The immediate years that followed after the Aquino
assassination was fraught with unrest, uncertainties and public outcry against
Marcos. Although the “Ito ang Beer” campaign of SAN MIGUEL BEER was firmly in place and TV
commercials featuring the riotous gang of Bert Marcelo, singer Rico J. Puno,
ractrack king Jockey Eduardo, boxing champ Gabriel ”Flash “ Elorde and
billiards wiz Amang Parica were getting great recall, 1985 still turned out to
be a trying year for businessmen in particular, and for Filipinos in general.
The Philippines faced unprecedented economic instability;
companies watched their sales plummet.”The problems were economic.” Recalls
copywriter Romy Sinson: ”People were having a hard time.
There was even a call for the boycott of San Miguel products, as Danding Cojuangco
was a personal friend of the Marcoses.
Some morale boosting was in order, and Sinson put the
inevitable idea into words.”Despite everything, tuloy ang Pasko. Nothing can
stop the coming of Christmas”. Thus SAN MIGUEL BEER's most unforgettable campaign for 1985 was born.
WATCH SMB'S "TULOY ANG PASKO"
1985 TVC HERE:
The result is a commercial that became a Creative Guild Ad
of the Month, featuring the usual San Miguel beer barkada, with folk minstrel Florante
singing of the joyful coming of
Christmas despite the lean, hard times:
TULOY ANG PASKO, Creative Guild Radio Ad of the Year, 1985 |
The radio component
of San Miguel Beer’s “Tuloy ang Pasko” campaign did even better as it was
adjudged later as the 1985 Radio Ad of the Year by the Creative Guild of the Philippines.
The Jingle, for which Lorrie Illustre put Sinson’s lyrics to
music, was a testimony to the Filipino’s resilience and ability to plod
on.”Tuloy ang Aguinaldo”, the ad begins, and with that come staples like
simbang gabi, caroling, Christmas itself and lest we forget, San Miguel Beer.
San Miguel Beer’s “Tuloy ang Pasko” 1985 campaign, thus joins the long list of memorable San Miguel commercials that have become truly classics of Philippine advertising.
CREDITS:
AGENCY : Philippine Advertising Counsellors
ADVERTISER: San Miguel Beer Corporation
PRODUCT: San Miguel Beer
CREATIVE DIRECTOR: Nita Claravall
COPYWRITER: Romy Sinson
JINGLEMAKER: Lorie Ilustre
Sources:
X: Perfect 10, A Decade of Creativity in Philippine Advertising, 1995, Creative Guild of the Philippines, ed. Butch Uy. p. 66-67.
youtube, San Miguel Beer"Tuloy ang Pasko" Philippines, 1985. Posted by advertisingarchive, on 23 July 2016.
Sources:
X: Perfect 10, A Decade of Creativity in Philippine Advertising, 1995, Creative Guild of the Philippines, ed. Butch Uy. p. 66-67.
youtube, San Miguel Beer"Tuloy ang Pasko" Philippines, 1985. Posted by advertisingarchive, on 23 July 2016.
https://www.facebook.com/Viewonthe3rd/videos/1866411486731848/
ReplyDeleteJust for correction purposes, the San Miguel Beer "Tuloy ang Pasko" TV commercial actually came out a year earlier, in 1984. Maybe it was reused until 1985.
No, it can't be. Its radio ad was the Ad of the Year for 1985.
ReplyDeleteMr Alex, do you have a San Miguel Beer TVC where the APO Hiking Society was featured singing... "Isang taong singkad tayo'y nagtrabaho. Isang taong umikot ang mundo"? I've been searching for it on Youtube for years now. It is very memorable. Thanks.
ReplyDelete