48. OUR MISSES UNIVERSE IN PHILIPPINE ADS

MARGIE & GLORIA: TWO BEAUTIES WITH A PURPOSE, PAGASA Ad, 1974.

As the country is still gripped with Miss Universe fever brought by Pia Wurtzbach’s victory in Las Vegas last December 2015, we recall the national hoopla generated by previous winners Gloria Diaz (1969) and Margarita Moran (1973). Their new-found status as global celebrities was not lost on marketers and advertisers, who quickly recognized their value as influencers.

UNIVERSAL BEAUTY CALENDAR, SEIK0, 1969-70

 The 1969 Miss Universe, Gloria Diaz, clinched deals with Pepsi-Cola and Seiko watches; this 1970 supplementary calendar featuring the crowned beauty was given away free.

After her reign, Diaz went on to become an accomplished and multi-awarded TV and movie actress,

QUEEN OF FITNESS, FIR MAGNOLIA DIETARY PRODUCTS.

 Four years later in Greece, Margie Moran duplicated Diaz’ feat to emerge as the country’s 2nd Miss Universe. Magnolia lost no time in getting her as its endorser for its dietary dairy products, like Magnolia Yoghourt. It is her only known local endorsement deal as Moran was tied to her contractual obligations with Miss Universe Inc.

 These print ads were produced by the longtime ad agency of Magnolia—J. Romero & Associates. Incidentally, Moran was employed briefly with the said agency after her reign as Account Executive.
 

MAGNOLIA YOGHOURT ADVERTORIAL, 1974

When the Philippines finally hosted the Miss Universe Beauty Pageant in 1974, martial law in the Philippines was still in place. The concept of a “New Society” introduced by the Marcos-controlled government spawned nationalistic programs like “Piliin at Gamitin ang Sariling Atin”, or PAGASA. 

Diaz and Moran were among those featured in PAGASA’s promotional campaign series. The print ads recalled the victories of our two homegrown international beauties, released a few months to drum up awareness for the “buy Philippines” program, but also to promote the upcoming pageant in Manila that enjoyed full support from the Marcoses.

 The ad extolled the Filipino-ness of our 2 world queens in this effusive copy:

 “Napako ang paningin ng humahangang daigdig sa kanila. At napangiti ang bansa. 

Kasiyahang nasalamin sa kanilang mga kababayan. 

Ang una’y 1969. Ang ikalawa’y 1973. 

 Dalawang babaeng kinilalang walang kapantay sakagandahaan saan man. 

Binigyan kahulugan ang mithiin ng Bayan. 

Ang paniniwala nito sa mga katangian ng tunay na Pilipino. 

Sa isip. Sa salita, At sa gawa. 

Sa pamamagitan ng disiplina sa sarili. 

Habang sa kanila’y nakapako ang paningin ng daigdig. 

Gloria Diaz. Margarita Moran. Pilipino…maipagmamalaki kahit saan!”