Sunday, December 25, 2016

88. “TULOY ANG PASKO”, SAN MIGUEL BEER CAMPAIGN, 1985

TULOY ANG PASKO...basta may San Miguel Beer. Frames from the 1985 TVC

The immediate years that followed after the Aquino assassination was fraught with unrest, uncertainties and public outcry against Marcos. Although the “Ito ang Beer” campaign of SAN MIGUEL BEER was firmly in place and TV commercials featuring the riotous gang of Bert Marcelo, singer Rico J. Puno, ractrack king Jockey Eduardo, boxing champ Gabriel ”Flash “ Elorde and billiards wiz Amang Parica were getting great recall, 1985 still turned out to be a trying year for businessmen in particular, and for Filipinos in general.

The Philippines faced unprecedented economic instability; companies watched their sales plummet.”The problems were economic.” Recalls copywriter Romy Sinson: ”People were having a hard time. There was even a call for the boycott of San Miguel products, as Danding Cojuangco was a personal friend of the Marcoses.

Some morale boosting was in order, and Sinson put the inevitable idea into words.”Despite everything, tuloy ang Pasko. Nothing can stop the coming of Christmas”. Thus SAN MIGUEL BEER's most unforgettable campaign for 1985 was born.

WATCH SMB'S "TULOY ANG PASKO"
1985 TVC HERE:

The result is a commercial that became a Creative Guild Ad of the Month, featuring the usual San Miguel beer barkada, with folk minstrel Florante  singing of the joyful coming of Christmas despite the lean, hard times:

TULOY ANG PASKO, Creative Guild Radio Ad of the Year, 1985 

The radio component of San Miguel Beer’s “Tuloy ang Pasko” campaign did even better as it was adjudged later as the 1985 Radio Ad of the Year by the Creative Guild of the Philippines.

The Jingle, for which Lorrie Illustre put Sinson’s lyrics to music, was a testimony to the Filipino’s resilience and ability to plod on.”Tuloy ang Aguinaldo”, the ad begins, and with that come staples like simbang gabi, caroling, Christmas itself and lest we forget, San Miguel Beer.

San Miguel Beer’s “Tuloy ang Pasko” 1985 campaign, thus joins the long list of memorable San Miguel commercials that have become truly classics of Philippine advertising.

CREDITS:
AGENCY : Philippine Advertising Counsellors
ADVERTISER: San Miguel Beer Corporation
PRODUCT: San Miguel Beer
CREATIVE DIRECTOR: Nita Claravall
COPYWRITER: Romy Sinson
JINGLEMAKER: Lorie Ilustre

Sources: 
X: Perfect 10, A Decade of Creativity in Philippine Advertising, 1995, Creative Guild of the Philippines, ed. Butch Uy. p. 66-67.

youtube, San Miguel Beer"Tuloy ang Pasko" Philippines, 1985. Posted by advertisingarchive, on 23 July 2016.

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