Pacquiao Fight In Your Hands
myTV, the Mobile TV network in the Philippines run by Smart and Mediascape, along with Nokia, promoted their live broadcast of the Pacquiao vs. de la Hoya Dream Match with a print advertisement showing a boxing ring made of hands and rubber bands. The controversial match (or mismatch as some would have argued) pitted Manny Pacquiao against a heavier boxer Oscar De La Hoya, two weight divisions above him. The match, held on December 7, ended in a stunning eight-round technical knockout win for Pacquiao.
The Pacquaio vs De La Hoya ad was developed at “small but credible” agency DM9JaymeSyfu, Manila, by chief creative officer Merlee Jayme, executive creative director Eugene Demata, creative Allan Montayre, copywriter Louie Sotto, art director Herbert Hernandez, account directors Fin Neric and Rissa Guilas, with photographer Paolo Gripo from DMV.