Sunday, April 18, 2021

319. World Boxing Champion, GABRIEL ‘FLASH’ ELORDE for KLIM POWDERED MILK, 1960


KLIM was one of the early American milk brands that found its way to the Philippines, through importer Getz Bros. in the early 1930s. the brand is “MILK” spelled backwards, first createad in 1920 by Merrell-Soule Company of Syracuse, New York. It was developed as a dehydrated whole-milk powder for use in the tropics, where ordinary milk tended to spoil quickly, so it was perfect for the Philippines. In fact, during World War II, it was included as part of the military jungle rations of the U.S. Army and was used by the Red Cross to feed prisoners of war

KLIM was advertised as early as 1935 in the Philippines, and was actively promoted through the decades, especially through its peak years in the 60s. 

In 1960, the Borden company sought the services of rising professional boxer,  GABRIEL “Flash” ELORDE (b. 25 Mar. 1935/ d. 2 Jan. 1985), who made his professional debut at the age of 16  in 1951, against Kid Gonzaga. He was the most well-known boxer in the country by that time, and lost only twice in his first 14 fights. But he gained international prominence when he became the  Junior Lightweight Champion of the World against Harold Gomes.

 Elorde and his family, which included wife Laura, two boys and daughter, appeared in the 2-color print ad for KLIM—The Complete Milk--where he claims that “My family keep in shape with KLIM”. “That’s why, I think every family should drink this milk”, he suggests, “my family always drinks KLIM at mealtimes”.

 By the end of his long and illustrious boxing career in 1971, Elorde had a achieved a record that is hard to beat: The first Filipino boxer to hold the WBA and WBC World Title belts, the first to become a World Super Featherweight/Junior Lightweight Champion, and the first to hold longest the Junior lightweight division title--7 years 3 months. Elorde retired with a record of 88 wins (33 KOs), 27 losses and 2 draws.


Even in retirement, Elorde was a visible presence on Philippine media, due t his association with San Miguel Beer. He was tapped to appear in a 1984 commercial for the world-famous beer along with Bert Marcelo and Rico J. Puno, entitled “Pulutan”, where he delivered the punchline “isang platitong mani”. The commercial was voted the year’s best TV ad for 1984.

Considered as the greatest super featherweight champion of all time in WBC history, he was inducted into the World Boxing Hall of Fame in 1988 and the International Boxing Hall of Fame in 1993. Elorde also made itof the 80 Best Fighters of the Last 80 Years by Ring Magazine, the world’s leading publication on the sports of boxing. Two of his grandsons, Juan Miguel and Juan Martin Elorde, have followed in his footsteps as boxers.



Gabriel Elorde:

Elorde Photo:

BoxRec/Boxing's Official Record Keeper: Flash Elorde boxing records:

Sunday, April 11, 2021

318. CAFÉ BUENO, “No Nerves” Print Campaign, 1962


Commonwealth Foods Inc. was founded back in 1951 and its first flagship brand was  the popular CAFE PURO. It paved the ay for the opening of a new Comfoods plant in 1956,  the country’s first instant and soluble coffee manufacturing plant. Once established, new variants were added to the Café Puro line in 1958:  CAFÉ EXCELENTE, a premium brand known for its winey taste, and CAFÉ BUENO, the decaffeinated version. 

PARACHUTE JUMPER, Cafe Bueno, 1962

When CAFÉ BUENO was launched, its benefit of “having coffee as often as you want and wake up refreshed” was touted in the headline.  Since it had less caffeine, it caused no jitters—“no nerves”, as the copy noted. Four years later,  the “no nerves” story became the 1962 campaign’s central theme. 

HUNTER, Cafe Bueno, 1962

To visualize the benefit, critical situations in which alertness was pivotal were used in a series of ads: jumping with a parachute, hunting and shooting a wild animal, walking on a tightrope.

TIGHTROPE WALKER, Cafe Bueno, 1962

CAFÉ BUENO enjoyed a level of popularity with a niche market throughout the late 60s, longer than CAFÉ EXCELENTE, which was phased out by 1966.  

