rotating her arm, revealing the RC Cola inside her arm. At the same time, she describes how she differs from the other members of the group. However, a group member quickly assessed her feelings, removing their sunglasses and exposing their eyes as an ice dispenser. This demonstrates how the ice complements the commercial drink RC Cola. Hence, the advertisement's unpredictive nature references and emphasizes that regardless of the distinctiveness and differences you feel around people, someone will always make you feel at home and like you belong, complementing each other.

RC Cola Philippines was known for advertising bizarre ads with deep meaning; thus, the mentioned advertisement gained 7.2 Million views, with its central target audience being Gen Z or the post-millennial. As a result, this advertisement aimed to appeal to and distinguish the brand in the minds of Gen Z drinkers. Although the advertised product was a carbonated drink, also known as RC Cola was generally not healthy as it contains much sugar causing diabetes and weight gain, which may be viewed as promoting unhealthy living among the Gen Z audience. It is essential to mention, however, that RC Cola Philippines was recognized for pushing and advertising bizarre adverts with significant value in society, reflecting people's lives and minds, particularly Generation Z. Moreover, the advertised product does not contain forms of Media Manipulation; still, it was able to capture the attention of the viewers, mainly Gen Z, due to the absurdism and unpredictive nature of the ads, which then reflects Gen Z's laissez-fair attitude toward everyday decisions resulting to increased attention to the viewers and Gen Z.

In all, the commercial ad for the product RC Cola was a bit unsettling yet creative and meaningful, which was a total success and effective in terms of the target audience and increased sales. According to (Neil, 2021), sales of RC Cola Mega in the Philippines surged by 67% after its video campaign went viral online. Hence, within 24 hours after its debut on December 2020, the commercial received 130,000 shares and 203,000 responses, was the top-trending subject on Twitter for two days because of its bizarre and creepy subject matter with a profound deep meaning behind the actions, which appeals to the hearts and minds of the Gen Z in this generation.

References

Beer, J. (2020, December 15). This ad proves that commercials need to get weird again. Fast Company. https://www.fastcompany.com/90586284/this-ad-proves-that-commercials-need-to-get-weird-again

Diaz , A.-C. (2020, December 9). This is the weirdest ad we’ve seen all year. Ad Age. https://adage.com/creativity/work/rc-cola-basta-rc-cola/2300386

Neil. (2021, February 4). RC Cola sales soar after viral ad. BusinessWorld Online. https://www.bworldonline.com/corporate/2021/02/05/342938/rc-cola-sales-soar-after-viral-ad/

The strategy behind RC Cola’s basta campaign in the Philippines. (2021, July 20). Contagious. https://www.contagious.com/news-and-views/insight-and-strategy-behind-rc-cola-Filipino-advertising-campaign