Tuesday, June 25, 2019

228. Mother And Daughter Models: ROSA ROSAL & TONI ROSE GAYDA

LIKE MOTHER, LIKE DAUGHTER, Rosa Rosal with only daughter, Toni Rose Gayda.

Rosa Rosal (born as Florence Lansang Danon on 16 Oct. 1931) was one of the prized stars of LVN Pictures. She often assumed the roles of femme fatales, sexy vixens, wayward girls (but with a heart of gold) and a daring, seductive siren.

She was only 15 when she appeared in her first movie, “Fort Santiago (1946) by the Nolasco Brothers Studio. Her performance impressed the LVN bosses who got her  and transformed her into a fine actress in such classics as Biyaya ng Lupa (1959) and Anak Dalita (1956). She won the FAMAS Best Actress for Sonny Boy in 1955.
ROSA ROSAL, Early CAMAY GIRL. Print Ad, 1953.

Offscreen, Rosa Rosal led a quiet , purposeful life. She joined the Philippine National Red Cross in 1950 and has actively promoted blood donation though the years. She also engaged in charitable and humanitarian work on TV (Damayan, Kapwa Ko, Mahal Ko) that won for her the ramon Magsaysay Award in 1999.

As such, she became a role model and early in her career, she was chosen to be one of the 1950s CAMAY Girls, that included such legendary screen beauties like Norma Blancaflor, Gloria Romero, Nida Blanca, Nenita Cardenas, and Charito Solis.
ROSA ROSAL, for GENTLE Fine Fabric Deteregent, 1976.

In the 70s decade,  Rosal became active on television, and did dramas and sitcms like “Yan Ang Misis Ko”, opposite Ronald Remy.  She also did one movie in 1976,”Sakada”, directed by Behn Cervantes, that was banned by the Marcos government. Because of her familiarity to TV audiences, Rosal was persuaded to appear in a commercial for GENTLE Fine Fabric Detergent.

Rosal’s daughter with American pilot Walter Gayda whom she married in 1957, alo had a successful run as a showbiz personality. Toni Rose Gayda became a sought-after model, and was a CAMAY Girl, like her mom.  She did at least ne campaign for JOHNSON’S BABY LOTION, in 1979, with Ace Compton Advertising, Inc. 

TONI ROSE GAYDA, for Johnson's Baby Lotion, 1979.

Toni Rose Gayda, later found fame as a TV host of Eat Bulaga (1996-2014), following her stint in Student Canteen and Lunch Date. Gayda presently co- hosts of A Song Of Praise Music Festival on UNTV,  gospel music TV program.

Friday, June 21, 2019

227. Creative Guild’s 1984 TV Ad of the Year: SAN MIGUEL BEER “Pulutan”

David Ogilvy identified several elements which could make a TV commercial register in the minds of the market, and among them are such formulae as slice of life and dashes of humor. He warned, however, that “very, very few could write funny commercials that are funny.”

Humor certainly carried the day, not to mention the campaign, for the very first Creative Guild Television Ad of the Year, a 30-second drinking table argument among friends that was concluded with one of the decade’s mist memorable advertising one-liners.

The client was San Miguel Beer, a min account of Philippine Advertising Counsellors from when the brand first began advertising in the ‘60s, to the time the San Miguel account moved to McCann-Erickson in 1986.

The campaign was “Ito ang Beer”, which had been launched to confront the first product to challenge the best selling Pale Pilsen’s leadership in years, Beerhausen.”We were simply out to reinforce the product’s market position,” says Romy Sinson., then, one of the copywriters along with pal, Julius Deslate, on the San Miguel account.

Now president of SLG Advertising, Sinson recalls how the campaigngave him a chance to use that favorite Pinoy humor genre, the anticlimax, in a series of commercials starred in by the brand’s 5-man team of well-known endorsers: comedian Bert Marcelo, boxing great Gabriel “Flash” Elorde, singer Rico J. Puno, billiards champion Amang Parica, and racing winner Jockey Eduardo.

The commercials had progressed at an entertaining pace;  after a series of 15-seconders focusing on the accomplishments of each spokesman, invariably ending with the assurance that “Ito ang Beer,” the boys figured in more ads  that had them arguing over options, whether it was music to play for the night, or which watering hole to head for. “The common element was San Miguel Beer,” Sinson says. “The message was that , no matter what your taste was and where you were heading, san Miguel Beer was the best companion to have around. “


The winning ad”,  the “Pulutan TVC”, had the protagonists again at odds over the evening’spica-pica.The ad is a delightful sequence of memorable reaction shots from the different personalities; the late Elorde’s calm drawl is perfect foil to Puno’s arrogrant demand for “crispy pata” and Marcelo’s agitated whine for “inihaw na pusit”.

