328. DELY "Tiya Dely" MAGPAYO FOR LIBERTY EVAPORADA, 1966

"TIYA DELY" as LIBERTY EVAPORATED MILK ENDORSER

When it comes to caring for children, they say that “Mother Knows Best”, but maybe, just maybe, aunts can’t be far behind, especially if that aunt is “Tiya Dely”. “Tiya Dely’, Fidela Magpayo Reyes in real life  (b. 29 Oct. 1920/d. 1 Sep. 2008), was a pioneering broadcast icon of the golden age of  Philippine radio in the 50s. Her radio program was prefaced with a distinctive voice: “Ito ang iyong, Tiya Dely….”. It was the go-to show for people with problems of all sorts—from troubled hearts, lovelorn people, students in dilemma, common folks needing a shoulder to lean on. For years, she dispensed counsel and sage advice,  so that others may find the light at the end of the tunnel.

With such a huge amount of trust placed on her, it is no wonder that LIBERTY EVAPORADA featured her in print ads back in 1966, which follows the narrative format of her program, In the print ad, she gives words of advice about the nutritional values of the evaporated milk and their equivalent in meat and vegetables. With such a credible influencer, who would not believe Tiya Dely.

LIBERTY EVAPORADA, pint ad 1966

  “Tiya Dely” had a long fruitful career as a radio announcer. At age 87, she was still an anchor of DZRH radio program Serenata Kolektibista (later Serenata Filipina), in a segment that showed her interest in kundiman and rondalla music. Magpayo suffered a stroke while on board on the evening of 30 August 2008, passing away 2 days later on September 2008.

SOURCE:

Dely Magpayo, wikimedia