Friday, April 28, 2017

106. THE ART OF DUNKIN’ DONUTS, according to Lydia Velasco-Cruz

DUNKIN' DONUTS MUNCHKINS AD. Illustrated by Lydia Velasco-Cruz. 1984.

America’s favorite coffee and baked goods chain was founded in 1950 by William Rosenberg in Quincy, Massachusetts. DUNKIN' DONUTS has come to be one of the largest food chains in the world with presence in 36 countries.

 It was only in 1981 that it came to the Philippines, when Golden Donuts Inc.,based in Mandaluyong, acquired the Dunkin’ Donuts franchise.The corporation is owned largely by the Prieto family, which also owned the local franchise for Shakey’s, Racks and Tia Maria, among others. Golden Donuts, Inc. opened its first ever shop at the Quad Car Park in Makati, and began serving food-loving Filipinos the first Dunkin’ Donuts. Its menu included filled and plain donuts, Munchkins, coffee, hot and cold beverages, croissants, bunwiches, brownies, muffins.

The donuts proved to be a hit, and Ace-Compton Advertising, which had already been working on the Shakey’s account, was also assigned the Dunkin’ Donuts chain.

The creative team included a talented female art director, Lydia Velasco-Cruz, one of the few in the male-dominated field of advertising art.

 Lydia Velasco, (b. 1942 ) was the eldest child in a family of nine brothers and sistaters, the daughter of Jose Velasco, a noted LVN set designer. Her first job was selling fish in her native Navotas and in Malabon. But she heeded her artistic calling and enrolled in Fine Arts, major in Advertising, at the University of Santo Tomas.

 After graduation, she landed a job as an artist at Philprom, where de. she honed her art direction skills for over a decade. She went on to become a full-fledged Art Director for several multinational advertising companies, with a long and productive stint at Ace-Compton Advertising. Lydia worked on the blue chip Procter and Gamble PMC account, and was also assigned some Johnson & Johnson brands like Reach Toothbrush and Modess Napkins. She would actually illustrate the artworks herself with her mastery of pastel crayons.

DUNKIN' DONUTS AD, Art direction by Lydia Velasco-Cruz

Her Dunkin’ Donuts assignment was a nice break from the more rigid P&G ads that she used to do, and it allowed her a freer rein to experiment with drawings, art direction techniques, typography and composition. In 1988, Lydia left advertising to be a co-partner of Lightmoves Photo/Design, Inc., but the changing business environment forced her to give up the business and return to her first love: painting.

BREWED COFFEE AD, art direction by Lydia Velasco-Cruz, 1984

She joined Malang’s Saturday Group and rediscovered the feel and power of her brush,. Soon, she was mounting her own exhibits, and became known for her massive, heavy-set beautiful women engaged in their work—selling wares, fish, flowers and fruits.

CHRISTMAS AD, DUNKIN' DONUTS, art directed by Lydia Velasco-Cruz, 1984
Today, this former Dunkin’ Donuts art director is one of the country’s most celebrated female painters; her works are in private homes and galleries around the world, and are prized at international auction houses. It’s been a long and arduous journey, but for Lydia Velasco-Cruz----it’s worth the trip!

Friday, April 21, 2017

105. PALMOLIVE SOAP, “Like Mother, Like Daughter” Campaign, 1965

WHO IS THE MOTHER? WHO IS THE DAUGHTER? The future actress-comedian Tessie Tomas--known then as Teresita Hermosa--poses with her mother, radio icon Laura Hermosa--in this launch ad for Palmolive's new camapign that sought to point out t-its consumer promise of delivering "younger-looking skin". 

PALMOLIVE SOAP was produced in 1916, and it was only 12 years later that the soap was imported by the company of Arthur Brent, for sale in the Philippines. Brent’s company was the pre-cursor of Colgate-Palmolive Philippines.

The soap got its name from its ingredients—palm oil and olive oil. It was the second brand of the company, after Colgate, and would become one of the best-selling soaps in the world. In the Philippines, PALMOLIVE was also one of the leading beauty soaps in the market along with Camay and Lux. Ad agency Grant Advertising (which became Bates-Alcantara, then DYR-Alacantara) acquired the account in 1949.

