468. Where Are They Now? Filipina-Polish International Model JOLINA ZANDUETA, Ponds, 1976

JOLINA ZANDUETA---that beautiful face! POND's Ad, 1976

In the mid 70s, a new face burst into the local modeling scene with the homecoming of Filipina-Polish international model Jolina Wyrzykowski-Zandueta. She was the daughter of Jolyon Wyrzykowski, a Polish and opera singer Maria Nina Zandueta, a Filipina, whose contemporaries included Irma Potenciano and Conching Rosal. Nina Zandueta took her daughter in tow when she returned to Manila to join  a twin bill production of I Pagliacci and Cavalleria Rusticana.

HARPER'S BAZAAR COVER GIRL, JOLINA ZANDUETA,1970

Jolina’s presence in Manila created quite a stir as she was the first Filipina model to be featured on the cover of Harper's Bazaar, June 1970 issue. She, along with Ping Valencia, were the precursors of today’s ‘supermodels’, the only Filipina beauties to have modeled abroad.

JOLINA ZANDUETA,for PONDS' Philippines, 1976

POND’s snapped her immediately, and Jolina appeared in a print ad—part of a “Secrets of a Beautiful Face” series, actually—that saw print in local magazines. She became the toast of Manila, and made the rounds of exclusive fashion shows and local media.

PAUL MITCHELL--The Man Behind the Brand

At that time, she was already married to Paul Mitchell, a successful hairstylist at 16,  who built his fortune as a co-founder (along with John Paul Dejoria) of the John Paul Mitchell Systems. The company that  developed and sold  hair care products that would become famous global brands.

JOLINA AND ANGUS, FB Page, Angus Mitchell

Jolina and Paul had an only child, Angus Mitchell, born in 1970. Their son inherited the business in 1989 upon the death of Paul from pancreatic cancer in 1989. He would expand the company by operating hairdressing schools in 2000.

Today,  Jolina Zandueta Mitchell is a passionate advocate in the fight against pancreatic cancer, climate change, and in the promotion of clean energy, and wildlife conservations.

 SOURCES:

Jolina Zandueta Harper’s Bazaar Cover photo: Vtntage Von Werth, https://vintagevonwerth.de/products/harpers-bazaar-us-june-1970

Paul Mitchell photo: Wikipedia.org, https://en.wikipedia.org/wiki/Paul_Mitchell_(hairdresser)

Paul Mitchell advertisement: Paul Mitchell-Behind the Brand, https://www.ry.com.au/ontrend/news/paul-mitchell/

Angus Mitchell FB Page, Jolina Mitchell Instagram

467. Is That Who I Think He Is? RONALD REMY for PEPSI COLA (1975) and LA GERMANIA (1982)

The versatile actor RONALD REMY, was born in 1937 as Ronald Kookooritchkin, of Filipino-Russian parentage. His father, Russian Army soldier Eremes, had fled the Bolshevik Revolution He was introduced in the movie “Condenado”, under Sampaguita Pictures, then moved to Premiere Productions, which was the studio of his wife, Lily Marquez or Dinah Jean Rogers-Remy, in real life. Oftentimes, Remy was cast in a variety of roles—from a contrabida, a soldier of war, to a costumed hero.

RONALD REMY, AT THE TOP OF HIS TV CAREER, IN 1975

Because of his facility with the English language, Remy appeared in many American and U.S.-Filipino produced English films. Some of these include movies that have now become cult classics like No Man is an Island (1962, as Chico Torres), Blood is the Color of the Night (1964, as Dr. Marco), Flight of the Sparrow (1967), and perhaps his best known film, The Longest Hundred Miles (1967). As a wartime guerrilla, he co-starred with Hollywood stars like Ricardo Montalban, Doug McClure, and Katherine Ross, who, in that same year, earned an Oscar nomination for “The Graduate”.

(L) REMY in 'The Longest Hundred Miles" 

The multi-talented Remy also tried directing, and his chance came with the suspense-thriller film,“Zigzag” (1963), where he directed actor George Nader and Sylvia Lawrence.

LA GERMANIA  AD WITH THE REMYS, 1982

In the 70s, he reinvented himself as a sitcom actor, appearing as husband of Rosa Rosal in the TV comedy series,  “Yan Ang Misis Ko”. He also became a TV host and emcee for “Lucky 13” Game Show on Channel 13. He and his wife became active leaders of a popular Born Again Christian Family movement, until his passing. The Remys have a daughter, Jackie Kookooritchkin, who also did print ads, and appeared on TV and films, who has also passed away in 2021.

