FROM MISS SAIGON TO MISS AVON, Lea Salonga, ca.1999-2000
By the new millennium, LEA SALONGA was already an
established star of the musical theater stage, having conquered Broadway
when Cameron MacKintosh’sMiss
Saigon opened in 1991, after her West End stint. She again played
the role of Kim in the U.S., winning the Drama Desk,Outer
Critics Circle, and Theatre World awards—and the most coveted of
them all, a Tony Award, the first actress of Asian descent to be so honored.
Salonga would return to Broadway again sometime in
2000, to rehearse with the cast, for the closing of the Miss Saigon production
in 2001. While there, she was contacted by AVON, the direct-selling American-British
multinational cosmetics, skin care, perfume and personal care company.
AVON was in the midst of pitching the promotion of
its cosmetic products. In the end, the company decided to produce in-house their
first-ever global advertising campaign,
under the banner “Let’s Talk”. The ads focused on AVON’s
relationship with women and its latest beauty innovations.
LEA SALONGA was one of the celebrities handpicked
by AVON to talk to women everywhere in ways they understand. A simple
format was used to accommodate the busy schedule of the Broadway sensation. A representative from Jimenez DMB&B,
the Makati-based agency that was handling the AVON business in the
Philippines, flew over to New York, during the quick shoot, using an
all-American production crew.
AVON PHOTOBOARD, "LET'S TALK" TVC 30s
The campaign was rolled out internationally in 2000, at a
cost approximately $90 million in 2000, 50% more than the over 1999 budget allocation.
Salonga’s slick, fashion-forward AVON Commercial was aired in the
Philippines for a brief period, another addition to her portfolio of major advertising
accomplishments that was driven by her historic
international success on the world stage, which remains unequalled to this day.
12 YEAR OLD CARMINA VILLAROEL, in her debut JOLLIBEE TVC
Many actors
and actresses have taken the “commercial route” to a career in showbiz, going
to casting auditions conducted regularly by ad agencies in the hope of snagging
any role for a TV appearance. One of those who made it in her early try was
CARMINA VILLAROEL, who was just 12 when she was cast by Basic FCB for a
Jollibee Commercial in 1988.
CREATIVE GUILD'S TOP ADVERTISING MODEL, 1988
Caster
and future ad director Mario Sarmiento put her up for a lead role in the "Jollibee Good- Girl” TVC, that called for pre-teen talent with an angelic,
innocent face, capable of demonstrating hopefulness, disappointment, surprise,
and then sheer enjoyment and gratefulness, all in 45 seconds
The
Jollibee clients approved Sarmiento’s talent recommendation and that’s how Carmina came to star in a Jollibee ad that shows her being left out by his
“kuya” and his gang, who were out to paint the town red. She sits down,
dejected and alone. But her “kuya” –after seeing her sad as they drove
away—realized his little sister’s disappointment. He turns back, collects her
and brings her to Jollibee along with his gang, where she had the most
delightful moment –with all the good things she was hungering for—attention,
acceptance, inclusion, and yes, food that pleases!
JOLLIBEE GIRL CARMINA, 1988
The
Jollibee not only caught the attention of many TV viewers but also the members
of the jury of the Creative Guild who were tasked with selecting the Top 10 Ad
Models for 1988.Carmina Villaroel
easily got a place among the winners (that included RJ Ledesma, Michael Alfers,
Ricky Francisco, who all tried showbiz) who were awarded during that year’s Ad
of the Year finals held on 30 Aug. 1988 at the Metropolitan Theater in Manila.
COVER GIRL CARMINA, with Robert Ortega of "That's Entertainment" MR & MS. Magazine Cover, 1989
Influential
movie producer Lily “Mother Lily” Monteverde, head of Regal Entertainment, also saw Villaroel in the commercial and
sought her out, trained her, and set her on a showbiz career that would propel
her to stardom—churning out hit movies of all genres like ”Tiyanak”, “Regal Shocker”,
“Dyesebel”, “Shake, Rattle and Roll II“, Hindi Kita Malilimutan”, “Kahit
Mabuhay Kang Muli”, “Hanggang sa Huling Hininga”, among others. Villaroel also had a flourishing career on TV beginning with "That's Entertainment", sitcoms "Palibhasa Lalake", "Chika Chika Chicks", and the noontime show, "Eat Bulaga".
