Coco replaces Susan as drug endorser

IT’S a no-brainer to get primetime king Coco Martin as the newest brand ambassador for RiteMed.

He is following in the footsteps of the late veteran actress Susan Roces, the face of RiteMed for more than a decade.

Martin is very close to Roces, who played his grandmother in ABS-CBN’s long-running primetime series, “FPJ’s Ang Probinsyano.”

After seven years on the air, “Ang Probinsyano” concluded in August last year. Martin essayed the iconic character, police major Ricardo Dalisay, who humbly signed off with the series.

The RiteMed TV ad that prominently featured Martin is somehow also a tribute to Roces, although indirectly.

“Ang sabi ng lola ko, huwag mahihiyang magtanong,” was his opening line in the TV ad. “At palaging hanapin ang check. Dahil ang may check, correct.”

Martin and Ritemed will sign and announce the endorsement contract at a press conference on Monday, January 23, at a Quezon City hotel.

Two decades ago, RiteMed, a proudly generic Filipino company, started its mission and advocacy to provide affordable, high-quality medicines for everyone.

MMFF film not that good

RiteMed resonated with its heartfelt campaign, “Bawal ang mahal,” which the company jumpstarted with Roces back in 2011.

Last December, Martin’s male co-stars in “Ang Probinsyano” had a get-together after Christmas, before the calendars came to a close.

Among the actors who joined were Michael de Mesa, Raymart Santiago, John Prats, Mark Lapid and Sancho de las Alas.

Apparently, Martin has not ceased working since late last year. He promoted his Metro Manila Film Festival (MMFF) entry, “Labyu With an Accent,” where he was paired for the first time with Jodi Sta. Maria.

Martin directed the romantic-comedy, too. The box office results, however, were not as successful as his previous MMFF starrers.

‘Batang Quiapo’ replaces ‘Darna’

Last December 14, on the 18th death anniversary of FPJ, or Fernando Poe, Jr., Martin paid respect to the action king’s grave in North Cemetery, Quezon City.

Martin has started taping for his next teleserye, “FPJ’s Batang Quiapo,” set to replace “Darna” on the Kapamilya Channel’s primetime slot.

Joining Martin in the cast of “Batang Quiapo” are Lovi Poe, Charo Santos-Concio, Christopher de Leon, Lito Lapid, John Estrada, Cherry Pie Picache, Alan Paule, Mark Lapid, Tommy Abuel, Mercedes Cabral, and Ping Medina.

Martin will again work at the helm of “Batang Quiapo,” assisted by Malu Sevilla.

“Batang Quiapo” is a reboot of another popular FPJ starrer in 1986, when the action king was paired with Diamond Star Maricel Soriano.