SOURCES: 

Ronald Remy info, wikipedia.org, Screen grabds from various Ronald Remy movies,

466. “GEE, YOUR HAIR SMELLS TERRIFIC”, Print Ad, 1989-90

" GEE YOUR HAIR SMELLS TERRIFIC" Product Ad, 1989-90

The popular shampoo that uses an effusively kilometric sentence as its brand name---"GEE YOUR HAIR TERRIFIC”—was sold in the Philippines in the late 1980s in very mod  plastic bottles that came in bold primary colors—red, yellow and blue. The shampoo brand was manufactured by Andrew Jergens Co, in the 70s. I only reached the Philippines a decade later, after a successful run in the U.S. Jergen’s lincesed the shampoo’s formulation to Vibelle Manufacturing Corp. in Malabon, which also markets Caronia and Bioré, both cosmetic brands. Which is why, even with the death of he brand in the U.S. it was still around in the early 1990s

 WATCH THE U.S. "GEE YOUR HAIR SMELLS TERRIFIC" 1976 TVC HERE:

The product is now defunct, but during its shortlived appearance on market shelves in the Philippines, "GEE YOUR HAIR TERRIFIC” was advertised in full color magazine ads using plain product shots that were unimagitive and not at all-- well, terrific. On  TV, a U.S.-produced ad was briefly aired. The novelty of the brand name made it popular with the youth market back in its time, and was referenced in sitcom scripts, quoted in stand-up comic acts and used in everyday jargon.

SOURCE:

"Gee, Your Hair Smells Terrific" Shampoo commercial from 1976, https://www.youtube.com/watch?v=fBH1p4O8CGo,uploaded by Video Store 64 , 2023.

465. LEA SALONGA, for AVON "Let's Talk" TVC 30s, 2000

FROM MISS SAIGON TO MISS AVON, Lea Salonga, ca.1999-2000

By the new millennium, LEA SALONGA was already an established star of the musical theater stage, having conquered Broadway when Cameron MacKintosh’s  Miss Saigon opened in 1991, after her West End stint. She again played the role of Kim in the U.S., winning the Drama Desk, Outer Critics Circle, and Theatre World awards—and the most coveted of them all, a Tony Award, the first actress of Asian descent to be so honored.

Salonga would return to Broadway again sometime in 2000, to rehearse with the cast, for the closing of the Miss Saigon production in 2001. While there, she was contacted by AVON, the direct-selling American-British multinational cosmetics, skin care, perfume and personal care company. 

WATCH LEA SALONGA'S AVON AD HERE:

Credit:  Rafi Sison, "Lea Salonga-Avon Commercial) posted 2018"

AVON was in the midst of pitching the promotion of its cosmetic products. In the end, the company decided to produce in-house their  first-ever global advertising campaign, under the banner “Let’s Talk”. The ads focused on AVON’s relationship with women and its latest beauty innovations.

 LEA SALONGA was one of the celebrities handpicked by AVON to talk to women everywhere in ways they understand. A simple format was used to accommodate the busy schedule of the Broadway sensation.  A representative from Jimenez DMB&B, the Makati-based agency that was handling the AVON business in the Philippines, flew over to New York, during the quick shoot, using an all-American production crew.

AVON PHOTOBOARD, "LET'S TALK" TVC 30s

The campaign was rolled out internationally in 2000, at a cost approximately $90 million in 2000, 50% more than the over 1999 budget allocation. Salonga’s slick, fashion-forward AVON Commercial was aired in the Philippines for a brief period, another addition to her portfolio of major advertising accomplishments that was driven by her  historic international success on the world stage, which remains unequalled to this day.

SOURCES:

Lea Salonga-Avon Commercial, uploaded by Raffy Sison, 2018.https://www.youtube.com/watch?v=x_GO0GDBpA0

1999 Avon Annual Report, https://www.annualreports.com/HostedData/AnnualReportArchive/a/NYSE_AVP_1999.pdf

464.TOP 10 Advertising Models for 1988: CARMINA VILLAROEL, for "Jollibee Good Girl” TVC, 1988

12 YEAR OLD CARMINA VILLAROEL, in her debut JOLLIBEE TVC

Many actors and actresses have taken the “commercial route” to a career in showbiz, going to casting auditions conducted regularly by ad agencies in the hope of snagging any role for a TV appearance. One of those who made it in her early try was CARMINA VILLAROEL, who was just 12 when she was cast by Basic FCB for a Jollibee Commercial in 1988.

