27. ZOOM-ZOOM SUPERSHELL: The 1st Philippine Ad To Earn a Clio Citation

ZOOM ZOOM SUPERSHELL, Launch Print Ad, late 1968.

 In 1969, J. Walter Thompson Philippines produced what could be the first all-music commercial for Shell’s new gasoline product that would create a stir in the local airwaves and beyond. The one-minute ad featured new talent discovery Carl Onrubia dancing to a lively and catchy “Zoom-Zoom Supershell” full song, interspersed with shots of racing champion Joey Bundalian, speeding in an F1 car.

WATCH THE SHELL COMMERCIAL HERE:

Credits: Mr. Jojo Bailon, aianchan80, published 9 Oct. 2017

“Zoom Zoom Supershell” carried the distinction as being the 1^st Clio-cited  from the Philippines,  given at the CLIO Awards Presentation in New York,  during the 1970 American Television and Radio Commercials Festival.

It was cited for its contribution to the changing landscape of creative advertising landscape of the era, effectively using emotive elements for a gas ad campaign: “you car will feel like an F1 if you load up on Shell”.

Thirty three years years later, it was honored as one of the best 25 commercials of the Philippines aired over the last 25 years at the Pilipino Advertising Klasik Awards (PILAK)  in 2002 from the Association of Accredited Advertising Agencies of the Philippines.

POSTSCRIPT: The Onrubia Sisters--Ces and Carl-- were popular campus figures in the late 60s, They went to school in Maryknoll and were among the first female cheerleaders of the Ateneo basketball team. Cecille  "Ces"  Onrubia married banker Sonny Jacinto, while Camille "Carl" Onrubia is now Mrs. Cruz.

CREDITS:
AGENCY: J. Walter Thompson         /       CLIENT: Shell Phils.
Copywriter: Johnny Santos
Art Director: Senyong Atienza
Producer: Art de Guzman
Director: Tony Smith
Music: Polding Silos, Tiongco Brothers
Choreographer: Manny Zamora

SOURCES:
aianchan80, Mr. Jojo Bailon

26. Is That Who I Think He Is?: ALFIE ANIDO, for ROYCO

CONTINENTAL ROYCO BEEF & CHICKEN NOODLE SOUP, 1964.

Alfonso “Alfie” Anido (b. 30 Dec. 1959) was the son of Bert and Sarah Serrano Anido of Makati. The youngster’s cute mestizo features were apparent at an early age, so much so that he was cast to appear in a Royco Noodle Soup omnibus print ad in 1964, that featured the Chicken and Beef flavor variants.

Continental Royco Soups were produced by Philippine Refining Company, where Alfie’s father was a young executive. Touted as the “Philippine’s Favorite Soups”, the leading 1960s instant soup brand came in trademark foil pouches.

YOUNG ALFIE, age 5, already a professional advertising model.

Anido spenct his grade school at the Ateneo, where Pres. Pnoy Aquino was a batchmate. He was very much into sports, and qualified for the football varsity team. He also continued to appear in many TV commercials. Producers soon came knocking on Anido’s door.

He became a member of the Regal Babies, contract stars of Regal Films who made teen-oriented films. He found fame in the now-classic “Temptation Island” (1980) where he teamed up with Dina Bonnevie. His other films included Katorse, Waikiki (1980), Blue Jeans (1981) and The Diary of Cristina Gaston, released posthumously in 1982.

Model, Actor, 30 Dec. 1959- 30 December 1981.

His shooting death on 30 December 1981 at their Bel-Air home, which happened after an incident at his birthday party with  Katrina Ponce Enrile in Batangas, was reported as self-inflicted. Anido was just 22.  Rumors persisted for years about the alleged involvement of the Enriles but nothing has been proven. This 41-year old Royco print ad is a visual documentation of Anido's  budding showbiz career beginnings, which tragically ended early.

25. Holy Aspirin! ST. JOSEPH or ST. ANTHONY?

ST. JOSEPH ASPIRIN FOR CHILDREN,  Print Ad, 1965

In the 60s, when kids got sick with fever and pain, parents turned to aspirin for quick relief. Two children’s brands were readily available at the local botica back then—carrying names of saints—perhaps for the holy men to intercede and hurry up the healing.