CARMINA and husband ZOREN LEGASPI, in a Jollibee commercial.
When she
came of age, she married Rustom Padilla, her love team partner in such movies
as “Maruja” and “Hindi Magbabago”. Their marriage was annulled in 2002, and in
2012, Villaroel married actor Zoren Legaspi in 2012. They have twin kids, Mavy
and Cassy, who are currently, both young showbiz personalities.
WATCH THE LEGASPI FAMILY IN A JOLLIBEE TVC HERE:
Villaroel
would be inextricably associated with Jollibee, such that when the twins came
of age, Jollibee signed up the whole Legaspi Family in 2014 for a series of
commercials beginning with one that alluded to Villaroel’s past iconic commercial.
They also starred in other Jollibee product and seasonal ads (Jolly Spaghetti,
Chickenjoy, Magbigay ng Joy). Villaroel’s Jollibee adventure had come full
circle with her return to these ads.
CARMINA VILLAROEL with hsuband Zoren, children Mavy and Cassy.
The passing of retailer billionaire Zenaida “Nedy” Tantoco
on 8 February 2024 brings to a close another chapter in the charmed history of
RUSTANS’-the shopping empire founded by her parents, Bienvenido "Benny"Tantoco Sr. of Malolos, and
Gliceria “Glecy” Rustia-Tantoco. As the eldest daughter, Nedy took over the helm of the enterprise with the same visionary approach espoused by her parents,
RUSTAN’S introduced Filipinos to the finer things in
life, raising their shopping experience to a whole new level.
The couple’s store began in their own living room where
they sold trinkets brought home from their European jaunt. This led to their first
shop in Manila, along San Marcelino St., which evolved into Rustan’s Department
Store. It began carrying signature brands like Dior and YSL, and enjoyed brisk
growth and success in the 60s. By 1970, their flagship store with its distinctive
blue geometric façade was the shopping place to see and be seen, selling lifestyle
brands that represented “the true, the good, and the beautiful”. No, that was
not Imelda’s mantra—but Glecy’s motto.
RUSTAN'S MAKATI, 1970
By that time, their association with the Marcoses was
well-known, and the Rustan’s empire expanded to include another giant branch in
Cubao (1973) and Cebu.
All the major designer brands were sold in Rustan’s: Lacoste,
Lanvin, Gucci, Marks & Spencers, The Gap, Banana Republic, Zara, Calvin Klein,
and many more.
WHEN YOU THINK PHILIPPINES, THINK RUSTAN'S. 1976
Rustan’s was also known for its wide array of Filipiniana
products, and of course, its Supermarkets. The ouster of the Marcoses in 1986,
the death of Glecy in 1994, and patriarch Bienvenido (age 100, in 2021), did
not affect the Rustan’s business as it continued to move forward--it would
operate Starbucks, Duty Free shops and real estate developments (Sta. Elena
Realty).
Rustan’s continue to lead the way in revolutionizing the retail industry, and in uplifting Filipino
taste for goods and merchandise of the highest order, style, and quality. Nothing has
changed after over 70 years of Rustan’s , and that is, to indulge only in what
is true, what is good and beautiful.
BANCO FILIPINO, The First Bank, and its iconic logo.
BANCO FILIPINO was founded in 1964 in Plaza Sta.
Cruz by Tomas Aguirre, whose fortune was built on his successful pawnshop
business.The finance industry was
stunned by its phenomenal growth, and by 1966 was considered a major player in
the banking field.
BANCO FILIPINO....Bank Anytime! 1966 Ad
By the 1970s, it had attracted over a million patrons,
and in the 80s, had 89 branches nationwide. It parlayed its early success into
a sprawling real property development project-- BANCO FILIPINO HOMES, or
B.F. Homes, located in Las Pinas and Paranaque, the largest gated
residential community in Asia.
B.F. HOMES, Print Ad. 1967
It touted itself as the FIRST BANK, as it indeed,
it was the first bank to pay interest on savings deposit, and the first to pay
interest in advance to those with time deposits. BANCO FILIPINO built
its string financial base by accepting small peso deposits, including coin
deposits from small entrepreneurs and unique products like Happy Savers Club
promoted with children in mind.
ARAW-ARAW INTEREST NG INTEREST! 1965-66 Print Ads
BANCO FILIPINO further strengthen its position of
advantage through advertising.The campaign of BANCO FILIPINO was also first in
the industry, in that it used consumer language in Pilipino as early as 1968—“interest
last month, interest this month, interest next month, interest araw-araw!”.