In 1965, a new campaign for PALMOLIVE SOAP was launched which created talk-of-the-town buzz and would endure for many years.  Its proposition latched on to the promise of giving “younger-looking skin”. A TV commercial version dramatized this in a commercial that featured a Santacruzan where the Reyna Elena was recognized by a female onlooker who tells his malE friend—“Classmate ko siya 5 years ago!”.  To which the male friend quipped—“Bakit mas mukhang bata pa siya kaysa sa iyo?”. 

The compelling story was translated to a print campaign entitled, “Like Mother, Like Daughter” which sought to visualize mild PALMOLIVE’s  ability to give clean, clear, and radiantly beautiful skin.
tandem in 1967 and 1970 Palmolive print ads.
The main picture of the ad shows a real-life mother and daughter, posed side-by-side. The headline read—“Sisters?…or Mother and Daughter?”.  The perfectly-cast ad draws the reader to the youthful appearance of the mother, whose looks are comparable to the daughter. It invites the reader to look at the picture and pick out the mother (or daughter)—a clever way to go around the rules of comparative advertising which was not allowed in Philippine advertising at that time.

The first models for this barrier-breaking PALMOLIVE campaign were the radio personality Laura Hermosa and her 15 year-old daughter, Teresita Hermosa. Teresita would go on to become a creative director of a multinational agency and find greater fame in showbiz as the award-winning comedienne-actress, Tessie Tomas.
THE BURGOS AND THE FARGAS mother and daughter tandem
in 1966 and 1970 Palmolive print ads.
The campaign lasted for at least 5 years, and the ad looked pretty much the same except for some copy tweaks. In subsequent years, the ads carried headlines like “Like mother, like daughter”, and a more direct call-to-action, “Which one is Mother?"

PALMOLIVE SOAP, took a backseat with the introduction of the highly-popular PALMOLIVE Shampoo line. It was in recent years that the soap was resurrected as a line of PALMOLIVE Naturals, each formulated with a distinctive ingredient to suit a person’s needs.


Tessie Tomas photo:
Palmolive vintage ad:,palmolive/Recent

Monday, April 17, 2017

104. Lady, You Deserve A Break! LAGERLITE, SMC's Light Beer for Women

1st LAGERLITE LAUNCH AD, featured just a product shot. Note first slogan. 1980

 In 1980, San Miguel Corporation added to its ever-growing list of beer portfolio, a light beer that was branded LAGERLITE. Initially, it was advertised as light, non-filling beer—“Full-flavored, yet less-filling!” went the initial slogan, subsequently revised to "When you like it light!". The campaign didn’t quite take off, as it defeated the purpose of macho beer drinking.
LAGERLITE."When you want it light" replaced the first slogan that was
nothing but a strategy statement. 1980
In 1982, Ace-Saatchi & Saatchi Advertising took on the account and positioned it as the beer for female drinkers. Slowly, LAGERLITE inched its way into the consciousness of Filipinas who traditionally refused to be beer guzzlers.

Creative Director Cid Reyes explained how the ad campaign was conceived, “If you see Celeste Legaspi drinking beer and you nvere thought of her as immoral, then you’d say there’s nothing wrong in drinking beer. Of course, there’s more to it than that. The campaign, ”Lady, you deserve a break!” has two meanings: First, it means let’s have a break! Let’s unwind and have a nice glass of beer. The second meaning which is more important to us is the idea of women getting a break from the shackles of societal taboos. So we showed successful women in their respective fields.

Female director LAURICE GUILLEN in a Lagerlite strip ad. 1982.

The resulting LAGERLITE launch campaign featured  3 jingle-based TV 30s that celebrated the coming of age of the Filipina in a male-dominated world. The initial batch of celebrity endorsers included female director Laurice Guillen, singers Joey Albert and Celeste Legaspi. The future senator, Loren Legarda, came after these series.


More than a novel campaign, the LAGERLITE ads are a toast to the ladies in making headway in breaking down cultural and social barriers. LAGERLITE also did well in the launch period, and a PBA Magnolia basketball team of San Miguel Corporation’s  was even renamed after the brand. Eventually, the novelty of a lady’s beer fizzled off as Asia Brewery took back the fight to the male beer market, pushing SMC to put all its resources to protect its Pale Pilsen brand.

AGENCY: Ace-Saatchi & Saatchi Advertising
CONCEPT TEAM: Isabel Beltran-Gamboa / Melvin M. Mangada
CLIENT: San Miguel Beer Marketing Division

KAUNLARAN, October 1980 issue, San Miguel Corporation

De la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions, Tower Books. 1989.

