52. Creative Guild’s 1994 TV Ad of the Year: AYALA CENTER, “WATERS”

Creative Guild’s 1994 TV Ad of the Year: AYALA CENTER, “WATERS”
Ace-Saacthi and Saatchi Advertising 

The Creative Guild of the Philippines turned 10 in 1994, so a big awards night was planned for its annual advertising awards. “Isa Munang Patalastas” was the theme of the much-anticipated event, held on 6 April 1995 at the Louie’s Cinema at Mile Long, in Makati.

 All eyes were focused on the Creative Guild monthly winners—Kubota “Kaibigan”, “Voices/Dances/ Strings”,Cinderella “Kaleidoscope” (Hemisphere Leo Burnett), Standard Fan “Baras”, BancNet “Kabuli”, Motolite “Tawid”, Imperial Soap “Prince” (Basic Advertising), Del Monte “AKK”,Sprite “Thought for Food”, McCann-Erickson “Santo” (McCann-Erickson), Ben Gay “Long-Lasting” (Jimenez/DMB&B). Purefoods “KC” (Lintas:Manila), Ayala Center “Waters”, Swift “Mighty Meaty” (Ace-Saatchi & Saatchi) and Kraft Chiz Whiz “Famas” (JWT).

When all the votes were cast, it was the stylish and beautifully-crafted commercial of the newly-developed Ayala Center that came out the clear winner, from Ace-Saatchi and Saatchi.

WATCH AYALA LAND'S "Waters" here:

The commercial—which had many versions-- was a virtual eye candy, featuring a lush collage of lifestyle images exquisitely photographed and presented to the bossa beat of Sergio Mendez’ “Waters of March” . It became the benchmark  for achieving the slick, premium look of high-end commercials, with high-tech cinematic effects and editing.The TV Ad of the Year for 1994 went on to win more accolades at the 13th Philippine Advertising Congress. 

 CREDITS: 
ADVERTISER:           Ayala Land, Inc. 
AGENCY:                   Ace/ Saatchi & Saatchi 
CREATIVE DIRECTOR: Melvin Mangada 
CONCEPT TEAM:    Tanke Tankeko /David Ferrer 
ECD:                          Jaime F. Santiago 
PRODUCER:            Aldrin Galang 
CINEMATOGRAPHER: Rody Lacap 
DIRECTOR:             Dante Datu 
PRODUCTION HOUSE: Filmex

51. Is That Who I Think He Is? REZ CORTEZ for WYSSER BRIEF

THE AD THAT HAS COME BACK TO HAUNT YOU.  Rez Cortez was already in his
30s and a father when he became the signature model of Wysser Brief, a short-lived
male underwear brand.

Rez Cortez (b. 4 Jan. 1956) was an electronics and engineering student when showbiz beckoned. At the University of the East, this Bicolano from Buhi, Camarines Sur,  had been a popular campus figure, often appearing in stage plays that required him to show of his stocky physique and dancing prowess. His terpsichorean talents took him to the Cultural Center of the Philippines where he became a resident dancer. Egged on by showbiz friends, Cortez appeared in his first movie--"Daigdig ng Sindak at Lagim" (1974), followed by "Kung Bakit may Bilanggo sa mga Anak ni Eba?". In both movies, he died.

Apparently, many found his curly Afro hairdo and dancer's body very appealing. His stock improved when he was cast in Brocka's movie "Insiang", which swung his career in the black. Soon, Cortez was doing "Mga Hayop sa Damo", "Si Amihan at Hagibis" (1977) "Mga Tinik ng Babae (1978"), alongside sultry sirens Tricia Gomez, Liz Alidnogan and Alma Moreno. He did not exactly become a romantic lead, but left his mark as a sought-after character actor.

WOULD YOU BE CAUGHT DEAD IN THIS OUTFIT? Rez Cortez, for Wysser Brief,
Atlas Sports Weekly Magazine, 1987.

Oh yes, while the going got hot, Cortez appeared on TV to show off his dancing skills, and appeared in at least one print ad, where he bared his summer bod as a Wysser Brief model--long before Bench made modelling underwear fashionable. Nothing much is known about the manufacturer--but it must have made a dent in the market for having been able to afford this full color print ad in 1987, published on a popular sports magazine. Was it indeed, a "Wysser Choice" for Cortez--already a mature man in his 30s, a husband and a father--to appear in this kitschy ad?  Well,  as they say--if you have it, flaunt it! So, dear readers, what do you think?

REZ CORTEZ TODAY, Source: facebook account photo

Of late, Cortez has not only forayed into directing,but also into politics--running unsuccessfully for a congressional seat in his own province of Camarines Sur and now a Grace Poe for President stalwart. His bikini brief-wearing days may be over, but these days, Cortez continues to be a visible sight on both the big screen ("Bwakaw", "Hari ng Tondo" and TV ("Temptation of Wife", "Villa Quintana", "That's My Amboy"),

50. CREATIVE GUILD'S TOP TEN AD MODELS OF 1988

In 1988, the Creative Guild of the Philippines--the industry's association of creative directors, copywriters, art directors, producers-- named the top advertising models who made their indelible mark in the most memorable commercials produced in 1987. The top models-- a mix of professionals and recent discoveries--were the following:

49. Brand Names That Became Everyday Pinoy Words #2; JOE BUSH DYE (Dyobus)

JOE BUSH DYER & CLEANER, 1930s Print Ad. 

In 1899, American JOE BUSH put up a clothes cleaning and dyeing at Plaza Sta. Cruz, Manila. The shop simple bore his name and the slogan: “Take That Stain to JOE BUSH—The Cleaner and Dyer That Pleases”. 

 But it was the dyeing service that proved to be so popular that by the 1920s, the proprietor emphasized that specialty service by branding his shop “Joe Bush Dyer & Cleaner”. The shop also sold dye powder in paper sachets bearing his name, for easy do-it-yourself coloring projects at home.

Another early Joe Bush print ad, from 1916

As late as the psychedelic tie-dyed 1970s, people called commercial powder dyes as “dyobus”, an unconscious tribute to the man who colored our world!

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!”