Adding even more spice is the nameless waiter, who is exasperation personified,, especially when Elorde settles the matter with his ludicrous but legendary request for isang platitong mani”.

Romy Sinson credits the directorial wizardry of Jun Urbano for a huge “50%” of the commercial’s with-it appeal. Needless to say, Beerhausen’s German-flavored campaign was steam-rollered by the gang’s  endearingly Pinoy antics. The dialogue became so popular that “isang platitong mani” even became a movie title. “Everybody familiar with the San Miguel campaign remembers the ad.” Sinson recalls.

ADVERTISER: San Miguel Corp.
PRODUCT: San Miguel Beer
AGENCY: Philippine Advertising Counsellors
COPYWRITERS: Romy Sinson, Julius Deslate
ART IDRCETOR: Edwin Wilwayco
DIRECTOR: Jun Urbano
PRODUCER: Jun Castro

PERFECT 10: A Decade of Creativity in Philippine Advertising, Published by the Executive Committe of the Creative Guild of the Philippines. 1995. Butch Uy, Alya Honasan
 "Isang Platitong Mani" TVC:https://www.youtube.com/watch?v=J-PnNCgP1BQ, uploaded by Casvar Daikun. Published on Feb 3, 2009
“Isang Platitong Mani” title slide: OJ Movie Collection, Published on Sep 18, 2016

Monday, June 17, 2019

226. MARCELO STEEL CORP., Jose Rizal Print Ad Series, 1961

MARCELO STEEL CORP. was one of the businesses of industrialist Jose P. Marcelo, who had started as a successful manufacturer of rubber shoes (Marcelo Rubber Co.). In 1948, he bought the Nail Plant and its equipment of the government-owned National Development Co., for Php100,000. He took over and made a million pesos in his first year of operation.

By the 1950s,  MARCELO STEEL CORP. was one of the leading steel fabrication plants in the country. Its 12th year of operations coincided with the centennial birthday of Dr. Jose P. Rizal, so it released a series of corporate ads—6 in all-- that communicated his  ideals and insights on various aspects of life , that are shared by the giant steel company in the pursuit of its purpose and business mission/vision. Accompanying these ads were reproduction of panintings done by leading and rising  artists of the 1960s.

Service to Others Before One’s Self. Rizal maintains that “the duty of modern man..is to work for the redemption of humanity…and once man is dignified, there would be less unfortunates and more happiness..” Similarly, the company has “a policy of giving substantially, in cash and in kind, to various civic, charitable and educational institutions.”The painting, by Gregorio Custodio, shows Rizal being put under arrest by Spanish authorities in Barcelona.

Holding High the Brow Serene. This ad refers to Rizal’s reminder that we should “work for a purpose”. This is in synch with the vision of the company “which dreives satisfaction from its role in providing livelihood to thousands of Filipinos, in supplying vital requirements of the construction industry at low cost, and in contributing substantially to a more stable national economy”. The painting, showing Rizal soeaking “Los Indios Bravos”, was painted by Gabriel Custodio for Caltex.

Behavior to Deserve a Friend. “To have a good friend is a great fortune”, Rizal once declared. The corporation has always affirmed that “its foremost aim is to deserve the patronage and goodwill of the Filipino people. Th paining is by Fernando Amorsolo Jr. showing Rizal with friends, Ferdinand Blumentritt and MaximoViola.

The MARCELO enterprise became a large empire that, at its peak, included a rubber plantation, a fertilizer, a small boat manufacturing facility—aside from the shoe plant and the steel fabrication business. Unfortunately, upon the death of the patriarch, the businesses collapsed in the 1990s, brought down by a repressive political regime, liberalization, and most of all—festering family feud. The messages of Rizal, once inscribed in the company’s own ads, apparently have all been forgotten.

Tuesday, June 11, 2019


On the occasion of the inauguration of the Philippine independence in 1946, many private enterprises sent out their warmest felicitations to the new republic and its first president, Manuel A. Roxas through their advertisements, a selection of which appear on this feature.

The Far East Air Transport was founded by  Don Salvador & Dona Victoria Araneta in response to the economic recovery of the country from the devastation of World War II. They established  the first Filipino-owned airline in the Philippines called Far east Air Transport. This led them to put up an aircraft mechanics school known today as FEATI University.