Friday, April 7, 2017

103. Brand Stories: RUFINA PATIS, Rufina Patis Factory

RUFINA PATIS...AY MALINAMNAM! An old 1950s patis bottle and a promotional Rufina Patis plate.
Vintage Rufina Patis Bottle, courtesy of Atty. Jai Gatchalian.

The fish sauce that has been  adding flavor to the Filipino dining table for over 100 years began operations in 1900, making RUFINA PATIS the oldest fish sauce brand in the country. It was a  widow and a fish dealer,  Rufina Salao vda. de Lucas, who prepared the mix of fish and salt in earthen jars that resulted in flavorful sauce that added zest to everyday dishes.
MRS. RUFINA SALAO vda. de Lucas receives an award from Pres.Garcia
Rufina’s  home industry that she put up with a capital of 50 pesos, would grow into a national business and would jumpstart patis production in the town. The product would also make Malabon famous.

Mrs. Lucas soon replaced the jars with large wooden barrels,  which were soon discarded in favor of concrete vats. Groceries and supermarkets stocked up on RUFINA PATIS which were snapped up as soon as they were placed on shelves. 

Thanks to advertising, the fish sauce became a byword in Filipino homes. The increased demand  necessitated the building of the the first processing and bottling plant of RUFINA PATIS at C. Arellano Street in 1957.
The next year, son Jesus S. Lucas went to the United States and discovered the large and untapped overseas Filipino communities market. After submitting many samples to the Federal government, Lucas succeeded in having RUFINA PATIS approved for sale in America, after passing the strict food standards of the country.

After her mother’s death in 1961,  Jesus took over as head of the company, and grew the brand further. In 1968, RUFINA PATIS inaugurated its second processing and bottling plant on Bonifacio Street corner Naval, thus more than doubling its patis production. RUFINA PATIS today is exported in Europe, Canada, Hongkong, Australia, Middle East and the Mainland USA, a fine example of a homegrown product gone global.


Saturday, April 1, 2017

102. ESKINOL: VILMA SANTOS' "Cherished Possession", 1983

ATE VI FOR ESKINOL. Full Color Print Ad. 1983.
The widely-popular facial lotion—ESKINOL—was the creation of Dr. Esperanza Castro-Palting, a pharmacist, who concocted the solution back in 1945. She launched her ESKINOL MEDICATED FACIAL SOLUTION  with 200 bottles, which sold out quickly and would be one of the most successful anti-pimple products  in the history of the Philippine skin care industry.

ESKINOL to advertise at the start of the 50s decade, with small, black and White illustrated ads. In the 60s, it began featuring models in its more polished ads. 

Later it introduced more well-known models beginning with beauty queen Pilar Pilapil in 1968. Thus began the “Eskinol Girl” print ad series that would include Marianne de la Riva and Tina Revilla.

The most famous Eskinol Girl---due largely to her memorable TV commercial—was Vilma Santos. Already a teen superstar, Vilma starred in the ad where she introduced ESKINOL as her “cherished possession”, along with her acting awards. The TVC was produced by ad agency, J. Romero & Associates.


Her endorsement worked, and soon, the audience would also make ESKINOL, their “cherished possession”—with the phrase becoming a byword, and the commercial spoofed in comedy shows.


 Vilma would be under contract with Metro Drugs, then the manufacturer of ESKINOL, for years, and would do more product advertising for their no. 1 selling brand--including its line extensions-- until the 1990s.

Endorsing Eskinol:

Sunday, March 26, 2017

101. GLO-CO TONIX: The Hair and Skin Grooming Secret of Filipino Matinee Idols, 1951

Early 1936 GLO-CO print ad.
One of the most popular brands of cosmetics before the war was GLO-CO Beauty Products that had brands like Gloco Beauty Crème Soap, Face Powder and Tonix hair and Skin Tonic. The GLO-CO personal care line, manufactured and distributed by Cromwell Cosmetic Export Company, Inc., (later, Cromwell Commercial Co.), reached the peak of its popularity in the 1950s, with the help of brilliant marketing.

Like Camay and Lux, GLO-CO—first advertised in 1936-- employed famous movie stars to appear in their advertising—both Philippine male and female icons of the silver screen. GLO-CO products were soon being branded as “Hollywood beauty products”, despite the anachronism.

