Thursday, November 16, 2017

138. THE MAKING OF CLOSE-UP TOOTHPASTE “Close To You” MTV AD, 1987-1988


The Philippines caught the Music Television (MTV) fever in the 1980s, which used music videos presented by by video jockeys or VJs. The creatively-produced videos used early computer techniques, quick, out-of-synch editing, spliced with mood footages and unrelated visuals—a fresh look that appealed to the young generation of that time.

"You'll never look at music the same way again"—the 24 hour MTV channel proclaimed—and it delivered that promise, building a world-wide fanbase while exerting significant influence on its audience.

Ad agencies took note of this—and Lintas: Manila—sold the bold idea of using MTV style ads for Philippine Refining Co.’s CLOSE-UP TOOTHPASTE, which is positioned as the toothpaste for  young Filipinos. Maria Lourdes “Diame” Alba, the woman behind this concept, relvealed that the use of an MTV-style commercial to relaunch the gel toothpaste that has been in the market since the early 70s, was an experiment in breaking out from the mold of youth advertising.


Since it was difficult to present the MTV imageries using a traditional storyboard, the Lintas creative opted to make a rough video using past CLOSE-UP footages edited with computer effects, using Gwen Guthrie’s reworked “Close to You” song.The ideas was met with the PRC marketing team’s approval, then headed by Peter Dart and Angie Lacson.

Lintas: Manila then assembled a creative production team headed by Director Jun Reyes to produced the longest commercial in history: 2 minutes and 17 secs.—a fanciful, a little irreverent, a bit amusing and a romantic music piece—that was promoted a a TV event. When the CLOSE-UP “Close to You” ad unfolded on Philippine TV in early 1987, the MTV was met with amazement  and acclaim, with many thinking it was a slick, foreign material.  Teeenrs went agog over the commercial, and college-age students lapped it up, and the ad became a marketing case study in schools.

WATCH THE CLOSE-UP “Close to You” MTV Ad here:
Published by ALGLecaroz, 18 Sep. 2011

 Since then, Lintas:Manila have produced 3 more MTV style commercial versions—“Closer to your Love”, by Al Jarreau and “When I Fall in Love” (1988)  by Natalie Cole. 

WATCH CLOSE-UP "When I Fall in Love" TVC  1988 Here:

A local recording company packed a CD selection of love songs entitled CLOSE-UP Love Songs”,  inspired by the campaign. The CLOSE-UP ad also won a slew of Gold trophies at the 1987 Philippine Advertising Congress,winning for Best TV, Personal Products; Best in P.O.P. and Collaterals; Best in  Production Design; Best Multi-Media Campaign.

CREDITS:
ADVERTISER: Philippine Refining Co. (PRC)
PRODUCT: Close-Up Toothpaste
AGENCY: Lintas: Manila
CREATIVE DIRECTOR: Diame Alba
ART DIRECTOR:  Jo Chua/ Nap Jamir
PRODUCER: Bong Malsi
PRODUCTION HOUSE: Unitel
DIRECTOR: Jun Reyes
DOP: Boy Yñiguez
PRODUCTION SUPERVISOR: Art Dumaup
ANIMATOR: Pete Jimenez

SOURCE:

De la Torre, Visitacion: Advertising in the Philippines, Tower Book House, 1989.
youtube: "When I Fall in Lovewith Closeup", https://www.youtube.com/watch?v=r8POi1N5P8w, Uploaded by Closeup Philippines, 2011 Nov. 20
youtube, #1 Closeup,  https://www.youtube.com/watch?v=r8POi1N5P8w&t=30s, Uploaded by ALGLecaroz, 2011 Sep. 18

12 comments:

  1. Is Gwen Guthrie appeared in Close-Up ''Close to You'' commercial?

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  2. It was Dyna Records who made the compilation for the CLOSE-UP Love Songs CD.

    Sadly, there is no information for the compilation album and it is definitely out of print.

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    Replies
    1. I have the Close Up Love Album CD.It's really nice 😍

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    2. Can you provide the list of songs in that album if that is okay?

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    3. Close in on Love (Ariel Rivera) Gotta get close to you (Neocolours) Sana dalawa ang puso ko (Bodgie's Law of Gravity) Closer you and I (Gino Padilla) Just a smile away (Jaime Garchitorena)

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    4. There are 3 more songs but can't remember the titles.Theres a duet of Chad Borja, a song by Hajji Alejandro, and I think another by Ariel Rivera

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    5. Heaven in your smile by Chad Borja & Alecks Estrada

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  3. I'm just wondering if you're aware that there were also tvc's for the short lived Close Up White Toothpaste.The talents were Stephanie Horne/Angel Narciso, Precious Tongco/JV Gayoso, Michael Veloso and me. Dindin Gallardo also had an ad. There was even a dance contest of the jingle on Eat Bulaga. I really wish someone uploads the ads on YouTube.

    ReplyDelete
  4. I'm just wondering if you're aware that there were also tvc's for the short lived Close Up White Toothpaste.The talents were Stephanie Horne/Angel Narciso, Precious Tongco/JV Gayoso, Michael Veloso and me. Dindin Gallardo also had an ad. There was even a dance contest of the jingle on Eat Bulaga. I really wish someone uploads the ads on YouTube.

    ReplyDelete
  5. I am looking for close up commercial of Francis Martinez and Tessa Mendoza in that schoolfair scene where tjey get handcuffed 1984

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  6. Is there any chance of finding the Close Up commercial featuring Patrick de la Rosa? That was 1983

    ReplyDelete