One was  America’s leading  brand, ST. JOSEPH ASPIRIN FOR CHILDREN. St. Joseph was already about 80 years old in the 60s, doctor-approved and trusted by mothers to give quick  and safe relief. It has a pleasant-tasting true orange flavor and a a creamy texture that children preferred. The aspirin brand may have gotten its name from its roots—St. Joseph; but others contend the brand was named after the patron saint of (among other things) families, children and the sick.

ST. ANTHONY ASPIRIN FOR CHILDREN, Print Ad, 1961

On the other hand, a local aspirin brand was developed and distributed by Metro Drug Corp. and gave it the name ST. ANTHONY FRUIT-FLAVORED ASPIRIN FOR CHILDREN. St. Anthony was invoked in recovering lost things, so maybe the product was so named for the easy recovery of children from fever and its discomforts. The ads harped on the three appealing flavors of the product: Orange, Pineapple and Strawberry.

Today, new medicine ingredients like acetaminophen and ibuprofen have been developed with better safety profiles. St. Joseph Aspirin, for awhile, disappeared from the market, but the brand (now 125 yearss old), still fondly remembered by millions of "baby boomers" as the medicine mom used to give for aches and pains has just been relaunched in America. At its reintroduction, June 12 was declared St. Joseph Aspirin Day!  As for St. Anthony Aspirin, the brand is no longer in existence.

24. GINEBRA SAN MIGUEL. "Ang Inumin ng Tunay na Lalaki!"

1972 GINEBRA SAN MIGUEL "Inumin ng Tunay na Lalake" Ad

Perhaps, the most successful ad campaign ever launched to promote the highly popular  Ginebra San Miguel gin, was the “Inumin ng Tunay Na Lalaki” (Drink of the Real Man) that ran from the end of the 60s decade and which continued till the early 70s. 

Ginebra San Miguel was a drink full of history, first produced by the Ayala Distillery (Destileria y Licoreria de Ayala y Compañia), which was brought by La Tondeña in 1924. The distillery’s prized product was Ginebra San Miguel.

Its early advertising on print in the 1920s featured basic product information, harping on its customary use during important occasions. In the 50s, it capitalized on its “marka demonyo” monicker (its paper label illustrated by Fernando Amorsolo showed St. Michael with the Devil underfoot) and employed a devilish character to peddle the fun and pleasure the drink promised.

FROM TUNAY NA MAY LIGAYA TO TUNAY NA LALAKE

1968 "TUNAY NA LIGAYA" HEADLINE AD

It was in the 60s that Ginebra San Miguel started harping on values associated with product –the joy of drinking, good camaraderie and macho bonding. An ad series came out in 1968 with the headline “Tunay na May Ligaya”.

"INUMIN NG TUNAY NA LALAKE" Launch Ad, 1969

The next year, the line evolved into a campaign theme for the 1969 campaign—and this “Ang Inumin ng Tunay Na Lalaki” was born.The launch ad was a bit static—just a “cuatro cantos” trademark bottle pouring gin into a glass, with two men drinking in the background.

'TUNAY NA LALAKE", Camping Scene. 1969, B&W version

Subsequent executions were more dynamic—and several versions were made showing manly situations—from camping out to horseback riding,  and carabao racing--all done by an assortment of men--from sea captains to muscular Pagsanjan boat paddlers.

'INUMIN NG TUNAY NA LALAKE", Beach Barbecue, 1970

The television commercial showed vignettes of similar macho activities, overlayed with a catchy, repetitive jingle that became famous nationwide thru radio—“Ang inumin ng tunay na lalaki, ay Ginebra San Miguel, ay Ginebra San Miguel, ay Ginebra San Miguel ang inumin”.

'INUMIN NG TUNAY NA LALAKE", Horseback Riding, 1971

Ginebra San Miguel would have many more great campaigns and promotional gimmicks after that—from the Super Angels to the Barangay Ginebra campaign that also  generated a successful commercial jingle by Gary Granada (Pag Natatalo ang Ginebra), none as enduring and as widely appealing as its 1960s-70s  “Inumin Ng Tunay Na Lalaki”  campaign.

"INUMIN NG TUNAY NA LALAKE", Yacht, 1971

CREDITS:
AGENCY:  Philprom / CLIENT: La Tondena, Inc.

23. Where Are They Now?: CHANTAL UMALI of Purefoods "Goodbye Carlo!"

CHANTAL UMALI discovers young love in this charming 1994 Purefoods TV ad, that endeared the cute, but chubby moppet to an adoring TV audience. This ad was voted as one of the Top 25 Classic Ads at the 4A's 2001 PILAK Awards.