Greg Fallesgon was one of the advertising and photo engraving store to service the needs of stores that lined up the commercial district of Sta. Cruz, Avenida, and Azcarraga, where his offices were also located. It created ads, window and merchandising materials for retail establishments in the 1940s.

The company that was engaged in such diverse businesses as export-import, insurance and paper manufacturing was founded by Swiss J.M Menzi. He had come to the Philippines as a trader sometime in 1910, formed J.M. Menzi Corp, and acquired rubber plantations in Basilan. Upon his death, he was succeeded by his son Hans Menzi, who became a publisher of the Manila Bulletin.

La Fábrica de Cerveza San Miguel opened in 1890 at Calle Aviles, an enterprise began by  Enrique Ma. Barretto de Ycaza y Esteban, after getting a grant from Spain. The brewery, maker of the country’s premiere San Miguel Beer, got its name from the San Miguel district of Manila.

“La Estrella del Norte” was founded by the Levy Brothers (Adolphe, Charles and Raphael) in 1870, and started as a jewelry and watch shop in Iloilo. The Escolta shop became one of the biggest department stores in the country that sold local and imported goods.  It diversified and sold bicycles, appliances, and later, even cars! It had downsized in the 1960s, and today, a small  “La Estrella del Norte store is still in operation in Makati.

The leading metalcraft business  in the Philippines was founded in 1890 by Crispulo M.  Zamora (1871-1922), a master engraver. Eminent engraver and silversmith, Crispulo M. Zamora. It was the premiere maker of medals, medallions, trophies,plaques and commemorative coins at the turn of the 20th century.

The Philippine Press Wireless, Inc., was an American company that was granted a franchise in 1938 to construct, maintain and operate in the Philippines stations for the reception and transmission of wireless long distance messages, pictures or other matter pertaining to the press. It merged in 1965 with Globe Wireless Ltd. And Mackay Radio and Telegraph Co. and became Globe-Mackay Cable and Radio Corp., a predecessor of Globe Telecom

Reneé Thornton was a brand of cosmetics established in 1923 by Paramount Cosmetics  with offices  in New York. The products became available in the 1940s throughUy Su Bin & Co which exclusively distributed them.

The favorite Filipino ice drop brand in the 1940s was one of the side-businesses of Ed. M. Sison & Co., which was in the business of building and selling air condition, refrigeration unitsand industrial cooling equipment. The company thus, also made ice desserts like ice drops and ice cream. Sison Ice Drops, were made in their Sampaloc plant and were popular for its Pinoy flavors, like buko, pinipig, mongo and keso.

GLO-CO Beauty Products  were the most popular pre-war cosmetics in the Philippines. Brands like Gloco Beauty Crème Soap, Face Powder and Tonix hair and Skin Tonic were distributed by Asiatic Commercial Corp., and later, Cromwell Cosmetic Export Company, Inc.. Advertised in the Commonwealth years, GLOCO reached the peak of its popularity in the 1950s. Because movie stars endorsed them, they were known as “Hollywood beauty products”

Wednesday, June 5, 2019

224. The First Gwapos of ESKINOL MASTER, (1974-1987)

ESKINOL was a locally-made skin care product Eskinol that was created back in the 1940s by pharmacist Dr. Esperanza Castro-Palting. The first product,  Eskinol Facial Lotion, was made for men and women, but its early advertising targetted only the female market.

It was not until 1972 that and Eskinol product solely for men was developedand launched—ESKINOL MASTER. The new product gained enough traction and began advertising in 1974 using popular male celebrities.  Before its most successful campaign “Sikreto ngMga Gwapo” was rolled out in 1994, there were at least 3 models—alll “gwapos” in their own right, who preceded Rico Yan, James Reid and Alden Richards.

Victory “Cocoy” Laurel (b. 1 Jul. 1951) is the first known celebrity male endorser for ESKINOL MASTERin 1974. The middle child of former Vice President Salvador Laurel and  stage actress Celia Diaz-Laurel, Cocoy  entered showbiz via the “Search for the Philippines’ Romeo & Juliet”, a contest to promote the Franco Zefirelli movie “Romeo and Juliet” in 1969 where the 19 year old bagged the “Romeo” title  to Lotis Key’s  “Juliet”. He debuted in the 1971 film, “Lollipops and Roses and Burong Talangka”,  where he played the love interest of superstar Nora Aunor. The movie blockbuster made him a screen idol. At his peak, he recorded songs, performed in a live concert and made a film with Miss Universe Margie Moran in “Oh, Margie, Oh!”  In 1989, Cocoy was cast as assistant commissar in Miss Saigon in London. This led to playing the lead role of the Engineer in Miss Saigon’s Australian version .