CREATIVE GUILD'S TOP ADVERTISING MODEL, 1988

Caster and future ad director Mario Sarmiento put her up for a lead role in the "Jollibee Good- Girl” TVC, that called for pre-teen talent with an angelic, innocent face, capable of demonstrating hopefulness, disappointment, surprise, and then sheer enjoyment and gratefulness, all in 45 seconds

The Jollibee clients approved Sarmiento’s talent recommendation and that’s how Carmina came to star in a Jollibee ad that shows her being left out by his “kuya” and his gang, who were out to paint the town red. She sits down, dejected and alone. But her “kuya” –after seeing her sad as they drove away—realized his little sister’s disappointment. He turns back, collects her and brings her to Jollibee along with his gang, where she had the most delightful moment –with all the good things she was hungering for—attention, acceptance, inclusion, and yes, food that pleases!

JOLLIBEE GIRL CARMINA, 1988

The Jollibee not only caught the attention of many TV viewers but also the members of the jury of the Creative Guild who were tasked with selecting the Top 10 Ad Models for 1988.  Carmina Villaroel easily got a place among the winners (that included RJ Ledesma, Michael Alfers, Ricky Francisco, who all tried showbiz) who were awarded during that year’s Ad of the Year finals held on 30 Aug. 1988 at the Metropolitan Theater in Manila. 

COVER GIRL CARMINA, with Robert Ortega of "That's Entertainment"
MR & MS. Magazine Cover, 1989

Influential movie producer Lily “Mother Lily” Monteverde, head of Regal Entertainment,  also saw Villaroel in the commercial and sought her out, trained her, and set her on a showbiz career that would propel her to stardom—churning out hit movies of all genres like ”Tiyanak”, “Regal Shocker”, “Dyesebel”, “Shake, Rattle and Roll II“, Hindi Kita Malilimutan”, “Kahit Mabuhay Kang Muli”, “Hanggang sa Huling Hininga”, among others. Villaroel also had a flourishing career on TV beginning with "That's Entertainment",  sitcoms "Palibhasa Lalake", "Chika Chika Chicks", and the noontime show, "Eat Bulaga". 

CARMINA and husband ZOREN LEGASPI, in a Jollibee commercial.

When she came of age, she married Rustom Padilla, her love team partner in such movies as “Maruja” and “Hindi Magbabago”. Their marriage was annulled in 2002, and in 2012, Villaroel married actor Zoren Legaspi in 2012. They have twin kids, Mavy and Cassy, who are currently, both young showbiz personalities.

                               

               WATCH THE LEGASPI FAMILY IN A JOLLIBEE TVC HERE:

Villaroel would be inextricably associated with Jollibee, such that when the twins came of age, Jollibee signed up the whole Legaspi Family in 2014 for a series of commercials beginning with one that alluded to Villaroel’s past iconic commercial. They also starred in other Jollibee product and seasonal ads (Jolly Spaghetti, Chickenjoy, Magbigay ng Joy). Villaroel’s Jollibee adventure had come full circle with her return to these ads.

CARMINA VILLAROEL with hsuband Zoren, children Mavy and Cassy.

 SOURCES:

Carmina’ s Old Jollibee Commercial” TVC: https://www.youtube.com/watch?v=40uq3CExmwk, uploaded by Lola Mendez,

Carmina Villaroel,  Jollibee Commercial, https://www.youtube.com/watch?v=1UOKQBUs85c, uploaded by asianzMT28, on Aug 9, 2014.

1988 Creative Guild of the Philippines Souvenir Program

1989 Mr and Ms. Magazine

Screen grabs from Jollibee commercials, Jollibee Philippines 

463. Brand Stories: RUSTAN’S, Shopping for the Finer Things In Life, 1952

RUSTAN'S: ONE-STOP SHOPPING UNDER ONE ROOF, 1976

The passing of retailer billionaire Zenaida “Nedy” Tantoco on 8 February 2024 brings to a close another chapter in the charmed history of RUSTANS’-the shopping empire founded by her parents, Bienvenido  "Benny"Tantoco Sr.  of Malolos, and Gliceria “Glecy” Rustia-Tantoco. As the eldest daughter, Nedy took over the helm of the enterprise with the same visionary approach espoused by her parents,

RUSTAN’S introduced Filipinos to the finer things in life, raising their shopping experience to a whole new level.

The couple’s store began in their own living room where they sold trinkets brought home from their European jaunt. This led to their first shop in Manila, along San Marcelino St., which evolved into Rustan’s Department Store. It began carrying signature brands like Dior and YSL, and enjoyed brisk growth and success in the 60s. By 1970, their flagship store with its distinctive blue geometric façade was the shopping place to see and be seen, selling lifestyle brands that represented “the true, the good, and the beautiful”. No, that was not Imelda’s mantra—but Glecy’s motto.