Tuesday, April 6, 2021

317. BEAR BRAND STERILIZED MILK “Generations” (“I Remember Yesterday”) TVC Campaign (ca.1988-90)


BEAR BRAND Sterilized Milk  is an iconic milk brand with a long history in the Philippines, one of the first brands to be imported locally at the turn of the 20th century. It is no wonder that “Marca Oso”, as it was popularly called, became a part of the everyday life of Filipinos for many generations. The heritage story also inspired the creatives of Advertising and Marketing Associates (AMA) Consolidated to use this angle in crafting BEAR BRAND’s new campaign around 1981, producing a "Decades" TVC that used vignettes to show how the milk brand played a role in nourishing Filipino families, under the theme--"The special milk trusted for generations"/ 

Few years down the road, around 1988, a refreshed campaign was launched again for BEAR BRAND, usin te same thematic line, but executed differently.


The result was an epic, jingle-based commercial that was unprecedented in terms of length (a minute and a half!)  and cost—a novel idea at that time. The agency came up with a series of period commercials situating BEAR BRAND in the lives of Filipinos through decades,  adding the line, "So much a part of our lives", to the original positioning statement "The special milk trusted for generations”.  

The commercials were noted for their grand production design, period sets and wardrobe, plus wonderful casting. The main commercial was pure nostalgia, prefaced by the jingle line “I remember yesterday, the world was so young….” , shows a 1930s scene where family members visit grandma. A young boy is prodded to “dance with Lola”, with courtesy shots of family members drinking the milk. 

A picture is taken by the boy’s father as lola and grandkid dance. Fast forward to the 1980s. A young girl points to the same picture, now old and framed, and points to the young boy. She asks an oldish man by her side—“Is that you Lolo?”. To which the senior citizen replied—“Yes…Look at my mole!”. We realize he was the same little boy 5 decades ago!  The story comes full circle when the Lolo starts dancing with her granddaughter. 

The BEAR BRAND “Generations” commercial not only became famous for its jingle, and memorable dialogues, but an urban legend developed around the other girl talent (the one wearing a ribbon) who is  allegedly a ghost. Her face, people say, is never seen in the commercial, and in the end shot, she mysteriously is  not present!

The campaign lasted through the early part of the 1990s. There has never been another BEAR BRAND ad that reached the level of prominence and popularity that this campaign has achieved;  in fact, most children of the ‘80s are quick to recall and sing the jingle that began wistfully  with—“I remember yesterday..”



ART DIRECTORS: Franz de Castro, Roel Sunga / COPYWRITER: Joyce Bustamante

CLIENT: Nestlé Philippines


Bear Brand old Commercial,, uploaded by Marwin Manuel, 17 Dec. 2009.

Dela Torre, Visitacion. Advertising in the Philippines, Its Historical, Cultural and Social Dimensions. Tower Book House. 1989.

Wednesday, March 31, 2021

316. She Likes To Teach the World to Sing: SUPERSTAR NORA AUNOR FOR COKE, 1972

One of Coca-Cola’s most globally successful and popular advertising campaign was launched in 1971, conceived by McCann-Erickson executive Bill Backer. While in an airport in Ireland waiting for his next flight, he saw people in a huddle, chatting and laughing while having their Cokes. Inspired by the sight, he wrote “I’d like to buy the world a Coke..” on a table napkin. He discussed the lyrics with songwriter Roger Cook and Roger Greenaway, who set the words to a tune that they had used before for a song “True Love and Apple Pie” and ha the folk group the New Seekers record it as a Coke radio jingle.

THE NEW SEEKERS' VERSION "I'd Like to Teach The World to Sing"


The jingle became a monster hit for the New Seekers (it reached the Billboard Top 15) that a TV commercial was produced entitled “Hilltop” . The band couldn’t make it to the shoot so a new group, The Hillside Singers,  were tapped to sing the Coke version of the song. 


The commercial featured a group of  young people from all walks of life, coming together on a hilltop, while holding their Coke and singing to this new version  of  “‘I’d Like To Teach the World to Sing  (In Perfect Harmony). The Hillside Singers earned a Gold Record award from the Recording Industry Association of America. In addition to creating chart-busting records, the Coca Cola campaign went down in history as one of the greatest marketing campaigns of all time.

 NORA AUNOR VERSION "I'd Like To Teach the World To Sing"

The ‘Hilltop’ campaign was aired in the Philippines, but a local adaptation of the campaign was done by McCann Erickson in 1972 featuring superstar Nora Aunor no less--then at the pinnacle of her career. 

She did a full-tri media campaign, supported by sales promotions (Coke gave away autographed pictures of Guy and her Coke), and music marketing on radio via a full song recording of the hit jingle “I’d Like to Teach the World to Sing”, that was included in one of her long-playing albums under Alpha Records. 

Of course, three years later, she was singing a different tune. Coke was no longer it for Guy—she was having her Pepsi Day!