Christopher "Boyet" Strauss de León (b. 31 Oct. 1956) is the son of top screen stars Lilia Dizon and Gil de Leon. He was launched to full stardom in the 1973 film, “Tinimbang Ka, Nguni’t Kulang”, for which he won a FAMAS Best Actor award, he would win a ttal of 5 FAMAS acting awards. He was first married to Nora Aunor whom he met when he did the film, “Banawe” with her. He is currently married to actress Sandy Andolong . He has done over 120 films, stage plays,  as well as TV programs—from gag shows like “ Going Bananas” and countless telenovelas. Boyet is the first actor to appear in a centerfold in a 1974 women; magazine. He was signed up as an ESKINOL MASTER model in 1984.

Eduardo Barrios Manzano (b. 14 Sep. 1955)  was signed up as an ESKINOL MASTER model in 1987. This  American-born  actor spent his early years in the U.S. where he joined the Air Force at age 17. When he returned to the Philippines, he went to school in La Salle, where he dabbled in modeling, and appeared in a Lux Soap commercial that starred Hilda Koronel. He broke into movies and made many popular films in the 80s and 90s, like “Working Girls”, “Captain Barbell” ,”Maging Sino ka Man”,  “Separada” and “Tanging Yaman”. He tackled a variety of roles—as the handsome dramatic lead, as a movie villain, or as  a funnyman .  He was also known as talk-show host for TV aswell as gameshow host  of “The Weakest Link”, “Pilipinas, Game KNB?”, “ 1 vs. 100” and “Asar Talo Lahat Panalo!.” Manzano also embarked on a political career as Vice Mayor of Makati in 1998, but lost when he ran for the city’s mayoralty. He was also defeated in the senatorial race. Edu is the father of Luis Manzano, his son with Vilma Santos.

Wednesday, May 29, 2019

223. The Cream and Sunshine Butter!” ANCHOR BUTTER, Print Ads 1966-1981


Would you believe that ANCHOR BUTTER has been around for over 130 years? Yes, the fresh, creamy butter that has always been a favorite in the Philippines is the creation of English farmer Henry Reynolds, who settled in  New Zealand and established a dairy factory at Pukekura in the 1880s with the help of American David Gemmel who also provided him with a butter recipe.

Reynolds invested in  modern dairy machinery and turned out butter blocks made only from the finest milk from Waikato.  It was said that he used an anchor as a logo after seeing an anchor tattoo on the arm of a sailor who had been his regular supplier of milk. That was how ANCHOR BUTTER came to be in 13 November 1886

Initially , the factory managed to churn out only 45 kilograms of ANCHOR in one year, but as his butter gained widespread popularity  and recognition.  It was even awarded a gold medal at the Melbourne Exhibition in 1888. Business boomed and he put up more factories—8 in all by 1896. He sold his products also in London where he had also built a cool store there.

Reynolds sold his lucrative business to the New Zealand Dairy Association in 1896, which was instrumental in the promotion of NZ of dairy products in the United Kingdom.  Up to 90% of New Zealand’s dairy exports were being sold in UK, where ANCHOR became  a best-selling butter.

ANCHOR,  “the leading brand of the choicest butter from the loveliest dairy pastures in the world” and “fresh as a sea breeze, pure as the sunshine”, was ready to expand globally, and was pushed into new markets like America and Asia.
It was in the mid 1960s that ANCHOR BUTTER became available in the Philippines. As it was distributed here, the ANCHOR had a premium image and sold at a higher cost. It found a niche among the uppity class, even at that time,  Filipinos were into margarines and pseudo-butter that were decidedly cheaper. It was sold in blocks wrapped in paper, and cheaper ½ and ¼ pound block  sizes.

 ANCHOR BUTTER print ads began appearing in weekly magazine in 1966, but placements were intermittent. It was only in the 1970s, when the local NZ Dairy distributor assigned ANCHOR to a full-fledge agency, J. Romero & Associates, which created ANCHOR’s memorable TV commercial.
It was a simple series of product application shots---a pat of ANCHOR BUTTER sliding on a hotcake, or on toast, interspersed with eating and reaction shots. What made the commercial appealing was the jingle, sung by the chanteuse Nelda Navarro:

The cream and sunshine butter

True to its classy image,  Englih-speaking radio and TV personality Leila Benitez, provided the voice over, extolling the virtues of the pure, creamery New Zealand butter with a diction so polished and perfect. The vintage 70s jingle would be resurrected again in the 1987-88 campaign “Butters Better” campaign.