RUSTAN'S MAKATI, 1970

 By that time, their association with the Marcoses was well-known, and the Rustan’s empire expanded to include another giant branch in Cubao (1973) and Cebu.

All the major designer brands were sold in Rustan’s: Lacoste, Lanvin, Gucci, Marks & Spencers, The Gap, Banana Republic, Zara, Calvin Klein, and many more.

WHEN YOU THINK PHILIPPINES, THINK RUSTAN'S. 1976

Rustan’s was also known for its wide array of Filipiniana products, and of course, its Supermarkets. The ouster of the Marcoses in 1986, the death of Glecy in 1994, and patriarch Bienvenido (age 100, in 2021), did not affect the Rustan’s business as it continued to move forward--it would operate Starbucks, Duty Free shops and real estate developments (Sta. Elena Realty).

WATCH RUSTAN'S SUPERMARKET TVC, STARRING POPS FERNANDEZ, 1984

Uploaded by Manila Chronicle, 7 March 2019

Rustan’s continue to lead the way in revolutionizing the retail industry, and in uplifting Filipino taste for goods and merchandise of the highest order, style, and quality. Nothing has changed after over 70 years of Rustan’s , and that is, to indulge only in what is true, what is good and beautiful.

SOURCES:

Rustan's, Our Heritage: https://rustans.com/pages/our-heritage

Rustan's, wikipedia

Youtube, Rustan's supermarket advert (ft. Pops Fernandez, 1984): https://www.youtube.com/watch?v=6JCflFMVpnY, uploaded by Manila Chronicle, 7 March 2019

462. BANCO FILIPINO: “Subok na Matibay, Subok na Matatag”, 1968

BANCO FILIPINO, The First Bank, and its iconic logo.

BANCO FILIPINO was founded in 1964 in Plaza Sta. Cruz by Tomas Aguirre, whose fortune was built on his successful pawnshop business.  The finance industry was stunned by its phenomenal growth, and by 1966 was considered a major player in the banking field.

BANCO FILIPINO....Bank Anytime! 1966 Ad

By the 1970s, it had attracted over a million patrons, and in the 80s, had 89 branches nationwide. It parlayed its early success into a sprawling real property development project-- BANCO FILIPINO HOMES, or B.F. Homes, located in Las Pinas and Paranaque, the largest gated residential community in Asia.

B.F. HOMES, Print Ad. 1967

It touted itself as the FIRST BANK, as it indeed, it was the first bank to pay interest on savings deposit, and the first to pay interest in advance to those with time deposits. BANCO FILIPINO built its string financial base by accepting small peso deposits, including coin deposits from small entrepreneurs and unique products like Happy Savers Club promoted with children in mind.

ARAW-ARAW INTEREST NG INTEREST! 1965-66  Print Ads

BANCO FILIPINO further strengthen its position of advantage through advertising.The campaign of BANCO FILIPINO was also first in the industry, in that it used consumer language in Pilipino as early as 1968—“interest last month, interest this month, interest next month, interest araw-araw!”.

 This kind of advertisement was alien to those in the banking industry—most banks then had been using abstract  ads such as “Your Partner in Progress”, or “Place your Future in our Hands”. Then, a year later, when there was a bank run and BANCO FILIPINO survived it, the slogan “Subok na matibay, subok na matatag”—to indicate the bank’s stability and strength, was employed and eventually became a by-word.

WATCH BANCO FILIPINO'S 'Interes ng Interes' TVC HERE:

The campaign is attributed to Ace-Compton, and the slogan to copywriter Frankie Lacambra (he also created the Bank of Asia “Madaling lapitan”  campaign), which was used for many years in the bank’s TV and print ads.

 BANCO FILIPINO’s amazing run ended in 1985, when the bank went insolvent and was ordered closed by Central Bank. But after the Supreme Court declared its closure illegal, the bank reopened in 1994, using the same communication platform that  made it famous---“subok na matibay, subok na matatag”. But business was never the same after that. BANCO FILIPINO was closed again in 2011 by Central Bank for its massive liabilities that exceeded its assets, leading to its permanent demise.

 SOURCES:

4 As Philippines, youtube channel

De la Torre, Visitacion. Advertising in the Philippines : its historical, cultural, and social dimensions,Tower Book House, 1989

1964-1971, Special Supplements, Banking Institution, Sunday Times Magazine.