Sunday, June 18, 2017

114. Creative Guild TV Ad of the Month, August 1989: GOLD EAGLE BEER, “Pagbabalik”

KA FREDDIE FLIES HIGH WITH GOLD EAGLE. Print ad, 1989.

One of the strong contenders for the Creative Guild TV Ad of the Year for 1989 was a commercial for GOLD EAGLE BEER, entitled “Pagbabalik”, produced by PAC-BBDO (Philippine Advertising Counsellors) for San Miguel. GOLD EAGLE BEER has been making headway since it was it was introduced in the early 1980s as a flanker brand. McCann-Erickson had originally handled its launch with its “Let the Gold Eagle Fly” campaign, showing a man releasing an eagle in the air.

When the brand moved to PAC-BBDO, the agency created a successful campaign—“Para sa Iyo, Pare Ko”,  starring the rowdy “Bad Bananas” gang (Christopher de Leon, Edgar Mortiz and the late Jay Ilagan) in 1988.

The next year, folk icon Freddie Aguilar was tapped to appear in a new ad that still carried the theme, but with a more subdued, nostalgic mood and tone. The San Miguel connection with San Miguel was also strengthened with a message overlay, “May pangalan ‘to, pare ko” (This beer’s got a name, friend).

WATCH GOLD EAGLE "PAGBABALIK" TVC 30s HERE:

The GOLD EAGLE BEER “Pagbabalik” TVC follows the homecoming of Freddie Aguilar in his old town, after making a name for himself---where he is warmly received by long-time friends, neighbors, town mates and his barkada. The jingle, sung by the folksinger, talks about going back to one's roots, and the importance of keeping one’s name—which is an implicit reference to San Miguel, the name behind GOLD EAGLE. Two versions were made—one, a mostly instrumental version (“Freddie”), and the other, utilizing the full jingle (“Pagbabalik”)


WATCH THE  GOLD EAGLE "Freddie" VERSION HERE:

The commercial was well-received for its cinematography that captured the rustic,, provincial feel of an old town, and for the jingle that could very well have been the theme song of a balikbayan or an overseas Filipino worker. When the Creative Guild of the Philippines convened to vote for the best ads of 1989, GOLD EAGLE BEER’s “Pagbabalik” was selected as the best TVC for August. It also was a nominee for Best Direction (Vitt Romero), Best Cinematography (Rody Lacap, Jun Kraft, Fred Manansala), Best Jingle (Charo Unite, for both versions), Best Production Design (Joey Luna, Aped Santos, Gino Marasigan).

CREDITS:
AGENCY: Philippine Advertising Counsellors-BBDO
CREATIVE DIRECTOR/WRITER: Romy Sinson
ART DIRECTOR: Pit Santiago
PRODUCER: Vivian Abalos
JINGLE COMPOSER: Charo Unite
SINGER: Freddie Aguilar
PRODUCTION HOUSE: Provil, Unitel ('Freddie' version)
DIRECTOR: Vittorio Romero
CINEMATOGRAPHERS: Rody Lacap, Jun Kraft, Fred Manansala

CLIENT: SAN MIGUEL BEER CORP, BRAND: Gold Eagle Beer


SOURCES:
1990 Creative Guild Ad of the Year Program
youtube: https://www.youtube.com/watch?v=cG4z-CDRJNI, uploaded by Filmmaker Vitt Romero, published on May 11, 2014
youtube: https://www.youtube.com/watch?v=1TDKIzlLygA&t=8s, uploaded by Filmmaker Vitt Romero, published  May 13, 2014

5 comments:

  1. Sir, do you know what year did the Rudy Fernandez and Bong Revilla campaigns for Gold Eagle was released?

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  2. Replies
    1. Sir, correction: Ruel Vernal's ad was for Red Horse, not forGold Eagle. Gold Eagle later had the bad bananas though. Also, Sir Alex, Do you know when the "BeerSwabe ang Sarap" (one of the ads featured John Arcilla, titled "Kuya") campaign of Gold Eagle Beer Started?

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    2. You are correct. the Gold Eagle ad shows a male talent releasing an eagle in the air, where the camera follows it as the jingle played. To your 2nd question, I have no idea, but it should be after his coffee commercial, bec. that was his first commercial break.

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    3. I think the late thespian Roy Alvarez also had a Gold Eagle Beer ad around that time too. Also, did Gold Eagle Beer had ads from around 1995-99?

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