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EXCLUSIVE! SMART and Chris Evans Join Forces to Live Smarter For a Better World

SMART enlists Captain America star Chris Evans in its “Live Smarter for a Better World” campaign

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Chris Evans is SMART's newest ambassador!

Well, what do you know? It was Chris Evans all along!


Hollywood star Chris Evans, of Captain America and Avengers fame, was recently unveiled as the face of Smart Communications’ “Live Smarter for a Better World” 2021 campaign.


The surprise coup was retweeted by Chairman Manny V. Pangilinan on his own official account, Thursday, March 4, 2021. Viewers were in for a treat as Chris ended the two-minute commercial film declaring “Simple, Smart Ako!”






As Smart’s first ever Hollywood A-List brand ambassador, Chris appears in the world-class commercial helmed by Pascal Heiduk. The German-born director has worked with the likes of Hugh Jackman and Lewis Hamilton and has done commercial film work for renowned brands such as BMW, Montblanc and Mercedes Benz AMG.


Through its “Live Smarter for a Better World” campaign, Smart intends to inspire people to commit to sustainable actions with lasting, positive impact to society. The brand encourages everyone to ignite their passions to help change the world for the better.


Over the years, Smart has been known to support and promote various causes, including gaining a strong foothold in innovation, sustainability and nation-building.

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PublicityAsia's Joyce A. Ramirez coaching the Captain America star in ensuring Chris delivers the iconic "Simple, SMART Ako" line in perfect Filipino

Over the years, Smart has been known to support and promote various causes, including gaining a strong foothold in innovation, sustainability and nation-building. Smart has also been empowering the Filipino people with simple and easy access to cutting-edge technology.


“There’s nothing like the current challenges the world is facing to make us all realize that we are all interconnected, and that our personal actions have broader impact. Through our “Live Smarter for a Better World” initiative, it is our aim to create that spark in everyone to help change the world for the better rather than just settling for ‘good’,” said Alfredo S. Panlilio, Smart Communications’ President and CEO.

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SMART President and CEO Al Panlilio, who admits to being a Captain America fan
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SMART SVP Jane J. Basas and Corporate Marketing Head Lloyd Manaloto

The TVC was shot at the end of January in Boston, Massachusetts, though it was originally scheduled for a January 11 shoot date in Los Angeles.


The Philippine team who flew to Boston included Senior Vice President and Consumer Wireless Business Head Jane J. Basas, Corporate Marketing Head Lloyd Manaloto, GREY CEO John Lucas, and PublicityAsia Lead PR Joyce A. Ramirez.


It was Ramirez who bridged Smart and Chris Evans to partner for the "Live Smarter for a Better World" campaign; Ramirez, who previously worked with actor Zac Efron and the former superstar boy band One Direction, was also responsible for closing the SMART + BTS deal called "Passion + Purpose" last December.


Chris was selected as Smart's first ever Hollywood A-List ambassador because of his active participation in social-relevant issues and causes. In 2020, he established the civic engagement platform called A STARTING POINT (ASP) in the US.



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Photos from Smart Communications, Inc.

Photography Filbert Kung

Wardrobe Justin Lynn

Shades of StyleMake Up Jay Wejebe

Hair Kristin Berge-Wahl Digital

Coverage JC Cerilla & David Rivera

Producer Joyce A. Ramirez

Agency: PUBLICITYASIA | INTERARTIST