Saturday, February 20, 2021

311. 311. Ministry of Tourism’s, HUWAG MAGING DAYUHAN SA SARILING BAYAN Campaign, 1986-87


MOT’s  domestic tourism campaign  for 1986-87 was assigned to hotshot Ace-Saatchi & Saatchi Advertising, which was on a roll for its string of major creative awards in the local and international front. Again, it came up with a winning theme that DOT approved and which the agency executed under Creative Directors Cid Reyes and Jimmy Santiago.: “Huwag Maging Dayuhan sa Sariling Bayan” (English version: “Don’t be a Stranger in Your Own Paradise”).

LISTEN TO THE MOT JINGLE "Huwag Maging Dayuhan"

The campaign was rolled out using black and white illustrated print ads, as a planned tro-media campaign did not materialize due to budget limitations. Meanwhile, radio jingle studies with lyric  written by Jimmy Santiago (Pilipino version) and Alex Castro (English version) were produced by award-winning composer Caloy Agawa. These were never used, however, as the campaign had a very limited run. In any case, the slogan “Huwag Maging Dayuhan sa Sariling Bayan”, was used intermittently in DOT promotional materials, till the rest of the decade.

AYALA MUSEUM, "Huwag Maging Dayuhan" Print Ad

Friday, February 12, 2021

310. The “BLINDFOLD TEST” Campaign of CAMAY Soap, early 1980s

CAMAY BLINDFOLD, "Gigi", Print Ad. ca. 1981

Beginning in 1980, CAMAY, Procter & Gamble’s leading  beauty soap launched a more hard-sell campaign to ward off its perennial arch-rival, PRC’s LUX. LUX had all the glamorous stars at its disposal as it was globally positioned as “the soap of movie stars”.  CAMAY felt that perhaps, the soap would appeal to  women on a more rational level, so sometime in the 1980s, it launched a “blindfold ” tactical campaign to test its new mildness.

The “blindfold challenge” was a format used before by CAMAY in the U.K. when it launched its new scent—Camay Wildflower. A blindfolded woman was asked to figure out the scent by smelling  a perfume bottle int which a soap has been inserted. Once she identified the “perfume scent”, her blindfold is removed and her cheeks are lathered with CAMAY soap.

The format was borrowed and was used to challenge a relatively unknown Filipina to test the gentleness of her beauty soap against CAMAY. She lathers one side of her cheek with her current soap, the other cheek with CAMAY. At the end, she is asked to choose which side felt smoother  and more “banayad” on the skin. Invariably, the CAMAY side always won.

A parade of newfound girls were recruited to do the “blindfold test” commercials, to draw in more mass appeal. They were not as well-known as previous talents, but still were referred to as CAMAY girls. Some of the models included the fashion model Gina Leviste, a band singer named Esperanza Tatlonghari (aka Zsa-Zsa Padilla), Angeli Pangilinan, member of the band Music and Magic (future talent management agency owner and wife of Gary Valenciano). A  few memorable lines came out if these popular ads-- as a result of the models’ discovery of Camay’s superiority over their current soap brands.  Upon removing her blindfold, for examples, a surprised Angeli squealed—“Hah? CAMAY? Akin na lang twooooohhhh!”

CREDITS: AGENCY: Ace Compton Advertising / CREATIVE DIRECTOR: Gryk Ortaleza / COPYWRITERS: Menchu Arrogante, Mimit Zialcita / CASTER: Baby Dumaup, Myra Mendoza / PRODUCER: Dante Datu / ADVERTISER: Procter & Gamble Philippines

Friday, February 5, 2021

309. Beauty Queens as Ad Models: PILAR DELILAH PILAPIL, Bb. Pilipinas 1967


One of the most photographed beauties of the late 1960s was Pilar Delilah Pilapil, a homegrown mestizo beauty from Liloan, Cebu who was crowned Bb. Pilipinas of 1967. Then 17 years old, she represented the country at the 1967 Miss Universe Pageant in Miami beach, won by American Sylvia Hitchcock. 


But greater things were in store for her after her reign. Producers sought her for television and the movies, and that’s how she started her long and enduring showbiz career that has spanned 4 decades, and counting. When the popular comic strip “Tisoy” of Nonoy Marcelo was turned into a TV series, Pilapil was cast as ‘Maribubut”, Tisoy’s (played by Jimmy Morato) love interest. She went on to do a musical show “This Girl..Pilar!” as well.



Her first film was no less than the FPJ-directed “El Niño”, and action  with1968 with Andy Poe as her leading man. She was linked with Dolphy after doing “Dolpe De Gulat” and “El Pinoy Matador” in the enxt 2 years. Winner of 2 Best Actress Awards (Urian and MFF) , Pilapil has an impressive body of screen work to her name, including “Kailan Ba Tama Ang Mali” (1985), “Tinik Sa Dibdib”,  “Napakasakit Kuya Eddie”, and “Bakit Ako Mahihiya” in 1997. 

MIRINDA ORANGE AD, Pilar Pilapil with Bert Leroy Jr., 1967-68

She ran unsuccessfuly for a senatorial seat in 2004 and authored her biography in 2006 in a book entitled “Woman Without A Face”. Pilapil has a daughter Pia, with Salvador Laurel.  Divorced from her Spanish husband Michel Ponti in 1987, the born-again Pilapil married Pastor Bernie Penas in 2002.  In 2011, Pilapil was  attacked by suspected carjackers and kidnappers, but survived her ordeal. 

BEAR BRAND AD, 1967-68

A staple of TV soap series, Pilar Pilapil  is currently doing “First Yaya” for GMA 7 as of February 2020. 


