Coco Martin puts his values ahead of lucrative endorsements

Kapamilya Primetime King Coco Martin has become more deliberate about the names he puts behind his own, especially after experiencing what it feels like to lose the trust of brands he once worked with.

Martin discussed that experience during Mang Inasal’s Ihaw Fest 2026 at Ayala Malls Feliz, where the brand also celebrated his 10th year as an endorser.

When Martin first became a Mang Inasal endorser, several of his other endorsements had pulled out following a controversy surrounding a fashion show, where he appeared onstage holding a rope attached to a woman performing an acrobatic routine as part of a circus-themed concept.

“Wala naman akong idea do’n dahil ang direktor namin do’n, Canadian. Siyempre, hindi ako makapag-English, hindi rin ako makapag-complain, na bakit ko hihilahin ‘yong tali tapes ‘yong babae, nag-a-acrobatic,” Martin said. “At saka wala akong nakitang malisya do’n dahil circus ang concept, eh,” he explained.

The issue grew, and the endorsements he had at the time began leaving.

“‘Yong mga endorsement ko, nag-alisan talaga sa akin,” Martin remembered. “Ang isang nagtiwala lang sa akin, Mang Inasal. Kaya hindi ko siya makalimutan kasi sabi ko nga, minsan sa buhay natin, ‘di ba, ‘yong pagbagsak mo, tapos may isang taong… may isang bagay na mag-aangat sa ’yo. ‘Yon ang hinding-hindi mo makakalimutan sa buhay mo.”

The experience stayed with him. Asked what he learned from that experience, particularly about trust and who he now chooses to welcome into his life, Martin brought the lesson back to his endorsements.

“Ang kapalit kasi no’n, ‘yong pangalan ko, eh,” he said.

That was when he talked about an offer he had received from a gaming platform.

“Talagang kahit gaano kalaking amount, tinanggihan ko kasi sabi ko, hindi ‘yon kasi ‘yong values ko bilang tao, eh, hindi ‘yon ‘yong maibibigay ko,” Martin said.

For the actor, taking an endorsement means putting his own name behind what he is asking people to support. He said accepting the offer would have gone against the principles he wants to stand for.

“Kunwari tinanggap ko ‘yon, parang sinabi ko na okay lang sa akin kahit masira ‘yong buhay ng mga tao,” he said.

So he chose to be selective, even if it meant earning less.

“Kaya pinili ko kung anuman ‘yong mga… ine-endorse ko talaga. Okay lang kahit kumita lang nang kaunti, basta alam ko, matapos man ako sa industriyang ‘to, matapos man ang lahat ng ‘to, taas-noo akong aalis dito.”

The decision reflects the same values Martin associates with Mang Inasal. “Pareho kami ng adhikain, eh, sa mga Pilipino,” he said.

As an entertainer, Martin said his goal is to make Filipinos happy, serve them, and give back. He sees a similar purpose in Mang Inasal, particularly in providing food that is affordable, satisfying, and “sulit,” especially at a time when many Filipinos are struggling with the cost of living.

That shared outlook has helped keep the partnership strong, but Martin has not forgotten what the brand’s trust meant to him when he was at a low point.

“Honestly, kasi nasaktan ako no’n, eh. Kasi parang feeling ko naman, wala naman akong ginawang kasalanan do’n. Pero siyempre, sa mata ng publiko, hindi ko makokontrol ‘yon,” he said.

What hurt more was seeing endorsements leave without hearing his side.

“Tapos may isang lumapit sa ‘yo na nagtiwala.”

That trust is something Martin has tried to return throughout their decade together.

“‘Yong relationship namin ng Mang Inasal, every time na kailangan nila ako, kung nasaan man kami, kahit anong probinsya man ‘yan, dumarating ako,” he said. “Hindi para kumanta lang, kundi para magpasalamat, hindi lang sa Mang Inasal, kundi para rin sa mga tao.”

The same values now carry into Martin’s latest series, “Sigabo,” where he said he wants to entertain audiences while giving younger viewers something meaningful to take away.

“Basta ang binibigay ko sa ‘Sigabo,’ kung saan ko nae-entertain, napapasaya ‘yong mga tao, nabibigyan ng good values lalo na ‘yong mga kabataan natin,” he said.

Martin also wants the series to reconnect younger Filipinos with their culture and the values he feels have been forgotten.

“Ang gusto ko ngayong ipakita is ‘yong kultura ng mga Pilipino, which is ‘yong mga good values natin na nakalimutan na ng mga maraming Pilipino, lalo na ng mga kabataan ngayon,” he said.