Hottest celebrity endorsers of the year
by Ed Biado ( Manila Standard Today ) 12.29.09

Celebrities are the world’s eternal obsession. We find ourselves wanting to see them and know about their every move. We also find ourselves gravitating towards products and services they promote. The bigger their star, the more they’re cashing in on advertising contracts. It could be a young new personality or a veteran player with years of limelight exposure—what they sellin’, we buyin’! As the year approaches its end, let’s look back on the last 12 months in the fickle world of celebrity endorsements.

1. Sharon Cuneta

Perennially one of the country’s most visible celebrity endorsers, Sharon has appeared in countless TV commercials and has been noted to jump from one brand to another in the same product category. This year, she can be seen promoting Nestlé Ice Cream, Nido and McDonald’s, among others.

2. Kris Aquino

Virtually everywhere from TV, print and billboards, Kris may very well be this year’s favorite celebrity endorser. She currently has contracts with 13 brands, including Downy, Smart, Philip Stein, Goldilocks and Eight O’Clock.

3. Manny Pacquiao

The male Kris Aquino comes in the form of the Pacman. With endorsements ranging from alcoholic beverages and mobile providers to shampoos and cooking aids, Manny has proven himself to be just as hot a commodity as he is a boxer and an effective product ambassador.

4. Kim Chiu

As a love interest tandem, Kim has starred several commercials with Gerald Anderson. On her own, she is touted as one of today’s most influential endorsers and has been invested in by Payless, Rejoice and Whisper.

5. Marian Rivera

Natasha, Jag, SM Residences and Sunsilk are some of the products that Marian’s name has been attached to this year. She is also seen together with Dingdong Dantes in San Miguel and San Marino ads. Last September, she was named the number one celebrity endorser by QTV’s Ang Pinaka.

6. Dingdong Dantes

Marian and Dingdong are scorching as a couple and the brands they both endorse saw the profitability of that relationship. As “one of the country’s hottest men,” according to Clear, he is an effective representative of products that focus on the male physique.

7. Robin Padilla

Mass appeal and familiarity have made Robin a credible voice in advocating products with broad target markets. This year has seen him be involved in lucrative campaigns for biscuit, mobile and vitamin brands.

8. Sarah Geronimo

Coming of age has somewhat defined Sarah’s bankable identity this year. Her endorsements have been about transformations, beautifying oneself and celebrating femininity—concepts that her audience can both relate to and aspire to achieve.

9. KC Concepcion

Beauty is something that KC is born with and she makes good use of that in campaigning for beauty, grooming and personal care products. We’ve seen her appear in commercials, print ads and billboards for Garnier, Close Up and Palmolive.

10. Derek Ramsay

Arguably one of today’s most sought-after endorsers, Derek has lent his face and body to sexy advertisements for Nesvita, Lucky Me and Century Tuna, with campaigns that typically show his shirtless torso. He is also the sole leading man of apparel brand, Oxygen.