ANCHOR BUTTER would have sporadic advertising on print and TV in the 1980s, especially as it became the No. 1 selling butter in the Philippines in 1981.
In 2001,  the New Zealand Dairy Group which owned ANCHOR  merged with Kiwi Co-operative in 2001 to form Fonterra Co-operative in 2001. It is a New Zealand multinational dairy co-operative owned by around 10,500 New Zealand farmers, the largest NZ company that supplies  for approximately 30% of the world's dairy exports.

Copyright Fonterra Brands Philippines, Inc. source: https://www.facebook.com/Viewonthe3rd/

Fonterra, which, in Latin means “spring from the land”, continues to market ANCHOR branded dairy products in the Philippines today, that has come to include not just ANCHOR BUTTER, but also powdered milk, cheese, and culinary butter.

Fonterra Website: https://www.fonterra.com/ph/en/our-brands.html, accessed 5/28/ 2019
Copyright Fonterra Brands Philippines, Inc.

Wednesday, May 22, 2019

222. For Women Who Smoke: CHELSEA CIGARETTES, 1955-1957

CRISTY ORTEGA, vekvet-voiced singer of Serafin Payawal, for Chelsea, 1955

The idea of Filipinas smoking was not exactly an alien practice early on in our history,  as women—and even children smoked tobacco for leisure.  In the 18th century, tobacco was widely grow in in the islands and became an important and lucrative product for the Spanish government. 

It was so commonplace especially for older women to smoke that the younger, more modern Filipinas were told to shy away from cigarettes. It took Americans to make the practice more “sophisticated” with the coming of imported cigarettes with fancy brand names that were so different from the old-fashioned, local brands like “Alhambra Regaliz”, “Bataan” and “Balintawak”.
NORMA CARVAJAL, young model, in an ad for Chelsea, 1956.
“Chesterfield”, “Lucky Strike and ”Camel” sounded cooler and more refreshing—but they were cigarettes that were associated with the masculine market.

In the mid 1950s, CHELSEA Cigarettes were launched in the Philippines by its manufacturer, Larus and Brother Co.,  (Charles and Herbert Larus) of Richmond, Virginia. Under its authority, CHELSEA were distributed by International Tobacco Co., Inc., with offices at Del Pan St., Manila.
CONNIE SALES, model, in a Chelsea ad, 1957
The products of Larus & Bro. Co. (1877-1968)  were no stranger to the Philippine market.  A first, they produced Smoking and Chewing Tobaco, and its most popular bards was  Edgeworth, introduced in 1903.

The company began to manufacture cigarettes after it purchased the Reed Tobacco Company and adopted it as a subsidiary in 1913. Distribution companies were opened all over the U.S., and its territories. During the World War II, the company’s tobacco supply went to the U.S. Army and its support agencies. In fact, packets of 4 cigarettes were labeled with the words “I Shall Return” and secretly distributed in the Philippines.
EMILIE GASPAR, model, in a Chelsea ad, 1957
CHELSEA Cigarettes was one of the company’s cigarette brand that was introduced post-war. It  was one of the first products that used the concept of positioning employed in advertising strategies, in which  an image for the product based on a specific and intended audience is created and promoted.

From approximately 1955 to 1957, CHELSEA rolled out a campaign that featured  women personalities—from nightclub singers to models and rising socialites—to extoll the pleasures of smoking the new lady’s brand—“new and fresh as the day it leaves the factory…delightfully mild as I want my cigarette to be!”.
PILAR MUYOT, model, in a Chelsea ad, 1957
A few of these ads directly targetted to women smokers are on this spread. However, the makers must have also realized that CHELSEA Cigarettes were also suited for men, as smoking, after all, was still a male-dominated practice. A token ad was produced, showing an illustration of a man lighting up a smoke—touting “the fine taste of quality in the special blend of imported  U.S. Virginia tobaccos…mild and mellow…flavored to your taste”.
A CHELSEA AD, this time directed to male smokers, 1950s.
CHELSEA Cigarettes disappeared in the market when Larus and Brother Co. was sold to Rothman's of Canada, Ltd. In 1968. The cigarettes were later reintroduced by Liggett and Myers, who had acquired Larus & Brother's trade marks in 1976.