 In 1994, one of the most delightful commercials that went on air was a Purefoods TVC that departed from the usual “product-the-hero” mode. In fact, it was unlike any Purefoods Hotdogs ad seen before. The quiet little scene begins with KC, in her room, on her diary her chanced meeting with her crush, Carlo.

“Carlo sat beside me today…” the girl’s thought voice began. Carlos, it seemed, had notice her cute chubbiness—“I ate too much kasi eh”, she shyly admitted. She vowed to say goodbye to chocolates…goodbye to spaghetti...but couldn’t get herself to say goodbye to the tender, juicy, meaty deliciousness of Purefoods Hotdogs. She chose instead to bid good bye to…Carlo!

The charming girl who portrayed KC  was a Chantal Umali. Her commercial for that now-classic commercial placed in the finals of the 1994 Creative Guild TV Ad of the Year. In 2001, the commercial was chosen as one of the winners of the 4As PILAK (Pilipino Advertising Klasiks)  Awards, honoring the top 25 classic ads of the Philippines—mga patalastas na walang wagas.

After conquering advertising , Chantal briefly joined showbiz and became part of the cast of the popular teen oriented TV series TGIS.

She put her showbiz career behind to become a happy wife and mom. Not only that, she has transformed from being the cute, chubby girl that we know from that famous Purefoods commercial into a healthy and fit yoga practitioner.

She continues to find work in commercials, but what keeps her busy is her work at Yoga Philippines in Parañaque as a yoga fitness instructor. 

Her battle-with-the-bulge success story has inspired many, and we are sure that even the makers of Purefoods Hotdogs will say yes to her beautiful change!

CREDITS:

AGENCY: Lintas / CLIENT: Purefoods Corp.

Creative: Ompong Remigio / Producer: Cecille Labonete

Director: Mac Alejandre / 

22. Brand Names That Became Everyday Pinoy Words #1: RUGBY Boy Ka?

RUGBY CONTACT CEMENT, 1961 Print Ad.

Rugby Contact Cement is the first brand of synthetic rubber-based contact all-purpose cement manufactured in the Philippines since 1953.It is such a strong market leader that it is the top-of-mind choice of handymen in repairing everything from rubber shoes, ceramics, glassware, leather items, leaking pipes, glueing vinyl tiles and making school projects.  Packaged in cans featuring a ball-wielding rugby player, the product was distributed by Pacmac Machinery and Merchandising Co. Inc, along Aurora Blvd. The name has become so popular that all rubber cements are--most often than not--called "Rugby" by customers.

But today "Rugby" has come to mean an addictive rubber solvent used by a gang of street children who have discovered the aromatic properties of this product that has the ability to give them a "high". "Rugby Boys:, as they are called, out the solvent inside a plastic bag and inhale the substance to achieve euphoria.

So when someone asks you if you use "Rugby", think twice--they might be referring to your strange behavior, and not to your funny rubber shoes!

21.PEPSI BEAUTIES: Miss Universe 1969 Gloria Diaz and Miss International 1970 Aurora Pijuan.

At one time, Pepsi lorded over the soda market in the Philippines, starting in the early 70s, outvoicing Coke in its aggressive advertising. Why, it even managed to persuade the teen superstar Nora Aunor to shift allegiance to Pepsi, after her Coke endorsement!

When Gloria Diaz became the country’s first Miss Universe in 1969, Pepsi quickly snapped her up for product endorsement. Previously, Coke had used former Misses Philippines in print ads like Josephine Estrada and Monina Yllana. This time around, Pepsi was quicker on the draw.

 As Diaz’ was winding down her Miss Universe reign,  Aurora Pijuan captured yet another world crown in Osaka,Japan—Miss International 1970. Pepsi got her too—running these print ads featuring our international beauties side by side,  a rare casting coup that capitalized on our craze for beauty pageants!

20. NEW! AJAX SUPER DETERGENT--Stronger than Dirt!

NEW AJAX SUPER LAUNDRY DETERGENT, Intro Ad, 1966

Colgate-Palmolive Philippines entered the synthetic detergent bar market with “Ajax”, a U.S.product  that was already in existence in 1947 as a powder cleanser brand. At the time of the introduction of Ajax Super Detergent, detergent soaps included Perla, Wheel and Luto.

Ajax Super Detergent was touted as a revolutionary laundry product that was “stronger, more economical than soaps and powders. It was also different in that it had super sudsing dirt cleaners  and a Bluex formula in a convenient bar form.