This kind of advertisement was alien to those in the
banking industry—most banks then had been using abstractads such as “Your Partner in Progress”, or
“Place your Future in our Hands”. Then, a year later, when there was a bank run
and BANCO FILIPINO survived it, the slogan “Subok na matibay,
subok na matatag”—to indicate the bank’s stability and strength, was
employed and eventually became a by-word.
WATCH BANCO FILIPINO'S 'Interes ng Interes' TVC HERE:
The campaign is attributed to Ace-Compton, and the
slogan to copywriter Frankie Lacambra (he also created the Bank of Asia “Madaling
lapitan”campaign), which was used
for many years in the bank’s TV and print ads.
BANCO FILIPINO’s amazing run ended in 1985, when
the bank went insolvent and was ordered closed by Central Bank. But after the
Supreme Court declared its closure illegal, the bank reopened in 1994, using
the same communication platform thatmade it famous---“subok na matibay, subok na matatag”.But business was never the same after that. BANCO FILIPINO was
closed again in 2011 by Central Bank for its massive liabilities that exceeded
its assets, leading to its permanent demise.
SOURCES:
4 As Philippines, youtube channel
De la Torre, Visitacion. Advertising in the Philippines :
its historical, cultural, and social dimensions,Tower Book House, 1989
1964-1971, Special Supplements, Banking Institution,
Sunday Times Magazine.
McDo's Most Memorable "Karen/Lolo" TVC, Hemisphere-Leo Burnett, 2001
In 2001, Hemisphere-Leo Burnett produced a
TV commercial for its client McDonald’s that departed from the usual “good
time, great place, great taste” executions that depicted happy folks,
delightful kids, smiling customers in a fun-looking place, with a memorable
jingle to match.
The 45 seconder “Karen/Lolo” ad touched millions just by showing a quiet, simple
interaction between an aging grandfather and his favorite granddaughter Karen.
Slightly peeved for being called by a different name by the grandfather with a
failing memory, Karen’s attitude changed when the grandfather wraps half of the
burger to save it “para sa paborito kong
apo….Karen”.
WATCH McDO'S "KAREN/LOLO" AWARD-WINNING TVC HERE:
(TVC courtesy of 4 As Philippines' youtube channel)
The iconic commercial was one of the most
multi-awarded ads in history. In 2002, it earned a PILAK AWARD from the 4As Philippines, as one of the Top
25 Classic Ads from the last 50 years.
KAREN/ LOLO, PILAK Awardee, 2002
At the 1st Kidlat Ads of the
Decade presented by the Creative Guild of the Philippines in 2010, McDonald's "Karen"TV by Leo
Burnett, shared honors along with Philippine Daily Inquirer "Volcanic Ash" print ad by Ogilvy & Mather and Lotus Spa "Traffic
Therapy" radio ad by JWT. The ads were chosen from the Ads of the Year,
from 1999 to 2009.
Internationally "Karen/Lolo” was the first Philippine ad
to win a Gold Lotus in the ADFEST. This
unique award is given to works that embody local values whether in terms of
culture, religion, beliefs, traditions, language, insights, or context.
CREDITS:
CLIENT: McDONALD's Philippines
AGENCY: Hemisphere-Leo Burnett
Creative Director: Richard Irvine / Edsel
Tolentino
Copywriter: Sheila dela Cuesta/ Art Director: Mike dela Cuesta / Joel
Eudela
Producer: Irene Chingcuangco / Talent Caster: Abbey Young/ Jonathan Herr
PRODUCTION HOUSE: Production Village
Director: Thierry Notz / Cinematographer: Larry Manda
"KAREN” AND “LOLO”, Then and Now
Karen de los Reyes. The character “Karen” was played by a fresh-faced
17 year old talent, GlomiroseAmor de los Reyes (b. 29 Sep.1984), a St. Benilde
student. Glomirose was lured by GMA Networks to join its roster of talents and
it was no surprise that she adapted the screen name Karen delos Reyes”.
She was first signed up for the youth
series “Click”, and went on to bigger projects, joining the reality show
“Survivor Philippines” and appearing as Savannah in the blockbuster fantasy,
“Mulawin”.
Now 39, she is a single mom with a son,
Gabriel Lucas, and continues to be active on TV.