Its unisex line of grooming products, GLO-CO TONIX (along with Brilliantine and Liquid Brilliantine) was actually pushed by male celebrity endorsers—to give fragrant care to skin and hair. A few of these print ads from 1951, which appeared on the covers of the leading movie magazines of the day, appear below:

RODOLFO “RUDY” RUIZ says “a massage of GLO-CO TONIX leaves my scalp stimulated—I feel wonderfully refreshed!”. This popular movie actor began his career in the 1940s and was touted as the heir-apparent of the late star Rudy Concepcion. He has already done a few films when he signed up for the Merchant Marines, a job that took him to Japan where he met his wife, Japanese actress Shirley Yamaguchi. The marriage was short-lived, Rudy returned to Manila and moviemaking—doing well-received post war films like Aklat ng Pag-Ibig with Rosa del Rosario (1951),  Ang Buhay at Pag-ibig ni Dr. Jose Rizal  and Heneral Paua (1956).

“I like its masculine fragrance best!”, says PANCHO MAGALONA of GLO-CO TONIX.  The debonair son of a  Philippine senator, Pancho was one of the most well-known leading men of the late 40s-50s. With his wife Tita Duran, he starred in many Sampaguita Pictures blockbuster movies that catapulted the Tita-Pancho love team to national popularity. He appeared in some Hollywood films like The Hook (with Kirk Douglas) and Merrill's Marauders (with Jeff Chandler) that were shot in the Philippines. This  Famas Best Actor ( 1958,  "Hanggang sa Dulo ng Daigdig") is also best-known as the father of the late master rapper, Francis Magalona.

There’s nothing better than GLO-CO TONIX for perfect grooming”, says the actor-director-producer  FERNANDO POE SR., The celebrate movie personality  made 1930s films like Zamboanga and Giliw Ko, and also directed the first Darna film in 1951. The Spanish mestizo movie icon is also a doctor of dental medicine and a member of the Philippine army. Poe died in 1951 of rabies, at the peak of his career and in the middle of a film production, so this GLO-CO print ad was one of the last project he finished. He is the father of another Philippine movie legend, Fernando Poe Sr., one of his sons with Bessie Kelly.

Other handsome movie stars featured in GLO-CO TONIX ads included Jose Padilla Jr. , Manuel Conde, Efren Reyes, Armando Goyena, Tony Arnaldo and Oscar Moreno. Looking at these ads, you could see that that they are professionally-crafted and photographed, had a single-minded promise (“excellent hair and skin care that leaves a pleasant fragrance”), and strategically placed as back covers of magazines. No wonder, GLO-CO remained at the forefront of personal and beauty care through the rest of the 1950s.

Sunday, March 19, 2017


GLENDALE BUTTER--the better butter with the better taste, says Uncle Bob. Print Ad, 1970

In 1970, Procter and Gamble PMC launched GLENDALE Pure Fresh Butter, its response to the well-entrenched Anchor Butter, already the Philippines’ largest selling butter that was introduced way back in 1966. Procter & Gamble PMC was the current leader in margarine spreads, so it was no surprise that it forayed into the butter market.

A block of GLENDALE Pure Fresh Butter was made from one and a half gallons of fresh cow’s milk—a competitive advantage that it leveraged on in its print ad campaign. To help push the product, popular TV personality “Uncle Bob”—aka Robert Stewart—was tapped to endorse the new butter brand, appearing in full-page, full-color print ads in leading weekend magazines.

Robert Stewart arrived in the Philippines in 1943 as a United Press (UP) war correspondent. He stayed on after the war, having met Loreto Feliciano, a Kapampangan widow with 3 kids, whom he married. Robert started the Republic Broadcasting Republic Broadcasting System (RBS), DZBB, DZFF and DZXX. Loreto did the marketing for the stations, and eventually, they would also establish Channel 7 in the 1960s. He first appeared as “Uncle Bob” on 30 Oct. 1961, as a news anchor for “The News with Uncle Bob”.

He would retain the monicker  “Uncle Bob” when he became the host of the widely popular children’s show, “Uncle Bob’s Lucky 7 Club”. It was the first live children’s TV show that was aired on Saturday morning, with Uncle Bob dishing out memorable catchphrases as "hot-diggity-dog" and expressions like "pum-pa-rum-pum".

