Wednesday, August 10, 2016

71. Creative Guild's 1984 TV Ad of the Year: MAGNOLIA "60 FLAVORFUL YEARS"


1984 Creative Guild of the Philippines Best TVC, MAGNOLIA 60 FLAVORFUL YEARS MAGNOLIA 60 Flavorful Years is an Ace-Compton masterpiece which took all of 6 months to plan, execute and produce.


 It won the Creative Guild of the Month for January 1985, and emerged as the top TVC of the year for 1984. The commercial shows how Magnolia, the finest name in dairy products, lends its flavorful presence to Philippine life at its merriest.


 “Magnolia—fills life with flavor!”…so the jingle goes, and at once, Filipino festivities past and present spring to life as if straight from an old picture album. These period scenes, also reproduced on the commemorative calendar, were painstakingly recreated and shot in a dozen locations, involving a cast of hundreds. Indeed, everybody involved in the making of the commercial have enough memories to fill their diaries and journals.


For one thing, this was the last commercial directed by the late Ed Claudio, who passed away in the middle of shooting the Magnolia ad. And, it is in this commercial that composer Jose Mari Chan makes a rare comeback to compose the jingle melody, beautifully sang by Pat Castillo.


 JIMMY F. SANTIAGO, Creative Director 
This is the first ad I ever did which had 8 pre-production meetings. The storyboards kept changing at the rate of 5 frames a day! And we never had so much studies for a jingle! For the fireworks display, we had to shoot in Bulacan, only to have that scene replaced by the one done in Japan! But I knew right from the start that the final storyboard had all the qualities of a truly outstanding commercial. And the creative awards it had won, proved it.


 JONJIE DE LOS REYES, Account Supervisor 
One day, I just suddenly found myself being named as the account supervisor for a special Magnolia project daw! Next thing I knew, hayun—nasa pressure cooker na ako. In the course of the project, my A.E. Sandra Puno gae birth. Then I got pregnant! Haayyy! But when Client’s hapy I’m happy. Now, every time I see this commercial, I see it as a “labor” of love.


 ALEX R. CASTRO, Writer 
I wrote the jingle lyrics in one evening. Next day, present kaagad. Approved on the spot, without revisions. Aba, OK! Kasi, pag pina-revise pa, I was ready to change the line to—Magnolia, fills life with labor!. That approval made my day!


 MARIO SARMIENTO, Casting Director
Subukan nga ninyong mag-cast ng 100 talents to portray family members of 3 generations? Nakaka-loka!

LISTEN TO THE JINGLE OF
MAGNOLIA 60 FLAVORFUL YEARS HERE:

 60 FLAVORFUL YEARS OF MAGNOLIA 
What gives this world its many colors 
Love, a special fervor 
What makes moments so much sweeter 
What fills life, our lives with flavor? 

 Through the years, what brings the laughter 
In all kinds of weather 
What makes minutes last forever 
What fills life, our lives with flavor? 

 Magnolia, fills life with flavor 
Magnolia,fills life with flavor 
For 60 flavorful years…it’s Magnolia. 
Magnolia, fills life with flavor 
Magnolia, fills life with flavor 
For 60 flavorful years, it’s Magnolia  
For 60 delighful, wonderful, flavorful years ..it’s Magnolia! 


ADDITIONAL NOTES: 
1. Unfortunately, no print exists of this Creative Guild TV Ad of the Year 1985. Only the jingle survived, and it is included in the CD of commercial jingles done by award-winning composer, Jose Mari Chan. In the finals, the Magnolia commercial edged out San Miguel Beer’s “Tuloy ang Pasko”
2. The Radio counterpart of this commercial won the 1985 Radio of the Month for January.
3. The end shot featuring fireworks writing the name ‘Magnolia’ cost Php 35,000 per set up, a tidy sum then.

CREDITS
 ADVERTISER: SMC-Magnolia Corporation 
AGENCY: Ace-Compton Advertising, Inc. 
CREATIVE DIRECTOR: Jimmy F. Santiago / Cid Reyes 
ART DIRECTOR: Kits Yamsuan / COPYWRITER: Alex R. Castro 
TVC PRODUCER: Jack Dumaup / RADIO PRODUCER: Pops Nael 
CASTER: Mario Sarmiento 

PRODUCTION HOUSE: TVC Productions, 
UNITEL DIRECTORS: Ed Claudio, Boldy Tapales 
CINEMATOGRAPHER: Carding Baltazar 
PHOTOGRAPHER: Behing Huang 
COMPOSER: Jose Mari Chan / ARRANGER: Louie Ocampo 
SINGER: Pat Castillo 
JINGLE PRODUCTION HOUSE: Empire Studio

Source: Article originally appeared on PATALASTAS, newsletter of the 4 A's of the Philippines. 1984.

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