PEP Most Influential 2024 Most In-Demand Endorser: Joshua Garcia

Joshua’s boy-next-door charm and visible talent make him an ideal endorser.
Joshua Garcia’s good looks, remarkable talent, and visibility on the small and big screens make him an ideal celebrity endorser.Joshua Garcia’s visible talent, boy-next-door charm, and reliability as an actor have paid off.

In a span of a year, he landed a total of 17 endorsements and collabs with different brands.

These include big names from the following industries: food and beverage (Jollibee, Rebisco, Kopiko, Sprite, Birch Tree Adult Boost, Ligo Philippines, Datu-Puti Nutri Asia, Minola Philippines); health and beauty (Aivee Clinic, Dr. Alvin, Rexona, Head and Shoulders, Efficascent Oil); fashion (Bench, Sperry); and telecommunications (TNT, Gcash.

This is a big deal.

It means that the star has established himself as a trusted celebrity with the popularity, image, and status to endorse a product that brands want association with.

It also means that the star has followers with purchasing power.

And, finally, that the star is paid in millions to be an endorser for a specific period of time, and he gets paid another set of millions should the brand decide to renew the contract.

The bigger the star and the bigger the brand, the higher the fee involved.

This is the case with Joshua, a certified A-lister among his generation of actors.

He topped PEP.ph’s Best Bets for 2024 under the category of New Generation A-Listers.

He proved he’s an actor who can be a star with or without a love-team partner in ABS-CBN’s reality show, Pinoy Big Brother: All In (2015).

And he has been a go-to lead in nine movies and five teleseryes.

In the period of September 2023 to September 2024 alone, he was highly visible both on small and the big screens.

VERSATILE ACTOR

He starred in Unbreak My Heart, a landmark primetime series co-produced by GMA-7, ABS-CBN, and Viu Philippines.

The series, which ran from May 29, 2023 to November 16, 2023, had Joshua co-headlining a case led by Jodi Sta. Maria. Gabbi Garcia, and Richard Yap.

Here Joshua played a man so obsessed with his ex-lover (Jodi) that he enters a relationship with her daughter (Gabbi) with the intent of getting close to her again.

Joshua shows that, young as he is, he is today one of our finest actors.

His breakdown scenes are riveting. One of them has him in a crying and screaming match with his mom (Eula Valdez).

He delivers the anger, resentment, and pain of a son forced to leave his job as a nurse in the Philippines only to find himself cleaning toilets in Switzerland.

His mom’s response is to marry him off to a rich Swiss for him to have a better life.

Flatly refusing this scheme, he follows his feelings and goes into a relationship with Jodi, even if he is half her age.

Joshua’s character, however, comes unhinged when Jodi leaves him.

Joshua deftly establishes his character as mentally unstable: in a highly charged scene where he stealthily finds his way into the hotel room of Jodi and Gabbi; and in a seemingly calm chance encounter that requires him to convey his obsession with Jodi without letting Gabbi become suspicious.

The actor knows when to go all-out ugly with the crying for a heated confrontation or to let the tears flow with restraint in a different emotional encounter.

CHEMISTRY WITH LEADING LADIES

Playing this offbeat role in Unbreak My Heart not only showcased his versatility in acting, but also his ability to have onscreen chemistry with whomever he is partnered with.

Joshua, 27 and Jodi, 42, were convincing as an onscreen pair.

At the start of the series, where the episode had them locked in an intimate love scene, the show garnered 1.7M views on GMA-7’s YouTube channel alone.

Based on the comments section, netizens were awed by how the two delivered “kilig” despite their age gap.

As one netizen pointed out (published as is): “Hoy GMA7 panu nyo magawa yan?! amazing napakELEG nyo ako . Ang layo ng age pero ang chemistry bongga! Congrats Josh, Jodi and GMA7. Kahusay!”

Echoing the same sentiment, another commenter wrote: “Grabe si joshua G.ang galing kahit bata kay Jodi nakipagsabayan sa matured role.”

And when Joshua’s character became romantically involved with Gabbi, viewers were even more hooked to their chemistry.

The episode where they had a sensual kissing scene in the middle of a baking session in a Swiss kitchen got 4.7M views.

Fans of the duo were so blown away with how well the two stars created that scene, they couldn’t help but ask what the reaction was of Gabbi’s real-life boyfriend, Khalil Ramos.

“grabe talaga bagay na bagay sila as in more tv shows sakanila plsssss ang galing nilang pareho sheyyyyttttt,” one fan exclaimed.

Another commenter noted that Joshua’s charm and acting skills are now comparable to those of John Lloyd Cruz’s, a favorite romantic partner of various stars in blockbuster movies..

“New John Lloyd na tlga si Joshua,” wrote the netizen.

REUNION WITH JULIA BARRETTO

Joshua’s movie reunion with former reel-and-real-life sweetheart Julia Barretto, Un/Happy For You, turned out to be a huge success as well.

They played ex-lovers who see each other again years after their bitter breakup.

The romantic-drama film highlighted Joshua’s strength as a matinee idol.

Their fans accepted the Joshua-Julia tandem even when they know that the two now have different partners in real life.

This fact actually helped fuel interest in the movie, as both Joshua and Julia actively promoted the film together. They also had no qualms about sharing their thoughts on what it’s like for them, former sweethearts, to be working in close quarters again.

Even with the real-reel romance as main come-on, Un/Happy For You did not fail to showcase Joshua’s acting skills.

In a quietly dramatic scene, his character acknowledges that he still loved his ex, who unfortunately no longer feels the same for him even after two nights of romantic encounters.

The movie earned a total of PHP450 million in worldwide gross, according to ABS-CBN Films.

JOSHUA’S SOCIAL MEDIA STATS

Another thing that makes Joshua an in-demand endorser if his virality in social media.

Although he rarely posts personal content on his socials, he remains one of the stars with a big impact on social media.

He has 4M followers on Instagram and 8M followers on TikTok.

Yet one look at his Instagram feed shows that most of his content are for his sponsors and ads.

His TikTok account only has a total of 14 posts to date, and all of them are simple dance challenges, but they have gained between 22.2M to 153.8M views per post.

According to Klear Data, he has the perfect influencer’s score of 100/100 to be exact.

An Instagram post on his social media account has an estimated value of P2.08M; an IG video, P4.27M; and an Instagram Story, P1.33M.

WHAT’S NEXT FOR JOSHUA GARCIA

As early as December 2023, ABS-CBN announced that Joshua Garcia would be headlining the Pinoy remake of the hit Korean series, It’s Okay Not To Be Okay, with Anne Curtis.

The production of the movie was still in full swing when Joshua did promotional work for Un/Happy For You in September this year.

The series will mark the comeback of Anne to TV acting.

The series was officially launched before the entertainment press last May 2024.