A supporter of Pres, Garcia, he was threatened with deportation by the Macapagal government in 1961, but officials backed off when a deluge of letters from children expressing their support flooded Malacañang.

Photo from
Stewart had other shows like “the Maestro & Uncle Bob” (with pianist Federico Elizalde) and “Uncle Bob & Friends” (with Joselito Pascual). Disillusioned by the Marcos government, he moved to the U.S., leaving his “Uncle Bob’s Lucky 7 Club” to his son Jody Stewart, till it ended in the late 1980s. 

The much-loved uncle to thousands of Flipino kids passed away  in Phoenix, Arizona on 6 April 6, 2006, and his remains were returned to the Philippines. and his remains were cremated before being returned to the Philippines on April 25.

As to the fate of GLENDALE Pure Fresh Butter, it remained on the market shelves for just a few years, unable to make a dent in the successful Anchor butter business. The “cream and sunshine butter” continues to dominate the butter segment of dairy spreads in the Philippines today.

Sunday, March 12, 2017

99. Brand Stories: STAR MARGARINE, Philippine Manufacturing Company (PMC)

STAR MARGARINE, in a new, more colorful air-tight packaging with a lid. 1955.

The company that would come to be known as the giant  Procter & Gamble PMC  started in 1908 as a partnership called the Manila Refining Company, with the purpose of manufacturing candles and fertilizer. In 1913, the company was incorporated into the Philippine Manufacturing Company (PMC), initially capitalized at Php One Thousand pesos, which was later increased to half a million.
 It shifted its objective to the manufacture and selling of coconut oil—as up to 1914, there was only one coconut oil mill operating in the country. Besides, edible oils in the Philippines came largely from pork lard and imported peanut oil from Hong Kong and Shanghai.
HAPPINESS IS A STAR. early 1951 print ad.
In 1917, PMC employed a chemist to develop edible products from coconut oil—and in 1919—PURICO was introduced to the market---the first vegetable shortening made in the Philippines. The reception to this coconut oil-based produt was overwhelming so PMC sought to produce another consumer food product.
It would take 12 years to introduce the first vegetable-base margarine to the country i—known then in 1931, and still now—as STAR MARGARINE. The creamy-rich flavored golden yellow margarine was fortified with Vitamins A and D, and came packaged in small, circular tins, branded with a . By the time Procter and Gamble of Cincinnati, Ohio acquired PMC in 1935, STAR MARGARINE had already a steady following.
From the 1940s to the 50s,  STAR MARGARINE was actively pushed in the trade as well as through advertising,  a marketing tool that P&G always believed in. Black and white print ads in leading women’s and general family magazines were used to promote the healthy benefits of STAR, using the early slogan—“Stars for Flavors”. The use of STAR as filler for sandwiches or a spread for bibingka and puto was encouraged in the early print ads.
Then, in 1951, a major product development was introduced---the addition of Vitamin B1 in STAR. Vitamin B1 was touted as an effective ingredient against beri-beri which was a common affliction of Filipino children in the 50s.
In the 1960s, STAR MARGARINE shifted to energy stories in its print ads, even targeting young adults in the brand’s quest for a broader appeal. It was only a decade later that P&G and its ad agency, Ace-Compton Advertising, re-looked at theVitamin B1 ingredient of STAR MARGARINE, which happened to be a growth-stimulating vitamin. Thus, the campaign,”Iba na’ng Matangkad!” (Being Tall Makes A Difference) was born. The famous tagline embodied the aspiration of the generally height-challenged Filipino to tower—and triumph--over the competition.

Early TV executions dramatized the advantage of being tall—hence a child basketball player performed better, and even mundane tasks as reaching for a fruit hanging from a tree branch was a breeze for a vertically-superior youngster. When statuesque Aurora Pijuan won Miss International 1970, she became the face of STAR. Her popular commercial showed her standing shoulder to shoulder with other international beauties, while we hear her voice-over: “Magaganda sila…Matatangkad..Buti, ako rin!”.

"Iba Na'ng Matangkad-James Yap" TVC

The “Iba Na’ng Matangkad” campaign  endures to this day, even as P&G PMC sold STAR MARGARINE along with Dari Creme, to the Magnolia division of San Miguel Corporation in 1994. It has evolved into “Angat sa Height, Ang Future Mas Bright” (“Increased height, for a brighter future”). It’s pro-growth equity has also crossed over to other San Miguel-Purefoods brands like the Purefoods STAR Hotdogs and Purefoods STAR Corned Beef--which just goes to show that nothing succeeds like success.