SOURCES:, 'I'd Like to Teach the World to Sing': The Story Behind the Classic Coca-Cola Jingle,

Youtube: “ The New Seekers - I'd Like To Teach The World To Sing 1972 with Lyrics”,, uploaded by islander8

Youtube: Hilltop Remastered,, uploaded by the Coca Cola Company, 4 April 2016. 

Youtube: “I'd Like to Teach the World to Sing (1972) by Nora Aunor (HD)”, uploaded by Edgar Ebro Videokeking2018 on 5 June 2019.

Hillside Singers:, Uploaded by Lorri Hafer, 7 Aug. 2015

The Hillside Singers,

Monday, March 22, 2021

315. Celebrity Endorser: LVN Pictures’ MARITA ZOBEL for Lifebuoy, Scott’s Emulsion, Buttercup and McDonald’s



Iloilo belle Mary Ann Blanch (b. 18 Jun. 1941)) was an avid fan of Gloria Romero which inspired her to join showbiz via a talent contest. At the height of the “troubled juvenile delinquent teens” era, LVN Pictures launch a talent search for a “Good Girl”,  to star alongside Lou Salvador Jr., touted as the ‘James Dean of the Philippines’ for his launch film, “Bad Boy”.  The Ilongga bested 300 applicants and clinched a supporting role in the 1957 movie, under the name “Marita Zobel”.  

The Manuel Silos drama bagged the Famas best picture and best story trophies. It also competed at the 10th Berlin International Film Festival in Germany, and was exhibited at the 1960 Asian Film Festival in Tokyo, Japan.

 Portraying sweet virginal types, Zobel gained the attention of critics in“Biyaya ng Lupa” (1959) directed by Manuel Silos. As Angelita, a rape victim who suffered mental trauma, Zobel was nominated for the best supporting actress award at the Famas; the film itself won Best Picture and Best Story trophies.

 Marita’s  fresh wholesome beauty snagged her a LIFEBUOY SOAP contract for a series of print ads in 1961, alongside another heartthrob, Robert Campos, with whom she was also paired and romantically linked.  

In the 1970s, she continued to appear  in at least 2 commercials—one for BUTTERCUP, a Magnolia brand of fresh, premium margarine. Her wholesome ‘young mother ‘ image served her well as she also was seen in a SCOTT’S EMULSION print series that included contemporary celebrity moms like Nida Blanca, Amalia Fuentes and Tita Duran.

LIFEBUOY AD, Marita Zobel with Robert Campos, 1961

She found more fame when she transitioned from film to TV, joining the cast of “’Naku Po!  Tatang!” in 1982, with Leroy Salvador,  Bentot Jr., and father Bentot. The sitcom enjoyed a measure of success and lasted until 1986.  During these time, she was also active in movies, many of which were Sharon Cuneta starrers for VIVA Films

SCOTT'S EMULSION Marita Zobel AD, 1971

It would be over 20 years before was seen again—this time in a grandmother role for a memorable McDONALD’S commercial that came out in 2013. In that endearing TVC, she played a granny, singing Petula Clark’s 1960s hit, “Downtown” while making herself up. All along, her little granddaughter aped was by her side, aping her every move, including her singing.


Today at 79, Marita Zobel  still makes choice appearances  on TV. Her latest  was in the cast of  the telenovela “The Story of Us” (2016, Channel 2), and a recurring role in “Destined to be Yours (2017, GMA 7). She is a half-sister of 1990s singer-stage actor Jaime Blanch, and grandmother of Miss Universe Philippines 2020 1st Runner up Ysabella Ysmael.


Colored Vintage Picture of Marita Zobel: VIDEO 48

Marita Zobel, 78, urges elders in show biz to be prayer warriors by Marinel Cruz, Philippine Daily Inquirer / 12:40 AM April 14, 2020

McDo Philippines TVC 2013 Lola and her little apo sing 'Downtown' [HD], uploaded by Allan Franco Ocal, 26 Sep. 2013.

Friday, March 12, 2021

314. Behind the Scenes: JOLLIBEE’S “PASALUBONG” aka “JENNIFER” TVC, 1991

PASALUBONG (or more popularly known by TV viewers as "Jennifer") Basic Advertising, 1991.

The unforgettable fastfood commercial that sold hundreds of thousands of Jollibee products also sold thousands of Coralyn dolls---the same doll brand featured prominently in the TVC.