Source: RedStormPro-Retro-Ajax Commercial

Stronger than Dirt

For its 1966 launch advertising in the Philippines, Ajax adapted elements from the U.S. campaign of Ajax Ultramarine Detergent that featured the iconic “Ajax Knight” and the cleaning power of his lance that was “stronger than dirt”. 

Source: juniorsky52's channel. Ajax History 1960-80 

The localized Philippine version featured different vignettes of dirtying situations—for example, children playing in the streets with dirty clothes—that become “blinding white” at the touch of a lance toted by the horse-riding Ajax Knight who always seemed to appear from nowhere. The selling line “New Ajax Super Detergent—Stronger Than Dirt” was set to music which was soon being sang, hummed or whistled by happy housewives all over the Philippines! Ajax continued to be popular from the 60s through the 90s as this historical advertising reel shows: 

19. Relax Lang, Basta MARVEL!

Marvel is a detergent powder brand developed by Philippine Detergent Products, introduced sometime in 1967. Its claim to fame is that Marvel “cleans like magic”, allowing the housewife more time to relax.

 

MARVEL ‘RELAX LANG’. Nida Blanca and Elizabeth Ramsey
in a crowd pleaser spoofing Marvel’s introductory campaign theme.

The introductory campaign was created around the slogan “Relax Lang, Basta Marvel”, in a TVC starring the late comedienne Elizabeth Ramsey and Nida  Blanca.

From “Relax Lang” to “Ay, Mali!” –Marvel advertising keeps adding colorful phrases to the language of the man on the street. The “Ay, Mali” slogan has been directly responsible for the birth of a new television sitcom.

 

1972 MARVEL AD.

Another catchy, jingle-based TV was launched in the early 70s with “Basta Marvel, damit ay Marvelin!”, starring Moody Diaz, who portrayed Aling Otik in the popular sitcom, Tisoy.

CREDITS:

AGENCY: Atlas Marketing Promotions & Marketing Corp.

ADVERTISER: Philippine Detergent Products

18. What Teener Vilma Santos' Ideal Man Drinks: TANDUAY

TANDUAY, SA MGA IGINAGALANG. Print Ad, 1971.

Eighteen year old Ate Vi answers some personal questions in this Tanduay Distillery Ad, which featured the former child star. Many would question the choice of a young "Ate Vi" to endorse  a mature, macho drink like Tanduay, but let's read her interview before jumping into conclusions.

VILMA: First of all, my ideal man must be kind, thoughtful! 

INTERVIEWER: And how does he drink? 

VILMA: You know, my father has a Filipino saying about drinking. ..and he always reminds my brothers about it:”Sa tiyan ilagay ang alak—huwag sa ulo!”. My ideal man follows this…you see..that’s why he’s iginagalang, Even by those whom he drinks with. 

INTERVIEWER: Why does your ideal man drink, Vilma? 

VILMA: Aba! My ideal man should know how to drink! There’s bound to be drinking in social circles, right? And,let’s face it, I’m sure they serve drinks in Malacañang during State dinner—like when our country has to receive some foreign guests. 

INTERVIEWER: And what does your ideal man drink, Vilma? 

VILMA: You mean, my father? Well, he drinks Tanduay!

So, that's the punchline. Kagalang-galang na sagot!
Wala ka ng hahanapin pa--Tanduay!
Thank you, oh, so very much, Ate Vi!

17. MAGNOLIA FROZEN DELIGHTS: Dream Flavors Come True!

Magnolia Dairy Products have been delighting kids with solo servings of popsicles, ice cream cups and sticks, sold individually. In 1968, decided to launch these novelties collectively as MAGNOLIA FROZEN DELIGHTS during the summer season. The first seven flavors included: Drumstick, Chocolate-Pinipig Crunch, Chocolate Bar, Twin Popsies, Caramel-Pinipig Crunch, Choco-Van Bar and Ice Cream Sandwich.

The campaign made use of popular Fairy Tale Characters, like Aladdin and His Lamp and Little Red Riding Hood. launched in illustrated full-color ads on magazines like the Sunday Times.

In the summer of 1969, the orange-flavored Icicle joined the FROZEN DELIGHTS roster, increasing the selections to eight.

The print campaign deviated briefly from the fairy tale theme in late 1969 to capitalize on the Moon Landing of Apollo 11--an event which was worldwide news. An "Out-of-this-World" version was quickly created by the agency to ride on the lunar craze.