Sunday, March 5, 2017

98. Is That Who I Think He is? RONALD CORVEAU for Pepsi Cola

In 1975, Pepsi went worldwide with its ‘Have A Pepsi Day” campaign, and the Philippines adapted the campaign using a massive tri-media campaign that included a series of print ads showing young people in all kinds of everyday situations. The print ads encouraged Pepsi drinkers to “make each day a celebration”—whatever the moment was—a fun day at the carnival…a break from classes..walking hand in hand…or just playing a favorite sport.

The “Tennis Game” print ad version featured a gang of friends having a friendly banter after a brisk set. One of the talents was a smiling, gangly, curly-haired teen sitting on the top bleacher, holding a racket and a half-empty bottle of Pepsi. He would go on from doing commercial modeling to acting in top-rated TV telenovelas and award-winning films just a few years after his Pepsi appearance.

CORVEAU as a movie actor.

RONALD  CORVEAU (b. 1956, as Ronald Maquilan Corveau) found national fame when he was cast to portray Carding Medel in the 1977 TV show Gulong ng Palad. He starred alongside Marianne de la Riva (as Luisa) in the telenovela that was based on a DZRH radio serye created by the late Lina Flor-Trinidad  and written for TV by her sister Loida F. Viriña. The soap became a monster hit for Channel 2, running from 1977-1985,  and made Ronald Corveau into a household name—and a hot property.

GULONG NG PALAD CAST. Marianne de la Riva, Ronald Corveau and
Caridad Sanchez. Photo courtesy of Isidra Reyes

Soon, Corveau was tapped for the movies,  first in “Beerhouse” (1977) and then in the award-winning “Atsay”, opposite Nora Aunor, which won Best Film at the 1978 Metro Manila FilmFest.  Subsequently,  Corveau did “Si Mahal, Nakialam Na Naman”—again with Aunor, followed by  “Kadete” and “Mahal Kong Taksil”,  (1979)., “Biktima”, “Apat na Maria” (1980) and "Gabriela" and “Limang Daliri ng Diyos” (1989)

His marriage with “Gulong” co-star Marianne de la Riva produced two daughters, Ella and Louie. They separated after a few years, when Corveau left for the U.S. De La Riva has also remarried and is settled in New Jersey as a doctor’s wife. She and Corveau, who is a contractor in the U.S., remain in good terms.

Isidra Reyes, for the 'Gulong ng Palad"p B&W photo, Nora Aunor's Leading Men

 Ron Corveau FB page

Sunday, February 26, 2017

97. COLGATE’S PROOF: The Only Toothpaste with MFP Fluoride, 1975


For the longest time, Colgate had a monopoly of the toothpaste market, but new brands began to surface by the 1970s. Some, like PRC’s (Phil. Refining Co,) Close-Up targetted the youth market, while P&G was cooking up plans to launch Crest, already a leading U.S. brand.

Thus, to pre-empt competition and to consolidate its hold in the market, Colgate introduced New PROOF Toothpaste, touted to be the only brand with monofluorophospate—MFP Fluoride—that is clinically proven to reduce tooth decay. This revolutionary ingredient does not stain teeth, and makes them less sensitive to hot or cold liquids and food.

New PROOF carried over Colgate’s dentist-backed credentials in its advertising, which has worked very well for the mother brand. The communication strategy capitalized on the clinical tests conducted on the efficacy of MFP Fluoride in the U.S., Germany and Australia against tooth decay.


Colgate’s New Proof was launched in 1974 or 1975 via a tri-media campaign, endorsed as usual by the PDA (Philippine Dental Association). “Only a dentist can give a better fluoride treatment”—so went the selling line.

PROOF  lasted for a few years as by 1978, Procter and Gamble had gained a foothold of the market with their own CREST Toothpaste, that rode on its unbeatable cavity-fighting power of Fluoristat—not to mention its strong made-in-America appeal. Today, in some countries like UK and Australia, Colgate has retained the PROOF brand, as Colgate Total PROOF.

youtube, Colgate Proof Classic TVC, uploaded by ADman1909, on 13 Sept. 2007. Colgate Proof
Woman's Home Companion, 1975 issue

Sunday, February 19, 2017

96. PUREFOODS HOTDOGS “Codiñera, Patrimonio, Lastimosa” TVC SERIES, 1988

PHOTO FROM CNN SPORTSDESK. Pinterest: PBA, The Basketball Life

The trio of Purefoods commercials that made waves at the 1989 Philippine Advertising Congress creative competition  in Baguio City, featured the prized cage stars of the  PUREFOODS TJ Hotdogs basketball team: Jerry Codiñera, Alvin Patrimonio and Jojo Lastimosa.

