David Ogilvy identified several elements which could make
a TV commercial register in the minds of the market, and among them are such
formulae as slice of life and dashes of humor. He warned, however, that “very,
very few could write funny commercials that are funny.”
Humor certainly carried the day, not to mention the
campaign, for the very first Creative Guild Television Ad of the Year, a
30-second drinking table argument among friends that was concluded with one of
the decade’s mist memorable advertising one-liners.
The campaign was “Ito ang Beer”, which had been launched to
confront the first product to challenge the best selling Pale Pilsen’s
leadership in years, Beerhausen.”We were simply out to reinforce the product’s
market position,” says Romy Sinson., then, one of the copywriters along with
pal, Julius Deslate, on the San Miguel account.
Now president of SLG Advertising, Sinson recalls how the
campaigngave him a chance to use that favorite Pinoy humor genre, the anticlimax,
in a series of commercials starred in by the brand’s 5-man team of well-known
endorsers: comedian Bert Marcelo, boxing great Gabriel “Flash” Elorde, singer
Rico J. Puno, billiards champion Amang Parica, and racing winner Jockey
Eduardo.
The commercials had progressed at an entertaining pace; after a series of 15-seconders focusing on the
accomplishments of each spokesman, invariably ending with the assurance that “Ito
ang Beer,” the boys figured in more ads
that had them arguing over options, whether it was music to play for the
night, or which watering hole to head for. “The common element was San Miguel
Beer,” Sinson says. “The message was that , no matter what your taste was and
where you were heading, san Miguel Beer was the best companion to have around. “
WATCH SAN MIGUEL BEER "Pulutan" TVC HERE:
The winning ad”,
the “Pulutan TVC”, had the protagonists again at odds over the evening’spica-pica.The
ad is a delightful sequence of memorable reaction shots from the different
personalities; the late Elorde’s calm drawl is perfect foil to Puno’s arrogrant
demand for “crispy pata” and Marcelo’s agitated whine for “inihaw na pusit”.
Adding even more spice is the nameless waiter, who is
exasperation personified,, especially when Elorde settles the matter with his
ludicrous but legendary request for isang platitong mani”.
Romy Sinson credits the directorial wizardry of Jun
Urbano for a huge “50%” of the commercial’s with-it appeal. Needless to say,
Beerhausen’s German-flavored campaign was steam-rollered by the gang’s endearingly Pinoy antics. The dialogue became
so popular that “isang platitong mani” even became a movie title. “Everybody
familiar with the San Miguel campaign remembers the ad.” Sinson recalls.
CREDITS:
ADVERTISER:
San Miguel Corp.
PRODUCT: San
Miguel Beer
AGENCY: Philippine
Advertising Counsellors
CREATIVE DIRECTOR:
Nita Claravall
COPYWRITERS: Romy
Sinson, Julius Deslate
ART IDRCETOR:
Edwin Wilwayco
DIVISION MANAGER:
Adie Pena
DIRECTOR: Jun
Urbano
PRODUCER: Jun
Castro
PRODUCTION HOUSE:
Filmex
PERFECT 10: A Decade of Creativity in Philippine
Advertising, Published by the Executive Committe of the Creative Guild of the
Philippines. 1995. Butch Uy, Alya Honasan
"Isang Platitong Mani" TVC:https://www.youtube.com/watch?v=J-PnNCgP1BQ, uploaded by Casvar
Daikun. Published on Feb 3, 2009
“Isang Platitong Mani” title slide: OJ Movie Collection, Published
on Sep 18, 2016
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