Dr Mumbo

Safeguard Soap targets ’90s moms’ with that unforgettable Backstreet Boys tune

There is nothing in the world that gets Dr Mumbo more stoked than a commercial featuring a catchy pop classic.

Indeed so many legendary advertising moments have come about as a result of a cunningly-chosen tune.

Ads like this piece of advertising history: Levi’s 501 and Marvin Gaye’s I Heard It Through the Grapevine.

Or slightly more recently, Cadbury’s surreal but well-matched placement of Phil Collins and a man in a gorilla suit.

And now, Filipino soap brand Safeguard with this Backstreet Boys’ re-imagination I Wash It That Way.

Although released at the end of 1990s, a time when Dr Mumbo still had his platform sneakers and curtains haircut, the sentimental boyband hit still remains enduringly popular on many DJs’ playlists in Asia.

So it was easy to understand agency GIGIL’s bursting enthusiasm when plugging the ad to Dr Mumbo today – despite it being more than two months old now.

Nothing at all to do with it reaching more than 1 million hits on YouTube, Dr Mumbo suspects.

“One of the most effective ways for Filipinos to remember anything is to make use of a catchy song,” gushed GIGIl partner Badong Abesamis.

“Keeping our target market, the 90s moms, in mind, we chose a classic Backstreet Boys hit song and changed the lyrics to clearly communicate airborne germs to Pinoy housewives.”

Regardless how the Pinoy housewives feel, Dr Mumbo suspects it will be some time before he is able to scrub his memory clean of this song all over again.


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