Friday, January 8, 2016

40. Commercial Discovery of 1987-88: ALICE DIXSON, Palmolive's "I Can Feel It" Girl


Creative Guild of the Philippines' Top Talent Discovery for 1987 was the refreshingly beautiful Filipina-mestiza, ALICE DIXSON, whose appearance in a Palmolive Commercial created a sensation with its signature "shoulder shrug" choreography.


Watch the 1987 Palmolive commercial here.

Born as Jessie Alice Celones Dixson on 28 July 1969 to an American father and a Filipina, Alice barged into showbiz via the beauty contest route. She first joined the quest for Reyna ng Santacruzan on "Eat Bulaga" which she won. At age 18, Dixson joined the more prestigious Bb. Pilipinas and was chosen as Bb.Pilipinas-International 1986. She went to Nagasaki, Japan to compete in the Miss International Beauty Pageant where she placed among the 15 semifinalists.


Watch her at Miss International 1986  here:

Commercial casters began calling immediately, and she was chosen along with 4 other girls for an undisclosed shampoo project, which was revealed only after they were approved. The product was Palmolive Shampoo.  Dixson was supposed to share equal billing with the other girls, but she registered so well that she was featured in the product demo--and ended the commercial with the memorable "shoulder rotation shrug" as she exuberantly sang "I can feel it!"

Dixson suddenly became a  household name in 1987 through that highly popular Palmolive TV ad, jumpstarting her showbiz career. She was cast in a TV sitcom, Okay Ka, Fairy Ko as the fairy princess, Faye, who fell for a mortal. It was just a matter of time that she transitioned to movies, even earning plaudits for  Hanggang Saan, Hanggang Kailan (1993), Sa Isang Sulok Ng Pangarap, Pangako Ng Kahapon (1994), Sana Dalawa Ang Puso Ko (1995) and Sambahin Ang Ngalan Mo (1998).

Watch Dixson recall her Palmolive commercial here

Dixson left a flourishing career to move to Canada in 1999 where she wed IT specialist Ronnie Miranda, a marriage that would last 3 years. She made a successful comeback in 2011, starring in Babaing Hampaslupa and Ang Panday II.

She co-starred with Christopher de Leon and Richard Gomez in the smash hit telenovela, Ang Iibigin Ay Ikaw (2002 to 2005). In December 2013, she pose for FHM Philippines, making her the oldest woman to cover on that men's magazine, at age 44. As of 2015, she can be seen on TV as Mia Corcuera in the local adaptation of "Marimar."


Dixson's Palmolive TV ad has since become a classic, and, in 2002, the TVC was included as one of the 25 Pilak Awardees, representing the best Philippine ad of the last 50 years--"patalastas na walang kupas".

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