The celebrated beauty graced many magazine covers as well as modeled for blue-chip brands during her celebrated years, a few of which are featured on this spread.

Sunday, January 31, 2021

308. DAZ AND FAS : Two Lesser-Known Detergents of the Mid-60s

DAZZ gets clothes dazzling clean--saves you money too! 1965

Sometime in 1965, two laundry detergents were launched one after each other in the Philippines, both with one syllable-brand names, which also rhymes, and both price brands. DAZ was a Procter & Gamble project introduced in 1953 in the United Kingdom. It was aggressively promoted there, and over a decade later, was rolled out to the Philippines as Super DAZ, in the hope of replicating its success in the U.K. market. DAZ was sold on  the basis of its fast, cleaning power, at a price more economical than any laundry bar or powder. 

FAS, for the fastest cleaning power! 1966

Right on its heels was FAS, a locally manufactured laundry powder of the Philippine Detergents Products.  FAS claims to be the detergent with “the fastest cleaning power”, in a time where  supelatives were permitted without any substantive proof.

Both DAZ and FAS had print ads that looked suspiciously similar, one is wont to think that they were made to compete against each other. But no such fireworks happened, as DAZ failed to dazzle and FAS was fast to fade; both brands did not even survive the end of the 60s decade.


Friday, January 22, 2021

307. STAR MARGARINE, Drive and Energy Print Campaign, 1960

Get your Drive and Energy from STAR, 1960

STAR MARGARINE was first produced by the Philippine Manufacturing Co. in 1931, and 4 years later Procter & Gamble of Cincinnati acquired PMC. STAR already had a local following by then, but P&G was determined to market the brand better in its communication of real consumer benefits. 

STAR, "Dance" Version, 1960

Before STAR MARGARINE would find lasting fame and success for its “Iba na’ng Matangkad” ad campaign, brand marketing toyed with many selling propositions—from the product being a beri-beri fighter in 1951 (STAR had Vitamin B1), a vitamin-rich cooking aid, to a flavorsome, nutritious spread (“STARS for Flavor” was the slogan). 

STAR, "Swim" Version,1960

In 1960, STAR MARGARINE continued to be sold for its value-for-money health benefits, dimensionalized  as giving your body “drive and energy” , at a little cost. A tablespoon of STAR, the ad claims, has energy-giving value that is equivalent to a glass of milk, two eggs, and a slice of beef. A series of 3 print ads ran in color on leading weekend magazines, as shown here.

STAR,"Basketball" version, 1960

Saturday, January 16, 2021

306. Boss…Sigarilyo!! BOSS CIGARETTES of Fortune Tobacco Corp., 1971


By the start of the new 1970s decade, Lucio Tan;s Fortune Tobacco Corporation was riding the wave of success courtesy of its banner brand, Champion Cigarettes. The brand would later be joined by equally successful brands like Hope Luxury Cigarettes, More, and Fortune. 

There were other less known brands like Mark, Terra, and Westpoint, but hopes were high on FTC’s BOSS CIGARETTES, introduced in 1971, which was backed by solid advertising and marketing supports. The product line, that included  Modern white filter/ Super Kings and Menthol 100s,were pushed in the market with print ads, premium items, and a TV commercial, featuring a memorable tagline—“Boss…sigarilyo!”.

BOSS Print Ad, 1971, Photo source: Pinterest

In a time when cigarette advertising was not regulated, BOSS CIGARETTES continued to be available in the Philippine market through the early 2001. Since Jan. 1, 2007, when Republic Act 9211 was passed, all cigarette commercials on television, cable television and radio have been prohibited. The FTC portfolio was streamlined, and  BOSS CIGARETTES was dropped from the product line.

Friday, January 8, 2021

305. An Early GREENWICH PIZZA “First In Fast Pizza”Ad, 1978


GREENWICH PIZZA is associated with Jollibee Corp. today—along with Chow King. But the country’s favorite Filipino pizza chain was started by a private individual—Mrs. Cresida Tueres—who put up a tiny pizza shop in Greenhills Commercial Center way back in 1971. She is credited with popularizing pizza with Filipino consumers, particularly budget-concious students—who found her pasta good, the pizza great, and the price right. Word spread of her special pizza and the stores that she put up --“first in fast pizza”.

In 7 years, Mrs. Tueres grew her business to a total of 20 outlets in Manila, ad with provincial outlets in Bacolod, Baguio, Batangas, Dagupan, and Iloilo. By 1994, her stores more than double  to 50 branches.

All the while, the Jollibee Foods Corporation under the Tan Cak Tiongs, was keeping watch on this rising local fast food star. The giant food corporation offered a deal that the GREENWICH owners could not resist, and thus acquired 80% of the pizza and pasta company in 1994.

The  operations and marketing savvy of Jollibee Corp. were put to effective use that yielded amazing results. Within the year a spanking-new GREENWICH branch opened at Ever Gotesco Commonwealth. Innovative products and flavors were introduced, packaging were redesigned and a new logo was launched reflecting the spirit of the new company, now known as Greenwich Pizza Corporation.   With just 53 stores, Greenwich had more than doubled its last  year’s sales from Php100 million to Php200 million!

 By 1996, TV advertising, starring young teen star Rico Yan, pushed GREENWICH to greater heights, followed by the success stories of John Lloyd Cruz’s commercials. When the year ended, stores had grown to 80 branches, with sales off  and sales of nearly Php500 million.  GREENWICH PIZZA—which started as a humble pizza counter in Greenhills 50 years ago—has made history by joining the ranks of  the biggest and best fast food chains in the country today.


Cresida Tueres, the Woman Behind PH’s Famous Pizza, GreenwichPublished 2 months ago on November 9, 2020By Michael Lawrence Chua,