A new high for Marvin

Celebrity endorsements are one of the surest ways to make a product sell. From cars to greeting cards, cell phones to cigarettes, Cindy Crawford to Christy Turlington – companies cash in on the selling power of personalities.

Who could forget the half-naked Brooke Shields cooing "Nothing comes between me and my Calvins?" How about Brad Pitt rushing from a meeting to ride his brand new Altis? Or Efren "Bata" Reyes dumbfounded, unable to answer what number is written on a 9 ball for McDonald’s? Or how about megastar Sharon Cuneta declaring that Century Tuna, Fuji Films, Del Monte Juice and many more are the mega products that any mega fan should have?

Face it. Personalities haul the pesos. And companies shell out millions every year just to have a celebrity sign his or her approval on their products.

Chanel Manufacturing Corporation, a ready-to-wear company founded in the ’90s, believes in this. Besides bannering that they produce affordable, top-of-the-line clothes for teens, the company behind Molecules and Particles flaunt their image models through larger-than-life billboards in strategic places within the Metropolis.

Among those who endorse the clothing line are Claudine Barretto, Kristopher Peralta, Melissa Martinez, Paolo Ballesteros, Karlyn Bayot, Chubi del Rosario and the late Rico Yan.

But Rico has passed away and the company embarked on a search for a worthy replacement. And in a press conference held recently, they introduced young versatile actor and Rico’s good friend Marvin Agustin as his replacement.

Explained Dino Medina, Marketing Communications Manager of Chanel Manufacturing Corporation in the media event, "We were looking for someone close to Rico, even somewhat identified with Rico, to project the wholesome, clean-living image that we have always attached to Molecules. That is why we chose Marvin."

Marvin, known to have turned down so many clothing offers, was right on the dot (or rather, the dotted lines) when he signed the contract for Molecules. Dominic Ochoa, another barkada of Rico, was once a model for Molecules.

Born Marvin Jay Marquez Cuyugan, Marvin has grown to be an inspiration to many young people. Having worked at an early age, Marvin has worked as a waiter, bartender, cashier, mascot person and many more before he was lured by the klieg lights of showbusiness. Now in his almost seven years in the business, Marvin has chalked up a respectable filmography (he starred in many box office winners such as Trip, Hey Babe, Kung Ayaw Mo, Huwag Mo, Tanging Yaman, Gimik the Movie, Ipaglaban Mo the Movie), a growing admiration from the public and critics alike for his acting talents, and an enviable business acumen (he manages two Mister Donut branches and the Ricecapades food booth).

Marvin is seen on TV via the variety show MTB and the sitcom Whattamen. He is also shooting Star Cinema’s Dekada ’70 under Chito Roño with Vilma Santos and Christopher de Leon and Super B with Rufa Mae Quinto under Neo Films (directed by Joyce Bernal to open on June 12 as an official Manila Film Fest entry). Marvin plays Lordino of Purings, Rufa’s persistent suitor who presents her with a ring that gives Rufa super powers like Wonder Woman.

During his presentation, Marvin was inevitably hounded by intrigues about his taking over Rico‘s place as the Molecules image model. A reporter asked if his acceptance of Molecules’ offer was rude to Rico. Marvin humbly replied, "I guess that’s what some people think. But when Rico was alive, he would tell me that Molecules was a great company to work with. He would tell me how wonderful the people behind Molecules were. Minsan nga humihiram ako ng Molecules sa kanya e! I just hope that my being a model for Molecules wouldn’t be rude to Rico and if ever that’s what other people think, hindi ko po sinasadya. But honestly, I don’t think of it that way. I think it is an honor to be their image model like Rico."

But would he be a better image model than Rico? Marvin sheepishly replied, "Rico and I have our own strong and weak points. We all know how charismatic Rico was and how such effective an endorser he was. I really don’t know how to answer that but I just hope that I would always embody what Molecules is all about – young, fun and wholesome."

Well Marvin, we can never tell what awaits you and the company. Good luck! Whattaman, Marvin!