The commercial , originally entitled “Pasalubong”,  was the brainchild of the Jollibee  creative team of Basic Advertising, renown for creating “very Filipino” commercials.

WATCH JOLLIBEE'S "Jennifer" TVC here:

The venerable Minyong Ordoñez, being Basic's Chief Creative Officer, oversaw the creation of the campaign written by veteran Kiko Gargantiel. The theme of the one minute-commercial revolves around the domestic challenges faced by busy working couples, particularly a mother, who has to leave her child (Tricia)  at home in distress over a missing doll, Jennifer. Feeling guilty, she reassures her daughter that she will find her doll, a promise sealed with a pasalubong of Jollibee treats. Indeed, the doll is found, and the family celebrates with a Jollibee eating spree.

The project was assigned to production house Electromedia. Chosen to direct the TVC was rising star director Mandy Reyes, who had previously worked on minor projects before being given the chance to handle a major production for an icon brand, Jollibee. Mae Paner ( now recognized more as Juana Change) was assistant director for the October 1991 shoot date.

 He remembers the project briefing. “In the original board,  the child was missing a pet cat—instead of a doll.  But at that time, the “pusa sa siopao” story was going around so, a ragdoll replaced the pet”.

The child talent who portrayed Tricia was  5 year-old  Tricia Coronel. It was she who tearfully uttered the line “Nawawala si Jennifer..”, and who kept calling out her name “Jennifer”, in a tone so touching, it moved many viewers and led to a high TV recall.

Direk Mandy recalls shooting that pivotal scene inside a Bel-Air house location: “I remember rolling the camera continuously (film pa yon) in that crying scene “Nawawala si Jennifer”, and I kept on telling her—“isa pa, isa pa, isa pa. Na medyo makulit na ko, then she just broke down crying while saying the line”. Needless to say, the director got his perfect take and called it a wrap.

The commercial was aired to a rousing reception. Children imitated Tricia’s plaintive cry—“Nawawala si Jennifer!”--and proceeded to call her name. That scene from the commercial was even spoofed in the musical comedy film "Andrew Ford Medina: "Wag kang Gamol!" (1991) that launched Tricia Coronel's brief showbiz career. The movie soundtrack even featured a song inspired by the commercial, entitled--what else--"Jennifer"!

TRICIA reprises her Jollibee role in the 1991 Andrew E. movie "'Wag kang Gamol"
Screen grab: Courtesy of retrovologs.

Listen to "Jennifer", from "Wag kang Gamol"

It is claimed that many baby girls born in late 1991 (when the ad was aired) were named “Jennifer”. Coralyn Dolls, also had their heyday, with a surge in demand and sales of their iconic cloth dolls.

As for “Jennifer”—she is still around, secured in a glass case in the home of Direk Mandy Reyes, who spirited her away after the shooting!


Info provided by Direk Mandy Reyes

Old Jollibee Commercial, uploaded by Michael Bochog, Dec. 12, 2013.

Andrew Ford Medina: Wag Kang Gamol, youtube, uploaded by RETRO Vlogs, April 17 2020

Andrew E.,Tricia Coronel, Dennis Padilla | Jennifer, by E’ckam Dec. 25, 2018

Special Thnaks to Ralfyman. 

Saturday, March 6, 2021

313. WHITE BAND SHORTENING, Philippine Refining Co.’s (PRC) Answer to PMC’s Purico


In the  early 1950s,  PMC’s (Phil. Manufacturing Co.)  Purico was lording it over as the no. 1 shortening in the Philippines—good for frying, baking and cooking.  PRC (Philippine Refining Co.) was in direct competition with most of the products of PMC, particularly beauty bars, health soaps and detergents. Not to be outdone, the company came up with WHITEBAND SHORTENING, for frying, baking and sautéing. Instead of being packed in cartons, WHITEBAND initially came in tin pails.  Later, the shortening was packed in colorful and re-usable plastic pails. 


To differentiate it from Purico which featured everday dishes and recipes, WHITEBAND touted its promise of giving luxury-taste to dishes. It even resorted to copying Purico’s recipe ads, endorsed by a ‘a famous home economist, Betty King. It is interesting to note that Betty King was also used in Australia by World Brands Pty Ltd and promoted as one of the leading ladies of Australian cookery. In  reality, she doesn’t exist. She was, no doubt, inspired by the equally fictional Betty Crocker in America. WHITEBAND ceased to exist by the early 1960s, soundly trounced by Purico’s effective and massive marketing and advertising support.