FROM LEFT: JAG Vice President for Finance Ranny I. Sanchez, latest face of JAG Robin Padilla and JAG Executive for Development Group James Parry.

Just like he did recently with Smart’s Tipid Sulit Pilipinas, Robin Padilla has signed up to endorse JAG jeans. Both deals allow him to provide help for his less fortunate “kababayans” not just with handouts but more on giving them career opportunities. The choice of Robin as endorser was an easy one to make for JAG. James Parry, the executive for Development Group said, “Robin is a Filipino icon and action superstar bar none. With his image as a rough tough macho kind of guy that fits with the basic image of JAG. We’re going back to JAG’s roots which are the easy, effortless, sexy style with class.

Just put on the clothes and everyone can be like Robin Padilla! He appeals to the Filipinos sense of machismo. Robin is the ideal guy to bring us to the next level.”

Other JAG endorsers include Will Devaughn and Marian Rivera. “If you notice our image models exude a natural sex appeal, especially with Marian and now Robin. Will was also instrumental in building the brand,” said Dondi Manlulo, Vice President for Corporate Affairs.

Robin’s contract also includes a donation by JAG of 1,000 pieces of T-shirt and  jeans to his Liwanag ng Kapayapaan Foundation specifically for victims of Ondoy and Pepeng. “Kasama po ang pagtuturo ng TESDA (Technical Education Skills Development Authority), ng kabuhayan sa mga nasalanta po  ng nakaraang bagyo. Naniniwala kami sa mahabang solusyon. Tama lang bigyan sila ng pansamantalang lunas. Dapat bigyan natin sila ng preparasyon para dun sa solusyon talaga ng problema. Pagkatapos nila sa TESDA mag-a-apply na sila ng trabaho. Napaka gandang meron kang maisusoot na presentable. Napakalaking bagay po niyan.” The total amount of donated goods is worth half a million pesos, according to Manlulo.

Way before Ondoy and Pepeng destroyed property and lives in the whole of Luzon, Robin endorsed Smart’s Tipid Sulit Pilipinas! It is one of those programs that aim to give a long-term solution to poverty. As part of its commitment to empower Filipinos especially during times of crisis, Talk ‘N Text, one of the country’s leading mobile service brands, recently launched Tipid-Sulit Pinas! The advocacy campaign reinforces the value of making the most out of limited resources. It also aims to motivate people, experiencing the financial pinch, to recognize opportunities through ingenuity, hard work, and perseverance.

The program has partnered with a number of organizations including Social Development foundations: Philippine Business for Social Progress (PBSP), the Payatas women’s initiative Rags2Riches, nationwide sari-sari store chain Hapinoy, the talented group of sculptors Banglos, and recruitment network JobsDB. These partner organizations have successfully adopted the same tipid-sulit strategy in helping communities get back on their feet.