97. COLGATE’S PROOF: The Only Toothpaste with MFP Fluoride, 1975

THE PROOF, AND NOTHING BUT THE PROOF. Launch print ad,1975.

For the longest time, Colgate had a monopoly of the toothpaste market, but new brands began to surface by the 1970s. Some, like PRC’s (Phil. Refining Co,) Close-Up targetted the youth market, while P&G was cooking up plans to launch Crest, already a leading U.S. brand.

Thus, to pre-empt competition and to consolidate its hold in the market, Colgate introduced New PROOF Toothpaste, touted to be the only brand with monofluorophospate—MFP Fluoride—that is clinically proven to reduce tooth decay. This revolutionary ingredient does not stain teeth, and makes them less sensitive to hot or cold liquids and food.

New PROOF carried over Colgate’s dentist-backed credentials in its advertising, which has worked very well for the mother brand. The communication strategy capitalized on the clinical tests conducted on the efficacy of MFP Fluoride in the U.S., Germany and Australia against tooth decay.

WATCH "PROOF" TVC HERE:

Colgate’s New PROOF was launched in 1974 or 1975 via a tri-media campaign, endorsed as usual by the PDA (Philippine Dental Association). “Only a dentist can give a better fluoride treatment”—so went the selling line.

WATCH NEW PROOF TVC version 2, 

uploaded by Pinoy Philippine Television Here:

It anticipated for a few years the massive launch of  Procter and Gamble's CREST Toothpaste and the  unbeatable cavity-fighting power of Fluoristat—not to mention its strong made-in-America appeal. CREST made significant inroads into the Colgate-dominated toothpaste market, leading the company to use PROOF even more to defend their turf. If CREST had Fluoristat, PROOF had Fluorigard, and this was flounted in TV Ads all throughout the 1980s, escalating the toothpaste war beween Colgate and P&G.

Today, in some countries like UK and Australia, Colgate has retained the PROOF brand, as Colgate Total PROOF.

SOURCES:

youtube: New Proof Toothpaste (Philippines) old (version 2) , uploaded by Pinoy Philippine Television, https://www.youtube.com/watch?v=SuDVEkaUtJA
youtube, Colgate Proof Classic TVC, uploaded by ADman1909, on 13 Sept. 2007. Colgate Proof

Woman's Home Companion, 1975 issue

96. PUREFOODS HOTDOGS “Codiñera, Patrimonio, Lastimosa” TVC SERIES, 1988

PHOTO FROM CNN SPORTSDESK. Pinterest: PBA, The Basketball Life

The trio of Purefoods commercials that made waves at the 1989 Philippine Advertising Congress creative competition  in Baguio City, featured the prized cage stars of the  PUREFOODS TJ Hotdogs basketball team: Jerry Codiñera, Alvin Patrimonio and Jojo Lastimosa.

The year before, the Purefoods Hotdogs season began in and was the first season of the franchise in the Philippine Basketball Association (PBA). They would win their first PBA title in 1990, with a lineup that included the 3 ace cagers.

 

ACTUAL TVC STORYBOARDS, autographed by the Purefoods cage stars.

PUREFOODS sought to capitalize on the immense popularity  of their basketball stars by directing its agency, Ace-Saatchi & Saatchi, to feature them in their corporate advertising, with the hotdogs as flagship brand. The big project was assigned to the newly-created Marketing Services Department of Ace-Saatchi & Saatchi, which prepared the storyboards for the Client.

 

Photos taken from the shooting of Purefoods "Codinera" TVC, Oct. 1988.

Jerry Codiñera, then a 22 year old center from University of the East, along with Alvin Patrimonio, was was a dominant presence in  the All-Filipino hardcourts, christened “Defense Minister”, for his prowess in the defensive end.

 For Codiñera, a dramatic storyboard that involved him playing basketball with a handicapped, crippled child was shot in a day in San Juan, in front of the Sto. Cristo Church.  It was effectively directed by young Vittorio “Vitt” Romero.

WATCH PUREFOODS "Codinera" TVC 60s HERE:

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Actual photos taken from the Purefoods "Patrimonio" TVC shoot.

Mapua stalwart Alvin Patrimonio, also 22, entered the PBA in 1988 and played his entire career with the Purefoods franchise which won five championships. He would go on to win 4 PBA Most Valuable Player awards.

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Patrimonio’s commercial showed him propping up the spirit of of a grade school basketball player after losing a game. The filming involved replicating a school fair with hundreds of kids and parents in attendance. It was a challenging shoot, compounded by the replacement of the original lead child actor on the set, but which was superbly directed by award-winning Maryo de los Reyes.

WATCH THE PUREFOODS"Patrimonio" TVC HERE:

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Jojo Lastimosa, then 24 years old, was a guard forward from University of San Jose Recoletos. “Jolas” came into the league as a member of the very first PUREFOODS TJ Hotdogs team and would be named PBA Rookie of the Year in 1988.

Lastimosa’s commercial was the first to be shot, which showed him helping a child practicing his shooting skills awkwardly amidst the taunts of  neighborhood bullies. The scene was filmed at the basketball court of Philam Homes in Quezon City, under the direction of film director Ismael Bernal. The ad is best remembered for exposing his sexy legs which he was known for at that time. (Unfortunately, a print of this ad has yet to surface).