The next year, it was back to "Cinderella" for FROZEN DELIGHTS, an apt visual theme for these Magnolai favorites which made all our "dream flavors come true!"

16. Where Are They Now? That RTO Boy "Joey": RJ LEDESMA Jr.

One of the most popular characters ever to have emerged from 1980s soda advertising was the irrepressible “Joey”, a prepubescent boy on the threshold of discovering puppy love, peer pressure and juvenile angst.

Charming, quick-thinking and with the ability to get out of potential teen troubles, Joey  was the main character in the very successful  Royal Tru-Orange campaign that ran from 1987-1989. The campaign included a series of acclaimed TVCs featuring developed under the theme—“Ganito Talaga Ang Buhay” (That’s How Life Really Is)---that struck a chord among young people who related to Joey’s issue-management style—from handling his pushy barkadas, attracting the attention of his crush (Jenny) and other rites-of-passage challenges.

youtube credits: RJ Ledesma channel

Joey was ably played by Rene “RJ” Ledesma Jr., eldest son of real estate entrepreneur Rene Locsin Ledesma and Fortune Aleta, honorary consul of Monaco. The animated RJ was cast by Amy Salona of McCann who found his naturally bubbly personality perfect for the RTO campaign (after all, the tagline was—“Ikaw at Ako...Natural!”). The launch commercial, "Kuya" was directed by no less than Lino Brocka, and it would be followed by many other Joey episodes including "Teacher's Pet" and "Truth or Consequence". 

youtube credit: manilabackintheday's channel

However,his performance in  the “Mantika” TVC version,  was what endeared RJ to the young softdrink audience—and at the 1988 Creative Ad of the Year Awards, he was named as one of the Top Ten Best Commercial Models of the Year. The Radio version of "Mantika" was named Radio Ad of the Year. 

RJ LEDESMA AS AN ENTREPRENEUR,
EVENTS HOST, COLUMNIST, BOOK AUTHOR.
Source: http://philippineweddingscenes.com/743/rj-ledesma/

After his commercial modeling days were over, RJ finished his schooling and was employed briefly at Procter and Gamble Philippines as a brand manager. He left that job to work on events management, and became a sought-after host. He never  actually left the limelight as he also flirted with acting on TV and in the movies (Lastikman, Habang May Buhay, Magkaribal, Bride for Rent) and hosted educational and lifestyle shows such as Math-tinik, Tahanang Pinoy, The Men’s Room, Best Men.

RJ LEDESMA AS A BOOK AUTHOR.
To date, Ledesma has 5 published books based on his newspaper column on The Philippine Star.
Source: http://farm9.staticflickr.com/8300/7970809792_175e97072e.jpg 

RJ finished his Masters of Science in Real Estate Development at the Maasachussets Institute of Technology and sit as the EVP of their family business, Ledesco Development Corporation.

He is also a well-known Philippine STAR columnist since 2006 (his column “Parallel Universe”,has become the basis of 5 best-selling books), magazine editor , events host and entrepreneur.

THE LEDESMA FAMILY.
Source: http://rjledesma.com/about-rj/

With his wife Vanessa Pastor-Ledesma, RJ founded the successful Mercato Centrale food market at The Fort and Soderno in Alabang. RJ and Vanessa have two children: Fortune, 3, and Rene III.

RJ Ledesma may be all these, but for teens growing up in the tumultuous ‘80s, he will be forever the young and cool Joey, who brought us along his RTO escapades and who remained on top and in control—kahit ganito talaga ang buhay!

CREDITS: ROYAL TRU-ORANGE

‘Ganito Talaga Ang Buhay”

Agency: McCann-Erickson Philippines

Advertiser: Royal Tru-Orange (Coca Cola Bottling Co.)

youtube credits: RJ Ledesma channel, manilabackintheday's channel

15. Where To Keep Body and Soul Forever: MANILA MEMORIAL PARK ADS

Today, being All Souls Day, we take a look at some of the early 1965 ads of Manila Memorial Park, the largest and the pioneer memorial park development in the Philippines. Its selling point is the concept of  "perpetual care' --which means you will never need to worry about the maintenance of your family plots.

Located in Paranaque, the park comes with manicured lawns, lakes and fountains that are "perpetually cared for, every day of the year," thus providing the perfect resting place for dearly departed loved ones. That promise comes alive in these two ads that ensure lasting family tigethermess amidst all of nature's beauty. There is forever, after all.