By 1996, the country’s premier clothing store, BENCH/ was at enjoying the fruits of its success. It had been established in 1987 by founder Ben Chan, as a t-shirt store with an outlet in SM Department Store. So successful were the t-shirts that it paved the way for Chan to include full clothing lines for men and women, fragrances, fashion accessories, footwear, food, houseware, and other lifestyle products.
In less than a decade, BENCH/ expanded overseas, and by 1996, had branches in Singapore, Riyadh, Al Khobar (Saudi Arabia) and Yokohama (Japan).
BENCH/ owes part of its success to its advertising which set new standards of excellence in advertising; its first TV ad in 1991 featured up –and-coming matinee idol Richard Gomez.
In the mid 1990s, BENCH/ engaged the services of a small, but hotshot ad agency, Jimenez DMB&B (formerly Jimenez & Partners, jointly founded by couple Abby Lee Jimenez and Ramon Jimenez Jr., the future Tourism Secretary). The agency continued BENCH/’s winning streak at various editions of the Philippine Advertising Congress, garnering honors in the Araw Creative Awards competitions.
In 1996, the ad agency created for BENCH/its international stores campaign to flaunt their latest credential. The components included a billboard (set up in Magallanes), a TVC and a print ad, shown on this page. The ad featured “citizens” of the countries in which BENCH/ had opened a store, dressed in their native attires but with various BENCH/ products (hankies, towels, fashion accessories) incorporated in their look.
Representing the Philippines was young actor-model Jomari Yllana, one of the original “Gwapings”, a member of the teenybopper group that rose to fame in the 1990s ( Mark Anthony Fernandez, Eric Fructuoso, and Jao Mapa completed the group). After his showbiz days, he came a race car driver, councilor, and a businessman. He is formerly married to actress Aiko Melendez, but they remain good friends.
Another one of the talents in the BENCH/ branch ad who forayed into showbiz was 17 year old Carlo Agassi, who represented the Al Khobar
branch. Of Middle-Eastern descent, Carlo (Amir Carlos Damaso Vahidi Agassi, in
real life), became a member of ABS-CBN's
stable of talents called Star Magic. The
actor, model, rap artist finished a psychology degree from La Salle, and also ventured
into the restaurant business. Agassi continues to appear on TV today.
AGENCY: JIMENEZ DMB&B : WRITER: Abby Lee Jimenez/ ART DIRECTOR: Don Sevilla III / ACCOUNTS: Mio Lejano Chongson / PRODUCER: Paul Suarez
CLIENT: Ben Chan, Suyen Corp.
SOURCES:
Photos; Jomari Yllana (mubi.com), Carlo Agass (imdb.com)
Information: wikimedia.com for Bench/, Jomary Ylana and
Carlo Agassi
Many thanks to Don Sevilla III for additional information.
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