[imagesource: Gigil/RC Cola]

We’ve seen some crazy commercials in our time.

The brainchild of Ryan Reynolds, where Satan goes on a date with 2020, stands out as a recent example.

But, what you’re about to assault your eyeballs with is on another level, and possibly in another dimension.

We’ve become accustomed to the ads for Coke, which are usually cheery and upbeat as the company tries to keep up with the times.

You’ll notice that the “share a Coke with…” range of bottles has vanished from the shelves since the pandemic started.

Then there’s one of Coke’s competitors, RC Cola, who decided to go in a completely different direction, albeit an effective one.

After watching this the brand may be burned into your brain for all eternity:

If you don’t know how to feel about what you just witnessed, join the ranks. That seems to be the point.

PhilSTAR L!fe talked to Gigil, the company behind this horrifying little family drama, whose creative team expected you to “react exactly the way you did: confused, gobsmacked, laughing”.

They forgot ‘uneasy’ and ‘disturbed’, but we’ll let that slide.

The advert has gone viral, which they say they weren’t expecting.

Gigil associate creative director Dionie Tañada, the young writer (he’s 27) who wrote the ad, laughs and says, “That’s what people always ask me, ano daw ang hini-hithit namin sa Gigil? They call us crazy, baliw; they say our ideas are out of this world. We take these as compliments.”

Image: Gigil co-founders and creative partners Badong Abesamis and Herbert Hernandez, PhilSTAR L!fe

They say that when they pitched it to the client, it was an instant ‘yes’.

“Yes, really,” says Jake Yrastorza, Gigil co-owner and managing partner. “We took them through the whole thinking process and insights. They figured it was the right thing to do for a challenger brand; they needed to come up with something different. On one hand we seemed to make an ad that doesn’t make sense—‘whatever,’ ‘basta’—but on the other hand it made a lot of sense to the target audience.”

Oh, you thought we were done?

Sorry, there’s another one, released earlier today:

I will never understand.

[source:philstarlife]