Rudy Francisco. The grandfather role was essayed by 79 year
old lawyer and actor Rudy Francisco (b. 4 Sep. 1922), younger brother of
matinee idol, Fred Montilla. While still a Far Eastern University law student,
the younger Francisco moonlit as an actor, making abiut 10 movies during his
short showbiz stint (1951-54). He was known for “Teniente Ramirez”, “May Araw
Pang Darating” (with Gloria Romero) , “Buhay Pilipino”and Binibining Kalog
(with Lolita Rodriguez). He later lawyered for Sampaguita Films.
Rudy’s son is the businessman, commercial
director, film-tv-stage actor Raymond Francisco, better known as RS Francisco. Lolo
Rudy passed away on 8 May 2019 in Manila, at the venerable age of 96.
SOURCES / CREDITS:
Photo of Karen delos Reyes, GMA Network
Bios of Karen delos Reyes and Rudy
Francisco, Wikipedia
The breakthrough Filipina actress who was the first to
win acclaim internationally was CHARITO SOLIS (b. 6 Oct. 1935/ d. 9 Jan, 1998).
In 1967, she won Best Actress at the Asian Film Festival held in Tokyo, Japan for her role in “Dahil
sa Isang Bulaklak”, of Nepomuceno Films.
Manila-born Rosario Violeta Solís Hernández was
introduced in LVN Pictures’“Niña
Bonita” (1955) with Jaime dela Rosa. Her maiden film was such a hit, paving the way for a career that spanned over
4 decades.
DAHIL SA ISANG BULAKLAK, Print Ad, 1966
Her stint with Nepomuceno Films was most memorable. From
1967 to 1971, she starred in some of the most critically acclaimed movies of
her career, starting with “Dahil sa Isang Bulaklak”, which became the country’s
1st entry to the 40thOscar Awards, and for which she got invited to attend the awards night.
Solis next
appeared in “Igorota” (1968), daring because of her barebreasted appearance.
She scored a FAMAS Best Actress for this film. The next year, she did “Ang
Pulubi”, released internationally as “The Beggar”. She would win an
unprecedented 5 FAMAS Best Actress nods,
the other 4 being for Her other
four FAMAS Best Actress wins were for “Kundiman ng Lahi “(1949); Emily (1960);
Angustia (1963); and Don't Cry for Me, Papa (1983). For this, Solis was
enshrined in the FAMAS Hall of Fame.
ANG PULUBI, print ad. Courtesy of Arch. Gerard Lico
She extend her career in television, beginning with “The
Charito Solis Show” (1966-68) , ABS-CBN) and “Obra Mestra” (1973). But it was
in the comedy sitcom “Okay Ka Fairy Ko”(1987) as the flamboyant and meddlesome fairy Ina
Magenta, that she found newfound fame in the 1980s.
CHARITO SOLIS FOR CAMAY, 1955
CHARITO SOLIS was tapped by a few, but well-known beauty
products of international companies. She was an early CAMAY beauty when the
best-selling Procter & Gamble PMC soap was launched, that used the
country’s biggest movie stars in its promotional ads.
CHARITO SOLIS FOR POND'S, 1975
Twenty years after, in 1975, she became a celebrity model
for POND’s, then from Chesebrough Manufacturing Co. affiliated with PRC (Phil.
Refining Co.). Solis’s testimonial ad was one of a series, that included teen
personality Jackie Lou Blanco, beauty queen Charina Zaragoza, and international
model Jolina Zandueta, among others.
CHARITO SOLIS died of a heart attack in Calamba, Laguna, age 62.
Her last appearance was for an episode in GMA Telecine Specials aired in 1998,
entitled “Iguhit mo sa Alaala”.
BRING OUT THE SAUSAGE AND THE SPREAD OF LADY'S CHOICE! 1969
LADY’S
CHOICE is
top-of-mind when it comes to mayonnaise and salad dressings. But in its early
years, the Philippine manufacturing
plant known as California Manufacturing Company (CMC), started operations in
1955, producing many other product lines—including canned goods like LADY’SCHOICE VIENNA SAUSAGE and LIVER SPREAD, which came out in 1969.
But the
market was already swamped with those products, with cheaper brands like
Philips and Reno dominating the landscape. CMC eventually focused its
operations on its salad dressing and spreads, which today—under Unilever--continues
to have a strong patronage