 

Photos taken from the actual Sept. 22, 1988 shoot, at PhilAm Homes.

Each ad was scored with the same original jingle,”Slowly, But Surely”, but arranged differently to suit the varying moods of the one-minute commercial. The well-crafted ads were enthusiastically received and further bolstered the popularity of PUREFOODS hoop heroes. 

When the Araw Award season came, the 3 commercial won for Ace-Saatchi & Saatchi two Golds in the two categories they were entered in: TV Campaign (for the Codiñera, Lastimosa, Patrimonio TVCs) and Single Medium TV (for the Codiñera version)—a triumph that would put the agency in the lead as that year’s most creative.

 

PHOTO CREDITS: CNN SCREEN GRAB

CREDITS:

ADVERTISER: Purefoods Hotdogs   

AD AGENCY: Ace-Saatchi & Saatchi Advertising

ECD: Jaime F. Santiago / CREATIVE DIRECTOR: Alex R. Castro

COPYWRITERS: Finina Gatchalian-de Jesus, Abe Medenilla Jr., Cary Rueda, Vianne Perdigon

ART DIRECTOR: Ernie Sta. Ana

PRODUCERS: Paul Suarez, Jess Garcia, Carrie Villamor / CASTER: Flor Salanga

ACCOUNTS: Mila Marquez, Natasha Balce, Jeanna Vidamo

PRODUCTION HOUSE: FILMEX / DIRECTORS: Vitt Romero, Maryo de los Reyes, Ishmael Bernal

PRODUCTION DESIGNER: Butch Garcia / JINGLE MAKER: Lorie Ilustre
SINGER: Rene T. Martinez

SOURCES:
PF Jerry Codinera TVC, uploaded by Albert Marc Justine Carreon:  Jerry Codinera Purefoods TVC
PF Alvin Patrimonio TVC, uploaded by likmainutz 4477, idol by gvg

95. DEVELOPMENT BANK OF THE PHILIPPINES: “BUHAYIN MULI” Values Campaign, 1987-89

Development Bank of the Philippines (DBP), founded in 1935, is the country’s premiere development financial institution that has been at the forefront of  nation-building, It helps critical industries and sectors,  promotes countryside entrepreneurship  to advance the progress of communities and improve the lives of Filipinos.

In 1987, Development Bank of the Philippines  rolled out a memorable institutional campaign that highlighted core Filipino values such as “katapatan” (honesty), “kasipagan” (hard work),”kalinisan” (cleanliness), “delicadeza” (sense of propriety), and “palabra de honor” (word of honor). A year later, these values came alive in a series of “Pamilyang Uliran” (model family) story ads.

The campaign evolved into several dramatic true-to-life commercials that ran through the early 1990s, and acquainted the audience with the success stories of Narda Capuyan (handwoven ethnic products) and Virgilio Dytuco (furniture) who founded their homegrown businesses from scratch and grew them into large scale enterprises , with the help of DBP. They became inspiring models for self-employment and job creation.

WATCH DBP "Palabra de Honor" TVC HERE:

The very Filipino approach in advertising (they were all voiced in the national language) earned for DBP several prestigious awards from the Catholic Mass Media Awards, Philippine Board of Advertising, Creative Guild, as well as commendations from various groups.

The well-regarded DBP "Return-to-Values"  campaigns were conceived by the legendary Herminio “Minyong” Ordoñez (+) with several creatives from Basic/Foote, Cone and Belding (FCB) that included the prolific freelance creative director Danny Almirañez, art director Rino Hernandez, visualizer Bong Gonzales and producer Ding Fernandez. The iconic voice of the ads was provided by stage-TV-movie actor Joonee Gamboa. Almirañez even directed the “Narda” TVC that won TV Ad of the Month (January) at the 1989 Creative Guild Ad of the Year.

SOURCES:

de la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions. Tower Book House. (c)1989. pp. 194-195.

The Creative Guild, 1989 Ad of the Year Program, 

DBP Values, youtube video posted by Robbi Mercado, June 21, 2010

PHOTO SOURCES: Narda Capuyan, from Baguio Midland Courier / Virgiio Dytuco, from 

94. Creative Guild Print Ad of the Month, February 1989: MEDIKER ANTI LICE SHAMPOO

In 1989, Procter and Gamble Phils. launched a medicinal anti-lice shampoo with the brand name, MEDIKER. The brand was launched with a TV commercial that featured a very young Judy Ann Santos, using a “suyod” ( fine-toothed comb) to remove lice from her long hair.

The TVC was launched alongside these two-page print ads, that depended on its cleverly-written copy to catch readers’ attention. The ad was selected one of the best print ads of the year,  at the Creative Guild Ad of the Year competitions. MEDIKER had a short-lived presence in the market, and was discontinued after a year or so.

CREDITS:
ADVERTISER: PROCTER & GAMBLE PHILS.
AD AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING
CREATIVE DIRECTOR: Ramon Jimenez Jr.
COPYWRITERS: Don Bautista / Ariel Dalisay
ART DIRECTORS: Ariel Dalisay / Don Bautista
PRINT PRODUCER: Beloy Angeles