The year before, the Purefoods Hotdogs season began in and was the first season of the franchise in the Philippine Basketball Association (PBA). They would win their first PBA title in 1990, with a lineup that included the 3 ace cagers.
ACTUAL TVC STORYBOARDS, autographed by the Purefoods cage stars.

PUREFOODS sought to capitalize on the immense popularity  of their basketball stars by directing its agency, Ace-Saatchi & Saatchi, to feature them in their corporate advertising, with the hotdogs as flagship brand. The big project was assigned to the newly-created Marketing Services Department of Ace-Saatchi & Saatchi, which prepared the storyboards for the Client.
Photos taken from the shooting of Purefoods "Codinera" TVC, Oct. 1988.

Jerry Codiñera, then a 22 year old center from University of the East, along with Alvin Patrimonio, was was a dominant presence in  the All-Filipino hardcourts, christened “Defense Minister”, for his prowess in the defensive end.

 For Codiñera, a dramatic storyboard that involved him playing basketball with a handicapped, crippled child was shot in a day in San Juan, in front of the Sto. Cristo Church.  It was effectively directed by young Vittorio “Vitt” Romero.


Actual photos taken from the Purefoods "Patrimonio" TVC shoot.

Mapua stalwart Alvin Patrimonio, also 22, entered the PBA in 1988 and played his entire career with the Purefoods franchise which won five championships. He would go on to win 4 PBA Most Valuable Player awards.


Patrimonio’s commercial showed him propping up the spirit of of a grade school basketball player after losing a game. The filming involved replicating a school fair with hundreds of kids and parents in attendance. It was a challenging shoot, compounded by the replacement of the original lead child actor on the set, but which was superbly directed by award-winning Maryo de los Reyes.



Jojo Lastimosa, then 24 years old, was a guard forward from University of San Jose Recoletos. “Jolas” came into the league as a member of the very first PUREFOODS TJ Hotdogs team and would be named PBA Rookie of the Year in 1988.

Lastimosa’s commercial was the first to be shot, which showed him helping a child practicing his shooting skills awkwardly amidst the taunts of  neighborhood bullies. The scene was filmed at the basketball court of Philam Homes in Quezon City, under the direction of film director Ismael Bernal. The ad is best remembered for exposing his sexy legs which he was known for at that time. (Unfortunately, a print of this ad has yet to surface).
Photos taken from the actual Sept. 22, 1988 shoot, at PhilAm Homes.

Each ad was scored with the same original jingle,”Slowly, But Surely”, but arranged differently to suit the varying moods of the one-minute commercial. The well-crafted ads were enthusiastically received and further bolstered the popularity of PUREFOODS hoop heroes. 

When the Araw Award season came, the 3 commercial won for Ace-Saatchi & Saatchi two Golds in the two categories they were entered in: TV Campaign (for the Codiñera, Lastimosa, Patrimonio TVCs) and Single Medium TV (for the Codiñera version)—a triumph that would put the agency in the lead as that year’s most creative.
ADVERTISER: Purefoods Hotdogs   
AD AGENCY: Ace-Saatchi & Saatchi Advertising
ECD: Jaime F. Santiago / CREATIVE DIRECTOR: Alex R. Castro
COPYWRITERS: Finina Gatchalian-de Jesus, Abe Medenilla Jr., Cary Rueda, Vianne Perdigon
ART DIRECTOR: Ernie Sta. Ana
PRODUCERS: Paul Suarez, Jess Garcia, Carrie Villamor / CASTER: Flor Salanga
ACCOUNTS: Mila Marquez, Natasha Balce, Jeanna Vidamo
PRODUCTION HOUSE: FILMEX / DIRECTORS: Vitt Romero, Maryo de los Reyes

PF Jerry Codinera TVC, uploaded by Albert Marc Justine Carreon:  Jerry Codinera Purefoods TVC
PF Alvin Patrimonio TVC, uploaded by likmainutz 4477, idol by gvg