45. No One Throws Away Memories: HALLMARK CARDS

The enterprising Ramoses built the school supply and bookstore chain National Book Store beginning with their Escolta stall in the 1930s,  In the 1950's, Mrs. Socorro Ramos thought of producing a line of greeting cards and postcards using Philippine views and artwork.

NATIONAL BOOK STORE forayed into greeting card production in
the 60s featuring native views and scenes, which proved to be popular..

Later on, she acquired for National Book Store the Philippine franchise for HALLMARK CARDS. Hallmark was founded in 1910 by Nebraskan teenager, Joyce Hall and turned it into a billion dollar business, bannered by its bestselling greeting cards.

National Book Store's advertising in the 70s was assigned to Ace-Compton Advertising--and Hallmark Cards merited a separated ad campaign. The agency pretty much was free to explore other creative ways to promote the Hallmark brand,so in 1979, it came up with the theme, "No One Throws Away Memories", and a full song was commissioned from composer-singer Jose Mari Chan. The lyrics were supplied by the agency, written by copywriter Ramon Jimenez Jr. and Executive Creative Director Gryk Ortaleza

LISTEN TO THE HALLMARK FULL SONG HERE:

Tapped to sing the song was former Circus band member and balladeer Richard Tan. The record was first released in 1979 and quickly took off, gaining wide following and airplay on Philippine radio. The commercial jingle drove top-of-mind awareness for Hallmark Cards as well as market leadership, and today, the  song "No One Throws Away Memories" has become a classic in Philippine music and advertising history.

NO ONE THROWS AWAY MEMORIES

Long after your phone call has faded away 

Long after your warm hello has dimmed 

I can't forget the memories that you sent my way 

Those Hallmark memories of yesterday. 

 Remember my birthday when you were away 

Your happy return on Christmas day 

That Valentine you went but could not run away 

Sweet Hallmark memories of yesterday. 

 Words that you sent me were so simple yet so true 

Dearest, sincerely I'll never share my life with someone new. 

 Long after your phone call has faded away 

Long after your warm hello has dimmed 

I can't forget the memories that you sent my way 

Those Hallmark memories of yesterday. 

For no one throws a Hallmark card away 

Cause no one throws away memories.

*****

TRIVIA

* Ramon R. Jimenez Jr., agency copywriter,  is now the Secretary of the Department of Tourism. The Hallmark ad headline written in script is his own handwriting.

* Gryk Ortaleza, ECD of Ace-Compton Advertising, also co-wrote the hit song and 2nd Metro Pop Festival Finalist, "Umagang Ka Ganda". His co-lyricist was Annabel Lee, then, also an agency copywriter, and who later became the wife of Ramon R. Jimenez Jr. Gryk is also the father of actress Chynna Ortaleza.

*Richard Tan was a champion college swimmer at San Beda; he passed away on 28 May 2005 at the age of 51.

*Ace-Compton Advertising is now known as Ace-Saatchi & Saatchi