314. Behind the Scenes: JOLLIBEE’S “PASALUBONG” aka “JENNIFER” TVC, 1991

PASALUBONG (or more popularly known by TV viewers as "Jennifer") Basic Advertising, 1991.

The unforgettable fastfood commercial that sold hundreds of thousands of Jollibee products also sold thousands of Coralyn dolls---the same doll brand featured prominently in the TVC.

The commercial , originally entitled “Pasalubong”,  was the brainchild of the Jollibee  creative team of Basic Advertising, renown for creating “very Filipino” commercials.

WATCH JOLLIBEE'S "Jennifer" TVC here:

The venerable Minyong Ordoñez, being Basic's Chief Creative Officer, oversaw the creation of the campaign written by veteran Kiko Gargantiel. The theme of the one minute-commercial revolves around the domestic challenges faced by busy working couples, particularly a mother, who has to leave her child (Tricia)  at home in distress over a missing doll, Jennifer. Feeling guilty, she reassures her daughter that she will find her doll, a promise sealed with a pasalubong of Jollibee treats. Indeed, the doll is found, and the family celebrates with a Jollibee eating spree.

The project was assigned to production house Electromedia. Chosen to direct the TVC was rising star director Mandy Reyes, who had previously worked on minor projects before being given the chance to handle a major production for an icon brand, Jollibee. Mae Paner ( now recognized more as Juana Change) was assistant director for the October 1991 shoot date.

 He remembers the project briefing. “In the original board,  the child was missing a pet cat—instead of a doll.  But at that time, the “pusa sa siopao” story was going around so, a ragdoll replaced the pet”.

The child talent who portrayed Tricia was  5 year-old  Tricia Coronel. It was she who tearfully uttered the line “Nawawala si Jennifer..”, and who kept calling out her name “Jennifer”, in a tone so touching, it moved many viewers and led to a high TV recall.

Direk Mandy recalls shooting that pivotal scene inside a Bel-Air house location: “I remember rolling the camera continuously (film pa yon) in that crying scene “Nawawala si Jennifer”, and I kept on telling her—“isa pa, isa pa, isa pa. Na medyo makulit na ko, then she just broke down crying while saying the line”. Needless to say, the director got his perfect take and called it a wrap.

The commercial was aired to a rousing reception. Children imitated Tricia’s plaintive cry—“Nawawala si Jennifer!”--and proceeded to call her name. That scene from the commercial was even spoofed in the musical comedy film "Andrew Ford Medina: "Wag kang Gamol!" (1991) that launched Tricia Coronel's brief showbiz career. The movie soundtrack even featured a song inspired by the commercial, entitled--what else--"Jennifer"!

TRICIA reprises her Jollibee role in the 1991 Andrew E. movie "'Wag kang Gamol"
Screen grab: Courtesy of retrovologs.

Listen to "Jennifer", from "Wag kang Gamol"

It is claimed that many baby girls born in late 1991 (when the ad was aired) were named “Jennifer”. Coralyn Dolls, also had their heyday, with a surge in demand and sales of their iconic cloth dolls.

As for “Jennifer”—she is still around, secured in a glass case in the home of Direk Mandy Reyes, who spirited her away after the shooting!

 SOURCES:

Info provided by Direk Mandy Reyes

Old Jollibee Commercial, uploaded by Michael Bochog, Dec. 12, 2013. https://www.youtube.com/watch?v=mPmMsK6B9Xo

Andrew Ford Medina: Wag Kang Gamol, youtube https://www.youtube.com/watch?v=njB9rDxC4t4, uploaded by RETRO Vlogs, April 17 2020

Andrew E.,Tricia Coronel, Dennis Padilla | Jennifer, https://www.youtube.com/watch?v=_NIK4uIYlA0, Uploaded by E’ckam Dec. 25, 2018

Special Thnaks to Ralfyman.