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Anne Curtis Moves In With Smdc

The mestiza beauty brings new style to the real estate campaigns.
Anne Curtis Moves In With Smdc The mestiza beauty brings new style to the real estate campaigns.

It wasn’t much of a surprise when it was the gorgeous Anne Curtis who descended the grand staircase of the SM Development Corporation (SMDC) Grand Showroom during its launch. What, when billboards featuring her in a variety of gowns have recently managed to dot every major highway.

Anne was officially "unveiled" as the newest face for SMDC, a role that she took over from the equally popular Marian Rivera. However, we couldn’t help being curious about the sudden change of image model. We also couldn’t help notice the change in overall look from Marian’s casual chic to Anne’s pure glamour. Perhaps, “the good guys” decided on a different approach as far as representation and marketing strategies are concerned.

On the red carpet, Julie Jalandoni, Assistant Vice President and Sales Director of SMDC, revealed that they were not dissatisfied with Marian’s performance and in fact jested that “Anne has very big shoes to fill in.” She also mentioned that Marian was able to carry out her role well but the group has planned to take another direction.


Anne has been seen on billboards with different looks (evening gowns plus tasteful jewelry courtesy of Pam Quinones' styling, we hear) to represent the eight SM Residences condominium projects. The common factor in each photo—the luxurious feel. SMDC is pushing the idea of "affordable luxury," marketing top level condominiums in prime locations at reasonable prices. The real estate company also hopes to give as many options to future homeowners.

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As for Anne, there is no doubt the actress will deliver yet another stellar performance. “I am so happy and excited to become part of the SMDC family,” she shares. “I believe that I can now reach out to more people my age, and even those who share my dreams and tell them that it is possible to live a glamorous lifestyle without having to use up all of their earnings.”

Click on the photo gallery to see the guests at The SMDC Grand Showroom Launch.